Case Studies
We took an unknown Chinese craft tradition and applied CAAP from scratch. Here’s what happened.
In 2022, I set out to test whether CAAP works for cultural IP beyond Lightopia. I found a traditional Chinese paper-cutting artist in Shaanxi and gave myself one goal: turn her craft into a viable international product.
Budget: £50,000. Timeline: 6 months. Success metric: sustainable revenue within year one.
Here’s what happened.
The Artist
Master Liu (name changed for privacy) is a third-generation paper-cutting artist from a small village near Xi’an. Her work is extraordinary—intricate designs that tell stories of rural life, mythology, and nature.
But like many traditional artists, she struggled commercially. Local sales were declining. Young people weren’t interested in learning. She was considering giving up the craft.
When I met her, I saw potential. But potential isn’t product. I needed to apply CAAP.
Step 1: Core
Master Liu’s paper-cutting was beautiful. But beauty isn’t a core.
I spent two weeks with her, watching her work, interviewing her, observing visitors to her studio. I asked: what emotion does this create?
The answer surprised me. It wasn’t appreciation of skill. It was connection to something timeless.
When people watched Master Liu cut paper, they felt connected to a tradition that had survived centuries. They felt part of something larger than themselves.
Core statement: “We create tangible connections to timeless human stories.”
Step 2: Audience
Who would pay for this connection? I tested three segments:
Segment A: Chinese diaspora seeking cultural roots
Segment B: Western art collectors interested in folk art
Segment C: Experience-seekers wanting authentic cultural encounters
Testing involved small-scale experiments: online sales (Segment B), cultural center workshops (Segment A), and Airbnb Experiences-style offerings (Segment C).
The winner: Segment C. Experience-seekers paid premium prices for personal encounters with Master Liu. They didn’t just buy paper-cuts. They bought stories, connection, and the feeling of authenticity.
Step 3: Format
With core and audience defined, format became clear. We needed intimate, personal experiences—not mass products.
Final format: Small-group workshops (6-8 people) where Master Liu demonstrates her craft, shares stories, and guides participants in creating their own simple paper-cuts.
Duration: 2 hours. Price: £85 per person. Location: Partner venues in London and online.
Step 4: Localization
Paper-cutting is distinctly Chinese. But the experience needed to feel accessible to Western audiences.
We kept the Chinese elements: Master Liu’s traditional dress, the specific cutting techniques, the cultural stories. But we added Western accessibility: English translation, hands-on participation, and framing around universal themes (nature, family, celebration) rather than specifically Chinese ones.
The result: visitors experienced Chinese culture without needing to understand China.
The Launch
We launched in London in autumn 2022. Six workshops over three months.
Results:
- 42 participants (70% capacity)
- Average rating: 4.8/5
- Revenue: £3,570
- Costs: £4,200
- Net: -£630
Not profitable. But promising.
Iteration
We learned from the first run:
- Online workshops had lower overhead and reached global audiences
- Corporate team-building bookings paid premium rates
- Private sessions for special occasions (birthdays, anniversaries) were highly profitable
We adjusted. Added online options. Pursued corporate clients. Developed private session packages.
Year One Results
By the end of year one:
- Total participants: 287
- Revenue: £28,400
- Costs: £22,100
- Net: £6,300 profit
- Master Liu’s income: £15,200 (up from £4,000 previous year)
We didn’t hit the sustainability target. But we proved the model works.
The Lessons
1. CAAP Transfers
The methodology developed for Lightopia worked for a completely different cultural IP. The principles are universal.
2. Start Small, Learn Fast
£50,000 was enough to test and iterate. We didn’t need millions to prove the concept.
3. The Artist Is the Product
Master Liu’s personality and story were as important as her craft. The experience was about connection to her, not just appreciation of art.
4. Hybrid Models Work
Combining in-person and online, individual and corporate, public and private created multiple revenue streams and resilience.
What’s Next
The experiment continues. We’re expanding to two more artists in 2024. Developing a “Master Series” brand. Exploring partnerships with museums and cultural centers.
The goal remains: prove that traditional Chinese crafts can find international markets through proper productization.
£50,000 and one artist later, I’m more convinced than ever. CAAP works. Culture can travel. And the world is hungry for authentic connection.
Master Liu is no longer considering giving up her craft. She’s training her niece to continue the tradition.
That’s the real success.
About Ian Xia: Cultural strategist, founder of Lightopia and Immersia, and architect of CAAP™ (Culture As A Product). Ian helps cultural organizations and creative entrepreneurs take their IP to international markets.