Reviewing my earlier interventions, I realised that it is necessary to interact with more cultural elements to change Millennials’ prejudice rather than just focus on the fashion industry. More and more people are entering the NFT market, however, the total number of consumers is so limited due to the secondary research before. Some questions are necessary for me to consider for the development of this project. How can my project different with others NFT project? What the products could bring to the Chinese Millennials? How can my social campaign influence their negative attitudes? Then I applied this idea into the endangered Chinese culture which is the double- sided embroidery. I contacted with one previous NFT expert, created a series that based on double sided embroidery and put on the R space. The detailed sales data for normal NFT products and the cultural one was compared to test the reaction of stakeholders. The data shows that Millennials are much more willing to buy the cultural one with detailed introduction and 80% of them said they love the story behind the products.
About the endangered culture
Double-sided embroidery, also known as double-sided embroidery, is one of China’s outstanding traditional national crafts. Double-sided embroidery began in the Song Dynasty. It is a kind of embroidery that embroiders the positive and negative images on the same base material in the same embroidery process, with the same outline and the same exquisite pattern, which can be carefully appreciated by people. Double-sided embroidery is mainly reflected in the four famous Chinese embroideries (Hunan embroidery, Suzhou embroidery, Guangdong embroidery and Shu embroidery).
Double-sided cross-color embroidery refers to the embroidery technique of both sides of the embroidery surface with the same pattern and stitch, but different colors
The steps of the intervention
- I contacted with previous NFT experts to check the possibility to have the double sided embroidery as NFTs through one online meeting. They thought it could be one new try but they could not confirm whether it could be successful as it is an endangered culture and the number of people who inherit this ability is quite limited now in China.
- Though there is possibility for the failure, I still decided to try it though no one had tried it before. If the cooperation between the endangered culture and NFT could work, this could open a very new method for NFT and give NFT a totally new cultural meaning. Then my parents helped me to contact with one person in China who inherit the double sided embroidery. He is a very young boy but with very excellent talent and had a very famous video on the Youtube. The following link is the video
https://youtube.com/shorts/AeOymJNwDq4?feature=share
3. He introduced me the process of making products and some important points to make NFT of double sided embroidery. Then we had the online meeting with the NFT expert to have clear market positioning of our products. Many stakeholders- Chinese Millennials are not familiar with this endangered culture. Also, it might be the first time for them to see the collaboration between the NFT and the endangered culture. How to tell them our thoughts and the story behind is quite necessary for the success of my idea.
4. After two-week design and edit, the model of the product that collaborated the NFT and the double sided embroidery was created.
https://youtube.com/shorts/UEWei-UI1kQ?feature=share
6 We put the double sided
The Reflections of stakeholders
- According to the survey on the select shop, 86% of the consumers were interested about the story of this endangered culture and 75% of them have more interest on these NFT with endangered culture compared with just simple NFTs.
- Due to the 26th November, all the NFT for the endangered culture on the R Space was sold out which the sales was much more better than the other products. To some extent, this shows that the social campaign I made showed people more social application of NFTs and kind of changed the purchase intention of Chinese Millennials.
- Most of consumers shared their ideas on the platform and expressed that the NFT collection made them more interested in the endangered culture- double sided emboidery.
Expert Feedback
For my new intervention, I asked the leader Shuyang Jiang of Chinese NFT company, who is one of the NFT experts that focused on endangered animals. He agreed with our ideas and gave us several suggestion through the meeting. I summarised these points.
- It is a long term way to change prejudice and it is also a long way to develop the NFT with endangered culture. It is better for us not only making the products but also one attitude. We need to have more communication with the double sided embroidery experts in China to gain deeper understanding with this culture and have better products.
- It is necessary to make the culture becomes more”interesting” and in this way could attract more Chinese Millennials to have attention on it.