Sichuan Fine Arts Institute Design Featured in China Daily: Intangible Cultural Heritage Visuals Boost “Village Super League” Culture

Recently, the international edition of China Daily reported on the design achievements of Associate Professor Wang Xi and her team from the School of Design at the Sichuan Fine Arts Institute, titled “Colorful Guizhou, Vibrant Energy—Cultural Identity Design for the ‘Village Super League’ and ‘Village BA’.” The report praised the team as “ambassadors of intangible cultural heritage with warmth.” It highlighted that their designs not only accurately capture the passion of rural sporting events but also profoundly convey the warmth and depth of traditional Chinese culture. This recognition is not only an affirmation of the team’s design work but also high praise for the Sichuan Fine Arts Institute’s longstanding commitment to grounding artistic practice in the Chinese context and serving social development.

Image: Layout of the China Daily International Edition Report

Rooted in Chongqing, the “City of Design,” Creating a Model for Design Innovation in Southwest China

As a key institution for higher art education in Southwest China, the Sichuan Fine Arts Institute has consistently served as the core academic engine and creative source supporting Chongqing’s efforts to become a “City of Design.” Led by Associate Professor Wang Xi and collaborating with Professor Xiang Haitao, Associate Professor Chen Mei, and postgraduate team members including Gong Zihan, Deng Haoruonan, Sun Yihang, Feng Jing, Meng Zhiqi, Yang Junbo, He Jiayi, and Zhou Yuan, the cross-regional design team created the cultural identity for Guizhou’s “Village Super League” and “Village BA.” This project exemplifies the Sichuan Fine Arts Institute’s design influence, which is rooted in Chongqing and extends throughout Southwest China. In the process of Chongqing’s development as a “City of Design,” the institute continues to empower regional cultural prosperity through design. The practice of Associate Professor Wang Xi’s team adds a vivid footnote to the innovative development of the “City of Design” in the Southwest region.

Image: Selected Visuals from the “Colorful Guizhou, Vibrant Energy—Cultural Identity Design for the ‘Village Super League’ and ‘Village BA'” Project

Cultural Empowerment for Rural Revitalization, Unlocking New Paths for Contemporary Expression of Intangible Cultural Heritage

In serving the national rural revitalization strategy, the Sichuan Fine Arts Institute has consistently adhered to using art and design to activate the internal development momentum of rural areas. Guided by the principle of “using events to support industry, attract investment, and boost tourism,” the team conducted multiple in-depth visits to the event locations in Guizhou. They thoroughly explored the aesthetic value of intangible cultural heritage such as Miao embroidery and peasant paintings. Their work encompassed a comprehensive visual system, from documenting significant historical events and promoting festival culture to designing cheerleading uniforms and equipment. They transformed sporting events like the “Village Super League” and “Village BA” into cultural symbols that blend the rustic charm of rural life with the civilizational landscape of the new era. From a professional visual communication perspective, the team promoted the multifaceted integration of “sports events + intangible cultural heritage,” breaking down linguistic and cultural barriers. Through the visual identity of the “Village Super League” and “Village BA,” global readers can perceive a vibrant, harmonious, and contemporary Chinese countryside.

Resonance of International Awards and Mainstream Media, Showcasing the Global Influence of Sichuan Fine Arts Institute Design

Furthermore, the team’s design work also won the Red Dot Design Award, garnering widespread attention in the international professional community and on the global communication stage. This achievement demonstrates that Sichuan Fine Arts Institute design has taken solid steps in enhancing the international influence and appeal of traditional Chinese culture and possesses the ability to tell compelling Chinese stories within a global context.

In recent years, while practicing “cultural empowerment for rural revitalization and intangible cultural heritage inheritance,” the team has gradually developed a set of artistic expression methods that highlight the spirit and vitality of rural areas. In the future, the Sichuan Fine Arts Institute will continue to adhere to the educational principle of “Art for the People,” closely follow the pulse of the times, and exert continuous effort in building the Chengdu-Chongqing Economic Circle and promoting the comprehensive revitalization of rural areas. The institute will further strengthen the social service function and internationalization level of its design discipline, cultivate more top-notch innovative talents with humanistic sentiment and global competitiveness, serve national strategies with higher-quality artistic achievements, and convey to the world the warm and profound strength of Chinese design.

Source: Sichuan Fine Arts Institute Design WeChat Official Account “川美设计”
Images: School of Design, Sichuan Fine Arts Institute