A national intangible cultural heritage inheritor specializing in Tibetan weaving and cross-stitch embroidery, Yang Huazhen, has achieved remarkable success by generating over 3 million yuan in revenue last year solely from licensing her ethnic pattern IPs to nine major brands, including Universal Studios, NBA China, and China Minsheng Bank. What is the secret behind this achievement?
When first approached by Japanese cosmetics brand Shu Uemura in 2014 to design patterns for makeup remover oil packaging, Yang initially hesitated to quote 30,000 yuan for two patterns created in just three days. To her surprise, the brand offered 200,000 yuan. The key to this high valuation lay in Yang’s custom-designed patterns—featuring green tea and vajra motifs—which combined strong ethnic characteristics with positive symbolism, while being original works rooted in but not limited by traditional Tibetan and Qiang embroidery styles.
Beyond one-time licensing fees, Yang’s studio explores diversified revenue models. For instance, in addition to the upfront payment from Shu Uemura, Yang secured a 5% sales royalty, earning approximately 3 million yuan from the product’s revenue. Similarly, her collaboration with Universal Studios for the "Jurassic World" series involved embroidering dinosaurs with dozens of floral and plant motifs, entitling her to a share of earnings from related merchandise.
To avoid treating IP licensing as a one-off transaction, Yang’s team has embraced digital innovation. A lab led by three PhDs digitizes embroidery works, creates animations for social media promotion, and develops digital collectibles. These digital assets not only generate sales but also allow buyers to participate in offline embroidery experiences. Future plans include using AI to learn Yang’s style and enable users to design derivative patterns, potentially minted as NFTs, with the studio earning usage fees or royalties.
According to Feng Yang, the studio’s manager, sustaining IP licensing vitality requires continuous innovation—the studio currently holds about 200 copyrighted works. However, Yang Huazhen emphasizes that innovation must be grounded in preservation. As traditional culture gains popularity, brands increasingly seek authentic cultural elements, but inheritors must reinterpret traditions to reflect contemporary relevance.
Professor Li Jin of Sichuan University notes that successful IP transformation of intangible cultural heritage depends on clear intellectual property rights, active promotion through events and digital platforms, and a strategic shift from artisan to product manager and IP operator. With proper rights management, innovation, and operational expertise, more intangible cultural heritage practices can achieve cross-industry growth.