Gugang Xi “Zhuang March 3rd”: The Expression of Zhuang Culture in Visual Design

Shiyao Xin; Pisit  Puntien

doi:10.60027/iarj.2026.e293227

Authors

Shiyao Xin Suan Sunandha Rajabhat University, Thailand https://orcid.org/0009-0000-4593-2846
Pisit Puntien Suan Sunandha Rajabhat University, Thailand https://orcid.org/0000-0002-4495-9147

DOI:

https://doi.org/10.60027/iarj.2026.e293227

Keywords:

Zhuang March 3rd, Zhuang Culture, Visual Design, Creation of Souvenirs, Tourism Economy

Abstract

Background and Aims: In 2014, "Zhuang March 3rd" was listed in the national intangible cultural heritage. Governments at all levels in Guangxi began to build the national cultural brand of "Zhuang March 3rd". The brand value of "Zhuang March 3rd" has attracted more and more attention from the world. How to explore the artistic techniques and design practices of the "Zhuang March 3rd" ethnic characteristics in graphic design? This paper aims to create a creative handicraft tourist souvenir design from the traditional festivals of the "Zhuang March 3rd"

Methodology: Combination of qualitative and quantitative research in the visual form of static structure semiotic analysis, field research, and interviews. Combing through the changing process of the visual form of the "March 3rd" festival, on the cultural dimension, historical dimension, natural dimension, and social dimension of the Guangxi Zhuang nationality.

Results: Analyze and study the patterns and color design of Zhuang brocade in Zhuang culture, and further investigate the design of creative handicrafts and tourist souvenirs. Through field investigation, selection of design techniques, selection of pattern elements, and selection of tourist handicrafts, four types of handicraft products of Silk scarves and pillows, and keychains, postcards (Zhuang ethnic pattern keychain, postcard). The final finished style, with rich colors, is suitable for the tourism market.

Conclusion: "Zhuang March 3rd" is integrated into the intangible cultural heritage tourism industry to create tourism souvenirs, release research results to the Guangxi government, improve the local tourism economy, enhance the market position of ethnic minority tourism commemorative products, and change their singularity. Expand the scope of tourism projects, combine the rational development of intangible cultural heritage tourism, and promote the widespread dissemination of the "Zhuang March 3rd" festival celebration.

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