Junyin Zhang, Mengfang Ye, Lifang Chen

Junyin Zhang

June 01, 2025

Dongguan Aagarwood, Intangible cultural heritage, Intangible service, Consumer engagement, Cultural influence.

This study explores the innovative approaches to the inheritance and development of Dongguan Aagarwood, an important component of Lingnan's cultural heritage, through the design and commercialization of DIY products that appeal to both undergraduate students and elderly consumers. By integrating Cultural Gene Translation Theory, the research highlights the shift from tangible products to intangible experiences in modern consumer culture. The study uses a combination of survey-based data analysis and field observations to understand the diverse needs and preferences of these consumer groups. The findings indicate that younger consumers, particularly university students, are drawn to customizable DIY incense kits that allow for hands-on engagement and cultural expression, while elderly consumers favor traditional, ready-made incense products, appreciating their cultural value and therapeutic benefits. This research emphasizes the importance of balancing authentic craftsmanship with modern consumer needs, suggesting that product designs should cater to both tangible and intangible aspects of cultural consumption. The paper offers a model for the sustainable development of intangible cultural heritage, proposing that the Dongguan Aagarwood industry can successfully transition into the experience economy by focusing on cultural immersion, personalized products, and educational services.

© 2025, the Authors. Published by ISCCAC

This is an open access article distributed under the CC BY-NC license