Constructing a Digital Identity Map for Qiang Embroidery in China: A Cross-Regional Heritage Study

Fangqin Zheng; Muhamad Fairus Kamaruzaman; Rusmawati Ghazali

doi:10.47405/mjssh.v11i2.3792

Fangqin Zheng College of Art & Design, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia
Muhamad Fairus Kamaruzaman College of Art & Design, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia
Rusmawati Ghazali College of Art & Design, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia

DOI: https://doi.org/10.47405/mjssh.v11i2.3792

Keywords: Qiang embroidery, Digital identity map, Intangible cultural heritage, Blockchain, Innovative transformation

Abstract

This study addresses the lack of cross-regional research on Qiang embroidery and explores how digital technologies can support the structured representation of intangible cultural heritage. Focusing on Sichuan, Shaanxi, and Gansu, the study proposes a framework for constructing a digital identity map for Qiang embroidery. A qualitative-dominant mixed approach was employed, integrating literature analysis, fieldwork, multimodal digital analysis, and blockchain-based experimentation. The findings reveal a gradient evolution of Qiang embroidery from indigenous forms in Sichuan to transitional expressions in Gansu and hybrid forms in Shaanxi, reflecting cultural interaction and migration. The digital identity map enhances the organisation and interpretability of cultural information by integrating motifs, craftsmanship, regional attributes, and transmission lineages into structured identity units. Furthermore, blockchain and NFT applications strengthen cultural credibility, traceability, and dissemination, enabling more effective public engagement and cross-regional comparison. The study concludes that digital identity mapping provides a new pathway for balancing cultural authenticity and digital innovation, contributing to sustainable transmission and global communication of intangible cultural heritage.

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