"The core of Dunhuang Museum's cultural innovation lies in blending traditional and modern culture," said Luo Dan, Dunhuang marketing center manager of Silk Road Souvenir during the 7th Silk Road (Dunhuang) Cultural Expo on Sept 22.

"We explore the commercial value of Dunhuang's IP while seeking brands that resonate with it.”

Luo emphasized the responsibility that comes with promoting the city's cultural heritage to those in attendance at the expo.

"Youth are the pioneers of the era," he noted, adding that in today's globalized world, with increasingly frequent international exchanges, the role of young people is becoming even more prominent.

Driven by their unique perspective and persistent efforts, Luo and his team have spent years carefully curating the Dunhuang Museum IP brand, drawing inspiration from Dunhuang's cultural stories and observing the changing lifestyles of young people.

Luo views cultural innovation as a multifaceted endeavor: "Cultural innovation is a lasting vehicle for cultural confidence," he added, "a public initiative that aids heritage preservation, an artistic creation that leads trends and a commercial integration that reflects values.

"We firmly believe that the best way to preserve traditional Chinese culture is to make it popular once again.”

Luo's team has pioneered products such as Dunhuang-themed skateboards, blending traditional classical art with modern sport, and collaborated with popular media programs to create Dunhuang cultural content.

These initiatives have sparked widespread discussions across online platforms, capturing the attention and admiration of younger audiences.