Research on the Current Situation and Characteristics of the Dissemination of Beijing Intangible Cultural Heritage in Japanese Media

This study focuses on Japanese youth and employs a questionnaire survey to examine their cognitive structure, sources of information, and participation patterns regarding Chinese traditional culture and intangible cultural heritage (ICH). A total of 299 valid questionnaires were collected. The sample was predominantly composed of respondents aged 18–25 (80.8%), with a relatively balanced gender distribution (56.6% male and 43.4% female). The findings indicate that respondents’ understanding of Chinese traditional culture is characterized by symbolization and superficiality. The cultural items with relatively high levels of recognition are mainly highly visualized and consumer-friendly symbols that have gained visibility through international communication. For example, Tai Chi was recognized by 75.8% of respondents, the Lion Dance (Baizhifang Taishi) by 55.6%, and the culinary craft of Peking duck by 44.4%. In contrast, items with strong regional characteristics and deeper technical or cultural connotations were far less well known. In terms of information sources, respondents relied heavily on television documentaries and social media platforms, while school courses and print media played more supplementary roles. By comparison, the proportions of knowledge acquisition through travel, on-site experience, and interpersonal communication were relatively low, suggesting an overall lack of offline cultural contact and participation. Based on these findings, this study argues that, while continuing to make use of mass media communication, ICH content should be incorporated more systematically into school- and community-based educational settings. More interactive and sustainable experiential programs should also be developed so as to encourage Japanese youth to move beyond the symbolic consumption of “knowing the name” toward deeper understanding and active participation in the meanings and practices of Chinese traditional culture and intangible cultural heritage.