Research on the Application of Grand Canal Intangible Cultural Heritage Symbols in Brand Visual Communication: A Case Study of “Xie Fuchun”

Abstract

As a UNESCO World Cultural Heritage site, the Beijing–Hangzhou Grand Canal has fostered a distinctive intangible cultural heritage ecosystem along its route, establishing a profound cultural foundation and value core for the revitalization of traditional brands. Established in 1830, Xie Fuchun is a quintessential Chinese traditional brand. Not only has its proprietary powder-making technique been inscribed on the National Intangible Cultural Heritage List, but its nearly two-century evolution also positions it as a representative exemplar of Grand Canal-related ICH within the cosmetics sector. This paper adopts the lens of ICH-driven empowerment in brand visual communication to investigate the symbiotic relationship between the Grand Canal’s intangible cultural heritage and the Xie Fuchun brand. Drawing upon a comprehensive methodological framework—including literature review, case analysis, and semiotic analysis—the study examines Xie Fuchun as a representative case. It analyzes the current state of visual communication practices employed by ICH-based brands, identifies persistent challenges in their communication strategies, and proposes a four-dimensional collaborative communication system comprising: (1) the Visual Symbol Layer, (2) the ICH Transmission Layer, (3) the Cross-sector Integration Layer, and (4) the Brand Activation Layer. This framework offers actionable insights for optimizing visual communication among Grand Canal–affiliated ICH brands, thereby supporting innovation in heritage communication and reinforcing regional brand influence.