A Study on the Pathways to Innovation in the Design of Enshi Nuo Mask Cultural and Creative Products Driven by AIGC

Abstract

Against the backdrop of growing attention to digitalization and the preservation of intangible cultural heritage, Enshi Nuo masks—as a distinctive cultural symbol of the Tujia region—face developmental challenges such as a generational gap in transmission, insufficient exploration of their cultural significance, and homogenization of cultural and creative products. The in-depth application of Generative Artificial Intelligence (AIGC) technology offers new possibilities for overcoming these challenges. This paper first elaborates on the technical principles of AIGC and its current applications in the field of cultural and creative design; second, it systematically examines the regional cultural context, artistic characteristics, and transmission challenges of Enshi Nuo masks; subsequently, it outlines an innovative pathway for AIGC to empower the cultural and creative design of Enshi Nuo masks; finally, using the generative design practice of the picture book The Little Carpenter and the Mask God as a case study, it demonstrates the end-to-end application of AIGC tools in plot generation, storyboarding, character development, and illustration. The study indicates that AIGC technology can effectively enhance design efficiency and revitalize the cultural representation of intangible cultural heritage (ICH), but its successful application requires support from high-quality cultural databases and effective human-machine collaboration capabilities. In the future, we should adhere to the ethical boundaries of cultural authenticity and promote the deep integration of AIGC with the ICH cultural and creative industry.