When trendy toys integrate intangible cultural heritage craftsmanship with AI design, when Cantonese embroidery patterns appear on fashionable luggage and apparel, and when the "Lychee Huadan" IP helps Guangdong lychees enter high-end markets in Europe and the U.S., many outstanding products from Guangdong are using culture as a bridge to achieve a profound shift from "selling products" to "selling culture."

Intangible cultural heritage(ICH) serves as the foundation of brands associated with Guangdong-made products. Guangdong is home to 165 national-level ICH items, including the Guangdong lion dance, Yingge dance, Cantonese embroidery, and Guangcai (Canton Famille Rose Porcelain). Through creative transformation, these traditional cultural treasures have become a key competitiveness for Guangdong-made products breaking into the market.

Data shows that the total transaction volume of Shunde Xiangyunsha at year-end exhibitions in 2025 exceeded 356 million yuan; Qingyuan Lianshan bamboo lion heads sold 12,000 sets in 2025; and annual sales of Cantonese-embroidery fragrant sachets exceeded 60,000 units.

By creating immersive cultural scenarios, consumers can experience the cultural value of Guangdong-made products firsthand. For example, the recent 2026 "Guangdong Flavor Shared Worldwide" campaign opened at Zhenbang Food Street in Shantou, inviting visitors to celebrate the Lunar New Year in Guangdong. Influencers from more than 30 countries and regions participated in immersive experiences such as Chaoshan paper-cutting and gongfu tea brewing to savor the rich festive atmosphere of the Chinese New Year in Guangdong and the charm of Lingnan culture, helping to build both buzz and reputation for Guangdong-made products going global.In addition, Guangdong has also seen notable success in building agricultural product IPs through cultural empowerment and narrative scenarios. For example, Zhanjiang Xuwen county has built an agricultural brand through the "Sea of Pineapples"IP and saw the pineapple's output value soar from 980 million yuan to 2.5 billion yuan; Huizhou has delved into the story between lychee and Dongpo and launched "Lychee Journeys" that invite international seafarers to experience the harvest firsthand, transforming seasonal fruit into "sweet ambassadors" for cultural exchange.

Source:PEARL

文化赋能让广货更具全球魅力

当潮流玩具融合了非遗技艺和AI设计，当广绣纹样应用在时尚箱包与服饰之中，当“荔枝花旦”IP助力广东荔枝销往欧美高端市场，众多广东好物正以文化为桥，实现从“卖产品”到“卖文化”的深刻跨越。

非遗是广货品牌的文化根基。广东共有165项国家级非遗项目，从醒狮、英歌舞到广绣、广彩，这些传统文化瑰宝通过创造性转化，成为广货突围市场的核心竞争力之一。

数据显示，顺德香云纱2025年年末展会总交易额超3.56亿元，清远连山狮头2025年销售1.2万套，广绣香囊单品年销售量超过6万个。

通过构建沉浸式文化场景，让消费者在体验中感知广货的文化价值。例如，近日“广东年味 世界共享”请到广东过大年新春活动在汕头镇邦美食街启幕，30多个国家和地区的外籍达人沉浸式体验潮汕剪纸、工夫茶冲泡等，感受浓浓的“粤式”年味和岭南文化魅力，为广货出海积累人气和口碑。此外，广东在打造农产品IP领域，通过文化赋能、场景叙事等取得了不错的成效。如湛江徐闻菠萝以“菠萝的海”IP打造农产品品牌，产值从9.8亿元跃升至25亿元；惠州荔枝深挖东坡文化，通过“荔枝之旅”让外籍船员亲身参与采摘，将时令鲜果转化为文化交流的“甜蜜使者”。

文｜记者 杨帅
译 | 郑奕玲
英文审校 | 赵凡