02233nas a2200145   4500000000100000008004100001100001700042700001500059700001300074245018500087856014800272300001400420490001000434520164300444                                       d1 aLiuxun Zhang1 aRulan Yang1 aZihan Ma00aResearch on Cultural Construction of Spring Festival Gala Mascot Using Intelligent Computing Model - Brand Innovation and Communication Path of Chinese Intangible Cultural Heritage  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-105004195293&doi=10.61091%2fjcmcc127b-280&partnerID=40&md5=55b8159f8443b645884bbb7b2ecfcf5e  a5029-50480 v127 b3 aThis study focuses on the construction of Spring Festival Gala mascot culture using intelligent computational modeling, so as to explore the brand innovation and communication path of Chinese intangible cultural heritage. The Apriori algorithm is utilized to extract the features of intangible cultural heritage in the mascot design, and at the same time, the association rules between different intangible cultural heritage features are mined and integrated into the design. The traditional Apriori algorithm is improved based on Boolean matrix and adaptive updating support calculation strategy to ensure its effectiveness and innovativeness for mascot design. Combined with the theory of propagation dynamics, the propagation model of this paper is constructed by adding the node of latent propagator on the basis of the traditional model of infectious disease (SIR). And in order to enhance the influence of the mascot in the communication network, this paper proposes a mascot accurate recommendation model for its further dissemination. The research results show that the method of this paper can effectively extract the non-heritage cultural features and association rules in the Spring Festival Gala mascot, and the Spring Festival Gala mascot designed by the method of this paper can ensure high economic benefits under the premise of high quality. In addition, the communication model and precise recommendation method constructed in this paper can also give full play to the communication role and effectively communicate the Spring Festival Gala mascot and the non-heritage cultural elements it carries. © 2025 The Author(s).