Aba Prefecture’s “Hearth Fires Economy” Ignites: Unlocking Dual Value in Intangible Cultural Heritage and Modern Commerce

When UNESCO-listed Qiang New Year meets the symbolic “Hearth Fires”, Aba Prefecture has found a new path where cultural heritage and economic development progress hand in hand.
From November 19–20, the “Splendid Aba · Joyful Qiang New Year 2025” celebrations took place in Wenchuan, transforming the Hearth Fires from a traditional gathering space into a dynamic cultural connector linking festivals, parades, communal banquets, and markets. The “Hearth Fires Economy” not only brought new vitality to living heritage experiences but also gained recognition from national media as a leading model of intangible cultural innovation—unlocking both cultural and commercial value.

Behind this success lies Aba’s deep understanding of “living preservation” of heritage. By positioning the “Intangible Heritage Hearth Fires” as the central hub, Aba connects tradition with innovation, culture with tourism, and traffic with consumption—paving the way for a heritage-driven modern industrial ecosystem.

Across the celebration venues in Wenchuan, the fusion of tradition and modernity was vividly displayed.
During the Qiang Heritage Parade, locals in ceremonial attire performed sacred blessing rituals, embodying reverence for their ancient beliefs.
At the Hearth Fires Community Banquet, guests and residents gathered around communal tables, sharing food, stories, and festive warmth—the Qiang way of expressing family and unity.
At the Hearth Fires Heritage Market, the model of “offline experience + online commerce” broke spatial boundaries: craftsmen from Baiyi Workshop demonstrated traditional techniques; meanwhile, Gudao Live Studio broadcast real-time cultural product sales to nationwide audiences, bringing heritage not only to life—but also to the market.

Aba’s innovation is no coincidence. By reimagining the Hearth Fires—from a cultural symbol into a shared economic platform—it moved beyond the passive display of heritage to embrace digital commerce, experiential tourism, and participatory culture. This approach makes heritage visible, tangible, marketable, and sustainable, empowering artisans to gain income while preserving tradition. 

The rise of the “Hearth Fires Economy” proves that the Hearth Fires IP holds significant commercial potential and storytelling power. More importantly, it demonstrates that the “Aba Model” is not merely an ideal—it is a practical, replicable blueprint. It protects cultural roots while adapting to modern dynamics, offering a Chinese solution that blends warmth with strength in safeguarding global intangible heritage.

Today, Aba stands as a glowing example. With the Hearth Fires as its bridge, heritage comes alive through immersive experience, while real economic opportunity fuels its continuity.
From local villages to global audiences, Aba’s story shows how ancient civilizations can thrive in contemporary interactions—warming hearts, igniting creativity, and reaching far beyond mountains and borders.