Contemporary design culture framework for commercial value and marketability of Shandong handicraft products in China

China’s rich with the cultural heritage and diverse handicraft products represent an integral part of its regional economy and cultural legacy. Beyond of basic functional use, the handicraft products embody higher-level of aesthetical and service functions that reflecting to the cultural identity and values of regions. Shandong Province is renowned as the birthplace of Confucian culture and possesses with abundant cultural resources. However, the development and utilisation of its handicraft products was facing significant challenges. Solely relying on emotional attachment to preserve and innovate these crafts is insufficient. Instead, addressing market demands and consumer preferences is essential to creating Shandong handicraft products that are commercially practical while showcasing regional cultural characteristics and contemporary aesthetic values. This research aims to develop a new framework that integrates the culture and contemporary design elements for commercial value and marketability of Shandong handicraft products. The quantitative research method was selected where the data were collected through surveys by questionnaires from the handicraft product stakeholders, including artisans, craft masters, designers, manufacturers, and consumers. The results recognised ten (10) Shandong culture elements followed by thirteen (13) aesthetical elements and thirteen (13) functional elements that were most significant for a new design and development of Shandong handicraft products. The research also introduced a new framework namely Shandong Contemporary Design Culture (SCDC) framework. The validation of the framework by using the Conjoint Analysis through successful sampling product confirmed its contribution for commercial value and marketability of new Shandong handicraft products.

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