The research is dedicated to the analysis of the continuity of China's cultural heritage through the example of the integration of the legend of the Eight Immortals into food packaging design. It focuses on the evolution of visual (color palette, composition) and symbolic elements (character images, mythological plots) during the 20th and 21st centuries, as well as their adaptation to commercial requirements and technological innovations. Specific examples, from the packaging of "Zhonghua Sezi" cookies (1912–1949) with traditional ornaments to the interactive box "Zhiwei Guan" (2021) using shadow theater, demonstrate how design transforms from direct reproduction of myths to their stylization (anime style in the 2019 project). The study shows that the synthesis of traditional narratives with modern technologies (digital graphics, interactivity) preserves cultural identity, enhances emotional connection with consumers, and increases the market value of brands. A comparative analysis of the evolution of packaging (20th-21st centuries), visual (color, composition) and historical-cultural (context of the era) analysis of design elements, case analysis (the "Return of the Eight Immortals" project), and the study of the adaptation of mythological symbols have been employed. Qualitative methods include analysis of sources, visual materials, marketing strategies, and technological innovations. The integration of the legend of the Eight Immortals into packaging design reflects the dynamics of adapting cultural heritage to aesthetic and market challenges. For example, the transition from direct copying of mythological images (1990s "Penglai" wine packaging) to their stylization in anime style ("Return of the Eight Immortals," 2019) has preserved key meanings ("longevity," "luck"), making them relevant for youth. Interactive formats, such as shadow theater in the "Zhiwei Guan" packaging (2021), transform packaging into a tool for conveying historical memory, engaging consumers through playful elements. The novelty of the study lies in the systematic analysis of the transformation of visual elements and the demonstration of the relationship between the commercialization of archetypes and the growth of brand competitiveness. The synthesis of traditions with technologies creates a sustainable dialogue between the past and present, ensuring the practical significance of cultural memory in modern marketing.
YUEHAN JING (Sun,) studied this question.