Communications in Humanities Research ISSN: 2753-7072
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Research Article

From "Heritage" to "Trendy Products": The Commercialization Path and Communication Strategies of Suzhou Embroidery Cultural and Creative Products

Mingwei GuoLiaocheng University*

* Corresponding author: [email protected]

Abstract

This article focuses on the related content of Suzhou embroidery cultural and creative products, based on the current development status of the cultural and creative industry of intangible cultural heritage in the market context, studying its commercialization transformation mechanism, communication strategies, and problems when attracting young consumer groups. From the dual perspectives of cultural identity and consumption transformation, researching on commercialization methods and communication strategies: design innovation and product transformation of cultural and creative products of Suzhou embroidery, communication strategies in the new media environment, as well as opportunities and challenges in the process of marketization. Based on measures such as questionnaire surveys and text analysis, this paper studies consumers' understanding level of ICH cultural and creative products, and analyzes their application effects and market prospects. The results show that the consumption of Suzhou embroidery cultural and creative products is showing a trend of younger age, and the market size has been continuously expanding. This article clearly states that the development of Suzhou embroidery cultural and creative products should take cultural identity as the core and achieve the integration of culture and the market. To provide practical and feasible solutions for its transformation from heritage to trendy products, and to offer theoretical support and practical references for the sustainable development of ICH.

Keywords: Suzhou embroidery; digitalization; commercialization path; communication strategy.
Published: April 20, 2026
DOI: 10.54254/2753-7064/2026.BJ32867
Volume: CHR Vol.108
pp. 50-56
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