Ningbo Traditional Red Paint Gilding Wood Carving Inheritance and Communication in the Context of Globalization

Background and Aim: In the context of globalization, traditional crafts such as Ningbo Red Paint Gilding Wood Carving—a national intangible cultural heritage—face dual challenges of cultural erosion and industrial decline, while also encountering new opportunities through digitalization and global cultural exchange. This study aims to investigate the status of inheritance, the threats and challenges faced, and innovative strategies to ensure sustainable transmission and international dissemination of this ancient craft. Materials and Methods: This research adopts a comprehensive mixed-methods approach, integrating literature review, fieldwork, case studies, comparative research, interviews, and policy analysis. Data collection involved site visits, semi-structured interviews with inheritors and policymakers, documentation of production processes, consumer segmentation studies, and review of Chinese and international cultural policy frameworks. Analytical tools such as SWOT analysis and digital ethnography were applied to derive insights. Results: Findings reveal critical threats, including declining artisan populations, low youth engagement, and limited digital adaptation. However, opportunities emerge through AR/VR-enabled digital preservation, cross-industry product innovation, and global branding strategies. Consumer segmentation showed strong interest among cultural tourists and luxury buyers. Successful international models (e.g., Japan, Italy, South Korea) offer replicable policy insights. A tiered product-market strategy and the proposed “3P Model” (Protection–Promotion–Profit) are recommended for revitalization. Conclusion: To achieve sustainable development, Ningbo Red Paint Gilding Wood Carving must integrate traditional techniques with modern innovation, supported by adaptive policy frameworks and global engagement. Digital transformation, interdisciplinary collaboration, and cultural tourism integration are key pathways. This case offers a model for preserving endangered crafts globally by balancing cultural authenticity with contemporary relevance.