Cultural Heritage Driven Development: A Case Study of Clay Sculptures in Jiangzhuang Town, China

In 2018, the Chinese Central Government issued guidelines for implementing the rural revitalization strategy. In recent years, China has been committed to solving the problem of lagging rural economic development and has been an active advocate and potent promoter of poverty reduction worldwide. Developing excellent traditional culture is crucial to promoting rural economic and social development, especially for areas with a weak economic base but rich in cultural resources. Since the 18th National Congress of the Chinese Communist Party, General Secretary Xi Jinping has proposed that the direction of outstanding traditional culture should be "creative transformation" and "innovative development." This study explores the innovative path of using clay sculptures to revitalize the rural economy in Jiangzhuang Town, Gaomi City, Shandong Province. Based on social innovation theory, this study analyzes the innovation process of top-down measures and bottom-up participation from the perspective of rural revitalization. The case study chooses the folk handicraft, Gaomi clay sculptures, to reflect the efforts made by different actors in developing traditional culture. Qualitative data is collected using in-depth interviews, participant observation, and local government document analysis. The social innovation theory provides a valuable perspective for understanding how rural community involvement plays a role in rural revitalization and how it can be coordinated with the government to promote sustainable development. Local governments, grassroots organizations, and community residents should all work to develop an innovative mechanism that generates sustained economic benefits.