Research and design of cultural and creative industries in the Qinba Mountains of Southern Shaanxi

The Qinba Mountain area, located in the southern part of Shaanxi Province, serves as a crucial ecological barrier and cultural melting pot. It is home to valuable agroforestry resources and cultural heritage. Simultaneously, the area is economically underdeveloped, with issues such as low agricultural product prices, hindrances to the sale of agricultural and sideline products, sluggish tourism and cultural creative industry growth, and barriers to the preservation of intangible cultural heritage. In this context, the aim is to integrate the agricultural, intangible cultural heritage, and tourism resources in the southern region of Shaanxi Province. Through a series of design techniques, these resources can be transformed into new economic growth points to promote the sale of local agricultural products, stimulate the development of tourism, cultural and creative industries, and promote the inheritance of intangible cultural heritage. We systematically explored and studied the cultural resources of the Qinba Mountain area in southern Shaanxi Province through field visits and research. Based on this, we designed an IP image that reflects the local cultural characteristics. We then derived a product cluster centred on tourism cultural and creative products, packaging of agricultural products, and packaging of intangible cultural heritage. By integrating tourism resources, agricultural products, and intangible cultural heritage, we have promoted local economic development and the preservation of cultural heritage. This provides reference methods and ideas for exploring the sales of agricultural products, preserving intangible cultural heritage, and developing tourism resources in remote mountainous areas of China. •Qinba Mountain in Shaanxi: vital eco-cultural hub with heritage, agriculture, and forestry significance.•Economic challenges in ecologically rich area: low agri/forestry prices, sales, cultural tourism, heritage barriers.•Project goal: Use regional strengths in ecology, agriculture, forestry for growth, benefiting residents and culture.•Development: value nature. Consolidate the results of poverty eradication and promote rural regeneration.•Integration: Fuse culture, tourism, agri; spotlight innovation. Create a brand image and shape product clusters.