Innovative Pathways for the Digital Dissemination of Intangible Cultural Heritage in the Metaverse Context: A Case Study of Jiaodong Huabobo_Vol. 3 No. 3 (JNME 2026)_Journal of New Media and Economics (ISSN: 3005-5725)

Home > Journal of New Media and Economics (ISSN: 3005-5725) > Vol. 3 No. 3 (JNME 2026) >

Innovative Pathways for the Digital Dissemination of Intangible Cultural Heritage in the Metaverse Context: A Case Study of Jiaodong Huabobo

Download PDF

DOI: https://doi.org/10.62517/jnme.202610309

Author(s)

Xing Gao, Nan Chai*, Kexing Lin, Chenglin Li, Tongtong Zhang, Xiwen Cheng, Tong Wu, Le Sang

Affiliation(s)

Shandong Technology and Business University, Shandong, China *Corresponding Author

Abstract

The emergence of metaverse ideas and the continuous advancement of digital technologies have brought about the arrival of a brand-new phase for the digital dissemination of ICH. Taking the Shandong provincial-level ICH "Jiaodong Huabobo" as the research object, this paper will investigate in detail the logic of digital translation in ICH based on the metaverse concept. Using the methods of literature reading, case study, and field investigation of Weihai City, this research pays close attention to the innovative application of advanced digital technologies like VR/AR, NFT (digital collections), and virtual community to solve some longstanding problems in traditional ICH communication such as geographical restrictions, fragmented audiences, and limited form of communication. Based on the successful experience gained from the Huabobo industry in Wendeng District of Weihai City, we put forward a three-dimensional innovative model for ICH's digital transformation, covering content creation, communication channel, and audience participation.

Keywords

Metaverse; Digitalization of Intangible Cultural Heritage; Jiaodong Huabobo; Communication Innovation; Immersive Experience

References

[1] Rong, Y. Y., Yin, D. W., & Fang, N. (2024, May 16). Watching Wendeng Flower Steamed Buns "Steam" Out a Prosperous Industry for Farmers. Farmers' Daily, p. 003. DOI:10.28603/n. cnki. nnmrb. 2024.002350. [2] Xu, Y. Q., & Ma, X. L. (2025). Research on the Living Inheritance of Intangible Cultural Heritage and Rural Industry Integration Based on Art Design—A Case Study of Jiaodong Flower Steamed Buns. Shanghai Packaging, 2, 201-203. DOI:10.19446/j. cnki. 1005-9423.2025.02.060. [3] Shi, D. C. (2024). Plastic Aesthetics of Jiaodong Flower Steamed Buns and Its Development Prospect in the Metaverse. New Art Field, 2, 55-57. [4] Fan, C. B. (2025). Research on Short Video Communication Strategies of Jiaodong Flower Steamed Buns Intangible Cultural Heritage. Digital Communication, 8, 9-12. [5] Wang, N. (2026). Research on Spatiotemporal Communication Strategies of Shandong Intangible Cultural Heritage Inheritance from the Perspective of Media Geography. International Public Relations, 2, 118-120. DOI:10.16645/j. cnki. cn11-5281/c. 2026.02.040. [6] Shan, L. P., Wang, N., & Lin, Y. P. (2024). Research on Brand Development Strategy of Jiaodong Flower Steamed Buns Based on SWOT-AHP Analysis. Guangdong Sericulture, 58(10), 75-79. [7] Lan, L. (2023). Origin Exploration of the "Holy Worm" Image on Jiaodong Flower Steamed Buns. Journal of Ludong University (Philosophy and Social Sciences Edition), 40(2), 44-50. DOI:10.20063/j. cnki. CN37-1452/C. 2023.02.007. [8] Guo, X. W. (2023). Edible Works of Art: Changes of Jiaodong Flower Steamed Bun Folk Customs in the 21st Century Based on Literature Research. Cultural Industry, 17, 7-9. [9] Zhu, B. B. (2026). Paths and Countermeasures of Financial Media Empowering Rural Revitalization—An Academic Analysis Based on Media Convergence Theory. China News Industry, 1, 44-46. DOI:10.13854/j. cnki. cni. 2026.01.031. [10] Wang, Y. F., Wu, T., & Li, X. R. (2026). Research on Activation Path of Calligraphy Intangible Cultural Heritage from the Perspective of Immersive Communication—A Case Study of "Calligraphy Script Killers". Art Education Research, 9, 49-51.