DESIGN RESEARCH ON CULTURAL AND CREATIVE PRODUCTS OF GUANGZHOU CANTON FAIENCE [ICH]: PERSPEATIVES FROM CULTURAL EVOLUTION AND ANTHROPOLOGY

Abstract

As an important intangible cultural heritage of the Lingnan region, Guangzhou Guangcai porcelain reflects rich historical meanings and the integration of Chinese and Western aesthetics. However, contemporary social change has led to weakened transmission of traditional craftsmanship and a gap between cultural symbols and modern contexts. This study, drawing on cultural evolution and anthropology, investigates the history, artistic features, and traditional techniques of Guangcai porcelain through literature review, fieldwork, and interviews, and explores its innovative application in cultural and creative product design. The study finds that its vitality comes from the cultural evolution mechanism of “variation–adaptation–inheritance.” Historically, the absorption of Rococo elements forming “Chinese form with European charm” provides a basis for modern innovation. Building on this, the study proposes strategies for translating traditional symbols and applies techniques such as “weaving gold” and “opening” in designing cultural products like stationery for young consumers, demonstrating the relevance of cultural evolution theory. From an anthropological perspective, the production–consumption relationship has shifted: producers now include cross-disciplinary collaborators, consumers expand to younger groups, and the social context moves from “maritime trade” to one characterized by cultural confidence and globalization. The study ultimately constructs a full-chain design system—from cultural excavation to modern application and market feedback—offering guidance for the living inheritance and innovative development of Guangcai porcelain.