China – The home-stay platform has launched a campaign designed to connect younger Chinese travellers with their roots through the country’s cultural traditions.
Created by Mother Shanghai in collaboration with film-makers Lucky Sparks, the campaign's Lost & Found film is being rolled out across Airbnb’s social platforms with the aim of promoting local cultural experiences in China. The initiative is designed to elevate 40 Intangible Cultural Heritage (ICH) experiences in Beijing, Chengdu, Guangzhou and Qiandongnan by showing younger travellers’ reactions to a series of Chinese traditions. ‘Our mission at Airbnb is to bring people together, sharing experiences and building communities. It’s worrying that as generations pass, culture gets forgotten. This film is our contribution to help culture be remembered,’ reads an Airbnb statement.
With many young Chinese people unaware of the intricacies of their heritage, Airbnb hopes to educate and uncover the nation’s rich history. As we explore in our Emerging Youth: China Market, the notion of the Chinese dream is on the rise as the American dream falls out of favour.