Spreading Jiangnan Tea Charm via the Grand Canal: AR Interaction and IP Design for Yangzhou Famous Tea

Abstract

Tea culture is an important symbol of Chinese traditional culture. In the context of the deepening integration of cultural creativity and cultural tourism, tea sets not only carry cultural memories but also become an important medium for activating intangible cultural heritage resources and promoting cultural consumption and communication experience. ( Qiuli Qin,2025) Yangzhou’s famous tea culture is a significant local Intangible Cultural Heritage (ICH) and regional cultural symbol. However, when communicating to the 18-35 age group and non-local tourists, it faces digital communication dilemmas such as lack of experientiality, single narrative, and insufficient cultural recognition. Based on the Cultural Communication Theory, this study constructs a digital cultural communication system integrating AR interaction technology and IP image design. The system aims to vitalize Yangzhou's famous tea culture through multi-scenario and immersive experience design, enhance its communication power and influence, thereby providing methodological references and practical cases for the digital innovative communication of similar traditional cultures.

Keywords: Yangzhou Tea Culture, Cultural Communication Theory, AR Technology, Interaction Design, IP Image Design, User Experience

DOI: 10.54941/ahfe1007630