Commercializing culture in China: The reconstruction of cultural symbols and the adaptation of the torch festival

The Torch Festival, a significant cultural heritage of the Yi ethnic group in Yunnan, China, has undergone significant reconstruction of its cultural symbols in the context of globalization and modernization. This study employed qualitative methods, drawing on semi-structured interviews, participatory observation, and literature analysis, to explore the reconstruction mechanisms and modern adaptation strategies of the Torch Festival's cultural symbols. The study found that this reconstruction was manifested in ritual simplification, cultural expansion, and commercialization, with a shift from community-led inheritance to tourism-driven symbolic reproduction. Digital technology has both expanded dissemination and exacerbated symbolic alienation. Thematic analysis identified five key themes: ritual simplification and cultural identity, cultural expansion and modern innovation, intergenerational differences and inheritance challenges, commercialization and cultural adaptation, and digital technology and cultural communication. This study fills existing gaps and provides a reference for the modern development of traditional festivals.