The Cross-Cultural Application of Cantonese Opera Costume Elements in 3D Pop-Up Card Design: Focusing on Youth and Intangible Cultural Heritage Elements

Study aims to explore the role of three-dimensional greeting cards in disseminating the non-heritage culture of Cantonese Opera. Three-dimensional greeting cards have crossed cultural barriers with their intuitive appeal and exquisite craftsmanship, becoming a global form of artistic expression. This study designed three-dimensional greeting cards featuring Cantonese opera costume elements - phoenix crown, leaning, official coat, open cloak, cape wind and python robe - with the aim of enhancing viewers' appreciation of Cantonese opera costumes, stimulating non-local youths' interest in Cantonese opera and traditional Chinese culture, and promoting cultural heritage and innovation. In this study, a quantitative questionnaire survey was conducted among adolescents aged 13 to 17 to assess their understanding of the cultural elements of Cantonese opera and their preference for visual representation. The results of the study showed that the respondents generally demonstrated a strong interest in NLCs and a preference for sharing three-dimensional greeting cards, although there were differences in their understanding of different cultural elements. This study emphasises the importance of in-depth understanding of non-heritage cultural elements for innovative communication, and concludes that three-dimensional greeting cards, as an innovative communication medium, significantly enhance the enthusiasm for exploring non-heritage culture and effectively promote the wide dissemination of Cantonese opera non-heritage culture.