Abstract

Background: Due to the homogenization of the global commodity market, tourism cultural, and creative products are gradually losing their uniqueness. This research studies puppet carving art in southern Fujian, which also faces the problem of homogenization of cultural and creative products. It digs deep into the Minnan puppet head carving art, explores cultural connotations, and finds a new market differentiation method. Purpose: This paper studies the status quo of Minnan puppet head sculpture art, tourism cultural, and creative products. It explores the historical origin of Minnan puppet head carving art and excavates artistic modeling expression. It injects deep cultural connotations into the culture and creative products. This research solves the homogenization problem by achieving differentiation in the commodity market, increasing consumers’ interest. Methods: 1) Literature review to understand the influence of homogenization trend on traditional culture art and artistic characteristics of southern Fujian puppet head sculpture art and tourism cultural and creative products. 2) Comparative study to explore the connection between the puppet head carving art of southern Fujian and tourism cultural and creative products. 3) Case study method to provide innovative inspiration for the research of Minnan puppet head sculpture art tourism cultural and creative products. Results: The design should highlight the regional characteristics of Minnan puppet carving art, present its unique characteristics through personalized design, emphasize the individuality of local culture, and give the product a unique competitive advantage in the homogenized market. Conclusion: The following conclusions can be drawn from this study: 1) Cultural integration and innovation provide a more engaging experience; 2) Establish the differentiation advantage of cultural and creative products to get rid of the homogenization problem; 3) Narrative expression combined with the puppet show elements of southern Fujian makes cultural and creative products more story-telling; 4) Balance tradition and modernity. This research provides practical strategies for promoting cultural and creative products that stand out in the homogenized market.