非遗赋能与品牌叙事：消费社会转型中餐饮品牌符号的文化转向逻辑

Non-Heritage Empowerment and Brand Narrative: The Logic of Cultural Turn of Catering Brand Symbols in the Transformation of Consumer Society

摘要: 消费社会转型背景下，非物质文化遗产为餐饮品牌实现文化转向提供了核心动能。研究揭示，非遗作为活态文化记忆，借由品牌叙事转化为独特符号价值，助力品牌构建差异化优势。其深层逻辑在于仪式传播实践，餐饮品牌通过沉浸式空间设计、仪式化服务流程及节庆主题活动，将消费场景建构为文化共享与身份认同的场域，促使消费者在具身参与中强化对非遗文化价值的感知。然而，过度符号化也易引发文化本真性稀释、伦理风险及消费者审美疲劳等挑战。因此，餐饮品牌需超越符号表层，深入融合非遗文化精髓，在尊重本真基础上结合现代创新与互动机制，方能实现文化传承与商业价值的可持续共生。

Abstract: In the context of consumer society transformation, intangible cultural heritage (ICH) provides the core kinetic energy for catering brands to realise the cultural shift. The study reveals that ICH, as a living cultural memory, is transformed into a unique symbolic value through brand narratives, which helps brands build differentiated advantages. The underlying logic lies in the practice of ritual communication, whereby catering brands construct consumption scenes as a field of cultural sharing and identity through immersive spatial design, ritualised service processes and festival-themed activities, prompting consumers to strengthen their perception of non-heritage cultural values through in-person participation. However, over-symbolisation is also prone to challenges such as dilution of cultural authenticity, ethical risks and consumer aesthetic fatigue. Therefore, catering brands need to go beyond the symbolic surface, deeply integrate the essence of non-heritage culture, and combine modern innovation and interactive mechanisms on the basis of respecting the true nature of the culture, in order to achieve a sustainable symbiosis of cultural heritage and commercial value.