Exploring the Pathways of Intangible Cultural Heritage Empowering Rural Revitalization: A Case Study of ZanHuaWei (Hairpin Flower) in Xunpu Village, Quanzhou

Protecting Intangible Cultural Heritage (ICH) is of significant importance in advancing China’s rural revitalization strategy. This study constructs a theoretical framework integrating perspectives from industrial economics and gender sociology, analyzing three dimensions—brand effects and industrial chain development, women’s labor participation, and innovation-driven entrepreneurship—to explore the mechanisms through which ICH contributes to rural revitalization. By examining the practice of ZanHuaWei (Hairpin Flower) in Xunpu Village, Quanzhou, a phenomenon-level case of traditional craftsmanship transforming into a cultural tourism economy, this research deciphers the intrinsic logic of ZanHuaWei’s industrialization through field interviews. Key findings reveal three pathways for ICH-driven rural revitalization: (1) Brand effects catalyze closed-loop industrial chains through celebrity influence and social media, driving local economic growth; (2) Women’s deep engagement in employment forms a “three 90%” model, significantly enhancing household income and social value; (3) Entrepreneurial spirit drives product and marketing innovations, enabling the modern transformation of ICH techniques. The conclusion demonstrates that ICH industrialization, through the synergistic integration of multiple factors, effectively revitalizes rural economies and provides practical pathways for converting cultural resources into rural revitalization strategies.