Tianyang Zhang, Chao Ruan

(Chongqing University of Posts and Telecommunications)

Abstract：

IP (Intellectual Property) reflects the meaning of values, outlook on life, worldview or philosophy, and ultimately aims to resonate with people culturally and emotionally. The inherent spiritual value of intangible IP is more conducive to integrating with the physical and tourism industries, creating a business model that combines cultural and creative industries with cultural and tourism integration. The handicraft IP under the aesthetic transformation is not only conducive to promoting the exploration of "traditional culture+contemporary spirit" in the cultural and creative industries, but also serves as a carrier of IP, realizing the continuation and development of the inherent vitality of IP.

Key Words：

aesthetic evolution; intellectual property; handicrafts; cultural and creative industry