Sustainability of vanishing intangible cultural heritage: a case of clan-god worship symbols in West Hunan, China

Purpose: The purpose is to explore the cognitive status and attitudes of the successor group towards Tuwang worship and its related traditional culture. By identifying the challenges faced in preserving this intangible cultural heritage, the research aims to propose effective countermeasures that enhance the sustainability and protection of Tujia ethnic culture, thereby contributing to the broader discourse on cultural preservation in the context of modernization. Design/methodology/approach: This paper takes “discover problem Identify dilemmas Propose countermeasures” as the principal line, cultural elements were listed by deconstructing each brocade pattern, and a survey questionnaire was designed, thereby clarifying the status quo of the heritage and cognition of Tuwang worship series pattern (TWSP). Findings: The study reveals that, despite a high level of ethnic belonging and subjective initiative among the successor group to disseminate TWSP and their traditional culture, their cognitive level regarding TWSP is not optimistic. This group faces a dilemma of poor cognitive status, which poses a risk of TWSP gradually vanishing. Furthermore, the study identifies various heritage difficulties faced by TWSP, which including internal and external factors. Practical implications: This paper points out the fact that the intangible cultural heritage of some ethnic minorities is being weakened during modernization, and puts forward directions for strengthening its sustainability, aiming to provide a reference for improving the protection strategy of such cultural heritage. Originality/value: This study presents a comprehensive analysis of TWSP. Through a deconstructive approach applied to Tujia brocade, the research offers a novel perspective on understanding and preserving ethnic minority cultures, which highlights the significance of exploring endangered cultures of ethnic minorities in a cognitive “cold zone”. © 2025, Emerald Publishing Limited.