Traditional craftsmanship is an iconic part of China's intangible cultural heritage, showcasing 1,000 years of history and living traditions. NetEase Games has been working to find innovative ways to express this traditional culture through interactive narratives and digital expression. Games such as Onmyoji, New Ghost, Fantasy Westward Journey, A Dream of Jianghu, Justice Online, and Ace Racer have been dedicated to promoting and reviving the heritage of traditional craftsmanship with digital game technology.

 

I. Fused Elements, New Cultural Treasures

        The vibrancy of traditional craftsmanship embodies the ingenuity and wisdom of generations of Chinese people. However, with the rapid development of modern society, the younger generation has increasingly limited access to these traditional cultural elements. NetEase Games has found innovative, modern, and hip ways to present cultural craftsmanship in games, organically integrating game art with traditional culture to give players an immersive way to engage with Chinese civilization.

　　Leaf carving, also known as leaf cutting, is an ancient Chinese cultural art. Craftsmen use dry, fallen leaves to carve intricate patterns based on the natural veins and particular shape of the leaf blades. In July 2022, Onmyoji collaborated with Dongchang Leaf Carving to create the carving scroll of the new character “Soulseeker Momiji”. The leaves used were yellow but not brittle, with curved but clear veins to match the soft yet tenacious Momiji. Mr. Wu Jinzhi, a fourth-generation apprentice of Dongchang Leaf Carving, interpreted the character's experiences through different movements and emotions on maple leaves, presenting the game's storyline in the form of leaf carving. The graceful maple leaf image transcends the virtual world, adding a sense of artistry to the character and plot, as well as introducing younger players to the beauty and historic charm of traditional leaf carving.

Onmyoji:  Soulseeker Momiji Carving Scroll

　　The game New Ghost also collaborated with Cai Zhiwei, a famous apprentice of the Beijing Velvet Bird craft, to promote the traditional craft in the game and breathe new life into the digital era. Twisting golden silk and spun mulberry silk become adorable rabbits fishing under the moon, symbolizing reunion. In New Ghost, the rabbits are a permanent game cosmetic. By combining heritage craftsmanship with virtual items, the game is able to craft a meaningful connection between games and traditional culture, form, and spirit, further showcasing the brilliance of such craftsmanship.

New Ghost: Velvet Rabbit

 

II. Capturing on Camera to Tell History

        Videos documenting the history and educational value of traditional crafts are effective ways to showcase intangible cultural heritage crafts. NetEase Games has advocated for traditional culture, utilizing camerawork and digital interactive technologies to record such heritage artistry. Based on documentary materials, folk artifacts, and oral testimonies, NetEase Games has digitally restored and showcased traditional crafts, narrating the historical cultural value and folk wisdom behind various heritage crafts.

　　For example, the game Fantasy Westward Journey PC invited Mr. Gao Shuiwang, an apprentice of Tang Dynasty tri-colored glazed pottery, to bring mythical creatures to life with his skilled brushwork and glazing techniques. A documentary film was also produced, allowing players to learn about the history and development of this traditional craft, observing how he made tri-colored glazed pottery from shaped form to finished product, complete with flowing glazes and ancient kilns. In this way, players could appreciate the craftsmanship and cultural value in this craft, fostering a genuine, profound sense of connection with traditional culture.

Fantasy Westward Journey PC: Tri-colored Glazed Pottery of the Tang Dynasty

　　In the game A Dream of Jianghu, NetEase Games collaborated with Guyu China to record and preserve various traditional handicrafts facing the risk of disappearance. A Dream of Jianghu set up its first intangible cultural heritage street block in the Jinling City map, using multiple stalls to showcase different cultural heritage themes such as Longquan celadon, West Lake silk umbrellas, woodblock New Year paintings, and Huzhou feather fans. Players could further understand the history and characteristics of each heritage craft by interacting with NPCs and thereby getting a more up-close view of the process of creating heritage treasures. In addition, the game also released thematic, bite-sized educational videos for each cultural heritage project that detailed the craftsmanship process and conveyed the pursuit of excellence.

A Dream of Jianghu: The Intangible Cultural Heritage Street Block

 

III. Supporting Cultural Products, Revitalizing Rural Industries

        Traditional Chinese heritage craftsmanship is often rooted in rural culture. Reviving heritage crafts and rural areas are closely intertwined, as crafts and rural life embody the wisdom of traditional agricultural production and life in China. NetEase Games has made multiple attempts to combine game IP cultural products with heritage craftsmanship, making it an important force in promoting the economy and revitalizing rural areas. Driving the development of local cultural industries also promotes the protection of intangible cultural heritage art.

　　In 2019, the game Justice Online collaborated with the Leishan County Government in Guizhou Province to launch the "Game-Driven Poverty Alleviation Trilogy". In addition to fully restoring and showcasing the beauty of Miao villages in the game and incorporating Miao ethnic clothing into the game design, Justice Online also partnered with NetEase Yanxuan to invite world-class jewelry designers to develop Miao silver jewelry. In this way, it helped preserve local Leishan brands and industries and contributed to poverty alleviation efforts. The exquisite bracelets and necklaces combine Miao silver jewelry forging techniques and Miao embroidery, both of which are intangible cultural heritage crafts. The designer got immersed in local culture and selected traditional butterfly and maple tree patterns to blend the intricate local ethnic style with contemporary aesthetics. The silver jewelry is crafted and produced by local Miao artisans in Leishan, while the embroidered patches on the silver jewelry are hand-stitched by local embroidery workers using Miao embroidery techniques.

Justice Online: Miao-style Silver Jewelry

　　The game Ace Racer also collaborated with Hainan Tourism and Culture to incorporate a Li brocade, a traditional craft of the Li ethnic group that has been passed down for thousands of years, into its outfit system. As an ancient part of the Chinese textile history, Li brocades combine spinning, dyeing, weaving, and embroidery and use exquisite dialect symbols to record the Li ethnic group’s different regional cultural ecology. Each stitch reflects the folk customs of the Li ethnic group. The Ace Racer team was committed to presenting the heritage craft’s true beauty. With extensive research and on-site visits, they synthesized the characteristics of traditional Li ethnic hairstyles, colors, combinations, and patterns. By using a digital medium, the game helps younger players fully experience the beauty of Li brocades and witness the digital transformation of the traditional tourism industry, creating a mutually beneficial situation that promotes intangible cultural heritage and drives economical development.

Ace Racer: Li Brocade

　　Craftsmanship is passed down from generation to generation in an endless line. Heritage crafts, honed over time, embody the perseverance and ingenuity of traditional artisans and are important parts of Chinese civilization. NetEase Games continues to explore the positive value of games. By harnessing the power of digital technology, it has sought an innovative convergence point between traditional culture and game art. With a people-oriented approach and dynamic inheritance, it continues to convey the beauty of intangible cultural heritage, the beauty of life, and the beauty of tradition.