Images of Liangzhu jade and celadon are appearing on SF Express envelopes as Zhejiang brings its cultural heritage into everyday life.

The packaging was developed jointly by the Zhejiang Provincial Department of Culture, Radio, Television and Tourism and SF Express. It is one example of the province's Cultural Gene Activation Project, launched in April 2024. An exhibition at Zhejiang Library's Zhijiang branch is presenting its progress.

A provincewide survey has recorded more than 30,000 cultural resources. The initiative has identified 3,023 key cultural elements and distilled 10,859 "cultural genes" from core cultural resources.

At Liangzhu, a database containing more than 1,000 sets of color data and nearly 100 sets of standardized vector patterns is informing product designs. Traditional motifs and colors have been incorporated into brush gift sets, cups, and other products.

Kaihua's revived traditional paper is being bought by libraries and archives for document restoration, giving the craft a practical role in preserving historical records.

The initiative has 201 projects in development across eight action areas, including new uses for ancient books and paintings, the renewal of traditional industries, and heritage-inspired product development.