Sichuan province's rural vitalization brand "39 Assistance" is taking the lead in exploring a new model that uses intangible cultural heritage intellectual property to empower agricultural product sales.

On Monday, the brand officially launched its first product, "39 Assistance · Snowy Region Yak Meat". It features the Qiang embroidery IP under Kunlun, an international cultural brand dedicated to blending Chinese traditions with cutting-edge tech like AI and the metaverse.

"39 Assistance" is a brand created by Sichuan Commercial Investment Group Co Ltd, a State-owned enterprise, to support the vitalization of the province's 39 underdeveloped counties.

Du Zhaopeng, who is in charge of "39 Assistance", said the rural vitalization initiative aims to leverage the commercial value of intangible cultural heritage IPs to enhance the brand recognition and market presence of agricultural products from underdeveloped counties.

"For example, Qiang embroidery, a renowned and commercially successful intangible cultural heritage from Sichuan, can add cultural value to yak meat and significantly expand its market reach," he said.

Du said the brand welcomes more partners to join the initiative and work together to build an ecosystem in which intangible cultural heritage empowers rural development, fostering the creation of more high-quality products.

Mi Cheng, founder of TraditioNow, a co-creation partner of the "39 Assistance" brand, said the 39 underdeveloped counties have abundant agricultural products but face challenges in expanding sales channels and showcasing their products to the outside world.

"By incorporating innovative design and branding strategies, coupled with quality control measures, these agricultural products can tap into larger markets," he said, adding that each product they developed has a product card inside that allows consumers to trace its origin and uncover its cultural stories.

Zhang Mu, founder of Chengdu Mupinlian Culture and Technology Co Ltd, another brand co-creation partner, said rural vitalization involves multiple sectors, including culture, commerce, agriculture, and tourism. He looks forward to working with various partners to build a co-creation platform that enhances the value of already valuable products.