The 2025 Reviving Craft — China's Intangible Cultural Heritage and Contemporary Design exhibition will be held at Palazzo Serbelloni in Milan from Oct 3 to 12.

The exhibition is jointly organized by Sun Media Group and the Italy China Council Foundation.

With the theme "A Narrative of Social Life", the exhibition focuses on the role of culture in social interactions, deepening a mutual appreciation between Chinese and Italian audiences through dialogues of art and the wisdom of their civilizations.

Structured through two interwoven narratives, the exhibition space blends philosophical reflections with aesthetic sensibilities. The exhibition will feature four themed areas — Banquet, Salon, Merenda, and Opera. Through exhibits that incorporate both intangible cultural heritage and contemporary designs, such as garments, jewelry, furniture, porcelain, wine vessels, and tea, they examine the multifaceted relationship between humans, social activities, fashion, and cultural heritage.

The exhibition breaks away from conventional methods, employing immersive displays, storytelling grounded in lived experience, and creative expressions. It also incorporates multimedia techniques and interactive AI installations, which help to facilitate an artistic journey that fosters a deeper appreciation for the cultural depth and lasting charm of Chinese intangible cultural heritage.