Publication: CULTURE AND HERITAGE CONTEMPORARY TRANSFORMATION AND EMPIRICAL EVIDENCE OF CHINESE HANI CULTURAL SYMBOLS IN PU’ER TEA PACKAGING
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Issued Date
2025-05-31
Resource Type
eISSN
22540709
Scopus ID
2-s2.0-105008798983
Journal Title
Artseduca
Volume
2025
Issue
43
Start Page
84
End Page
99
Rights Holder(s)
SCOPUS
Bibliographic Citation
Artseduca Vol.2025 No.43 (2025) , 84-99
Suggested Citation
Xie A., Phuyuthanon I.N. CULTURE AND HERITAGE CONTEMPORARY TRANSFORMATION AND EMPIRICAL EVIDENCE OF CHINESE HANI CULTURAL SYMBOLS IN PU’ER TEA PACKAGING. Artseduca Vol.2025 No.43 (2025) , 84-99. 99. doi:10.5281/zenodo.15680974 Retrieved from: https://hdl.handle.net/20.500.14740/21134
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Abstract
Aim: The tea culture heritage of the Hani ethnic group in Xishuangbanna faces dual challenges in the process of modernization: the loss of traditional cultural symbols and the weakening of recognition among younger generations. Current research predominantly remains at a qualitative level, lacking empirical support. Methods: Therefore, this study systematically reviews the visual characteristics of Hani cultural symbols using a mixed research approach (field survey, literature analysis, and questionnaire survey). By combining a questionnaire survey data based on fieldwork and statistical tools, it explores the relationship between consumers’ emotional cognition and preferences regarding packaging design. Data is collected based on 45 Likert scale totaling 135 items using random sampling. Results: The study reveals the potential connection between traditional cultural elements and modern aesthetic needs, proposing a data-driven packaging design strategy framework aimed at balancing cultural heritage with commercial demands. Conclusion: This framework, by extracting key design dimensions and preference weights, provides methodological support for the innovative transformation of ethnic cultural symbols. Additionally, it suggests an “active” design path to enhance cultural engagement among younger generations. This study is limited by its focus on Chinese consumers, restricting generalizability to broader international markets. The reliance on self-reported questionnaire data introduces potential response biases. Additionally, the cross-sectional design precludes understanding long-term shifts in consumer perceptions. The research findings can be further extended to the protection and innovation practices in other intangible cultural heritage fields, promoting the sustainable dissemination of traditional heritage in the contemporary context.