XING jun, JIANG xinquan
With the increasing integration of culture and technology, digital platforms have been widely used in the field of cultural heritage, and the official website of Japan Heritage has a unique experience in constructing heritage platforms. Japan Heritage is a special project certified by the Japanese Agency for Cultural Affairs, with a primary intention to be a world heritage site. Nevertheless, the adjustment of cultural strategies has witnessed a gradual transition into a cultural heritage project to promote regional revitalization. Japan Heritage covers cultural heritage protected by legislation and unofficial local cultural resources. It seeks to integrate scattered heritage for utilization and promotion. In 2015, Japan established the official website of Japan Heritage, which remains highly active. By analyzing its characteristics and typical promotion cases, this study explores the innovative path for the digital promotion of Japanese cultural heritage. Based on 2,395 reports published on the official website of Japan Heritage from January 2015 to November 2024, five aspects were analyzed by combining big data statistics, textual analysis, and case study: (1) promotion methods—the diversified implementation paths of the official website include cooperation with official institutions, festivals, and digital media. (2) Reporting trends—the number of reports has three turning points due to changes in the tourism environment. It increased quickly from 2015 to 2019, entered into a fluctuating adjustment from 2020 to 2021 due to COVID-19 epidemics and the Olympic Games, and then entered a stable growth period after 2022 when activity reports became the dominant type. (3) Activity characteristics—the report titles show four characteristics according to word frequency statistics: high correlation between Japanese heritage and traditional culture, the close relationship with academic research and public education activities, the diversity of activity locations, and the attraction of public participation through festivals and activities. (4) Project distribution—Japanese heritage projects are divided into regional and series projects. In terms of type distribution, the series type is extensive, and the regional type is concentrated. In terms of regional statistics, the reports highlight the recognition and complementarity of active areas. (5) Promotion effect—combined online search volume, video playback volume, and local tourist data show a certain online and offline promotion effect after the local project is certified as Japanese heritage. The most reported projects in the two types of Japanese heritage were chosen for the promotion case study. The regional project "The Story of Kurashiki Begins with a Cotton Flower" creates a composite model of "industry + history + landscape" through the revitalization of industrial heritage, regional resource integration, and narrative system construction. The series project of "Modern Japan's Educational Heritage Group," which themes educational heritage, realizes the transformation from static display to dynamic inheritance and enhances cultural identity through the restoration of educational venues and educational activities. In general, there are diversified, innovative, and complementary reporting strategies for promoting the Japan Heritage official website. The increase in online attention and local tourism numbers show that promoting Japanese heritage projects has achieved some outcomes. At the same time, the cases of "Modern Japan's Educational Heritage Group" and "Kurashiki and the Story of Fiber—East Meets West Through Cotton" reflect that innovative promotion paths—such as telling heritage stories, multimedia publicity, and multi-party collaboration—show the cultural heritage value of various places and effectively promote the cultural identity of local residents. In future, China can learn from Japan's experience and further improve the construction of cultural heritage digital platforms.