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.

The project originates from Guangdong Province’s First-ClassCourse “Fun- damentals of Design (Three-Dimensional Space) (Project Number: 6040324137)”. The project is the interim results of the ideo- logical and political demonstration course “Fundamentals of Design (Three-Dimensional Space)” at Guangzhou Academy of Fine Arts in 2021 (Project Number: 6040321061); and Guangzhou Academy of Fine Arts Graduate Program “Cultural Elements and Creative Design Education” (Project Number: 6040122027SFJD).

Authors and Affiliations

1. The Guangzhou Academy of Fine Arts, Guangzhou, 510261, Guangdong, China

   Li Ou Yang, Ying Guo & Jinrong Liu

2. Zhongkai University of Agriculture and Engineering, Guangzhou, 510220, Guangdong, China

   Jie Ling

Corresponding author

Correspondence toJie Ling.

Editors and Affiliations

1. University of Crete and Foundation for Research and Technology - Hellas (FORTH), Heraklion, Crete, Greece

   Constantine Stephanidis

2. Foundation for Research and Technology - Hellas (FORTH), Heraklion, Crete, Greece

   Margherita Antona

3. Foundation for Research and Technology - Hellas (FORTH), Heraklion, Crete, Greece

   Stavroula Ntoa

4. University of Central Florida, Orlando, FL, USA

   Gavriel Salvendy

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