Cross-Industry Collaboration Pathways for Intangible Cultural Heritage Brands: The Case of Miao Medicine

This article examines how cross-industry collaboration enables the "cultural breaking-out" of intangible cultural heritage (ICH) brands, using Miao Medicine as a focused case. Drawing on a mixed corpus synthesized from practitioner interviews, policy and media materials, and secondary scholarship, we map four workable collaboration tracks—healthcare integration, experience-led tourism, digital/online dissemination, and education with intergenerational transfer—supplemented by two amplifiers: national exhibitions & documentaries and co-development with wellness/cosmetic firms. We show that successful breakout hinges on (1) narrative framing that balances authenticity with accessibility, (2) participatory communication that positions local bearers as co-creators, and (3) ethical governance around IP, benefit-sharing, and power asymmetries. While collaborations expand recognition and markets, they also introduce tensions (commodification, stereotyping, epistemic appropriation). We propose an evaluative framework—Value, Voice, Viability, and Vigilance (the "4V test")—to steer partnerships toward cultural integrity and sustainable impact. The study contributes a concise, practice-ready model for policymakers, cultural institutions, and heritage entrepreneurs working to enhance the visibility and viability of endangered ICH in datafied media ecologies.