[Arirang Culture Connect, 3 March, 2025]

On February 27, 2025, during the 5th International Advisory & Directors' Board (IAB) meeting of Culture Masters, a historic resolution was unanimously adopted to fully support the organization's mid-term strategic project, 'WIN 2025-2028.' This initiative, consisting of IP-WIN 2025 (World Intangible Heritage Invitational Performances in Korea), PRE-WIN 2026 (World Intangible Heritage Festival & Contest Pilot Event), and WIN 2028 (World Intangible Heritage Festival & Contest Main Event), is set to transform the global intangible heritage landscape.

The 15 participating IAB member countries—Australia, Azerbaijan, Botswana, Bulgaria, Brazil, Canada, India, Indonesia, Kazakhstan, Kyrgyzstan, Norway, Republic of Korea, South Africa, Vietnam, and Uzbekistan—expressed unanimous support for WIN, recognizing it as a groundbreaking initiative that extends beyond intangible heritage preservation to promote sustainable development for cultural communities and cities worldwide.

A New Vision for Intangible Heritage and Global Cultural Development

WIN 2025-2028 is designed not only to celebrate intangible heritage but also to serve as a driver for economic growth, cultural exchange, and urban sustainability. This initiative reinterprets intangible heritage as a vital component of the global cultural industry, integrating technological innovation, strategic partnerships, and creative industries into its framework. By leveraging UNESCO’s 2003 and 2005 Conventions, WIN will facilitate collaboration among governments, cultural institutions, and private sector stakeholders.

The Culture Masters Global Webinar, co-hosted by the International Institute for Central Asian Studies (IICAS) on February 27, 2025, highlighted this transformative approach. Experts from across the world discussed strategies to enhance the visibility and economic potential of intangible heritage through innovative digital solutions, policy advancements, and global networking. Culture Masters officially proposed the establishment of WIN as a platform to redefine cultural heritage beyond preservation—positioning it as a key force in the global cultural economy.

Key Resolutions of the IAB for WIN 2025-2028

The International Advisory Board adopted several key resolutions to ensure the successful execution of WIN:

Culture Masters as the Key Organizer – Culture Masters will lead WIN’s vision, execution, and long-term sustainability, establishing it as a premier global cultural event.

Global Partnerships with UNESCO-Recognized Cities and Networks – WIN will collaborate with UNESCO Creative Cities, World Heritage Cities, and other global heritage networks to foster cross-border cultural policy exchange, knowledge-sharing, and collaborative initiatives.

Structured Governance & High-Profile Leadership – A dedicated WIN Organizing Committee will be established, featuring representatives from UNESCO, cultural ministries, local governments, and corporate sponsors.

Hybrid Event Format & Digital Innovation – WIN will incorporate both on-site and virtual participation, integrating AI-powered archiving, AR/VR experiences, an e-ICH Market for certified intangible heritage products, and live-streaming services.

ICH Masters Recognition and Promotion – The Arirang Master Designation Program will be expanded, honoring intangible cultural heritage practitioners from diverse traditions.

Funding & Sponsorship Strategy – The IAB will assist Culture Masters in securing corporate sponsorships, government collaborations, and cultural investment programs to ensure WIN’s sustainability.

Post-Festival Legacy & International Collaboration – WIN will establish long-term cultural exchange programs, regional collaborations, and year-round educational and networking opportunities.

IAB Reporting & Strategic Coordination – Culture Masters will provide regular updates on WIN’s progress, ensuring transparency and collaborative decision-making.

Commitment to Global Success – The IAB pledged to leverage its expertise and networks to maximize WIN’s impact and global reach.

An Open Invitation to the Global Intangible Heritage and World Heritage Community Culture Masters is actively inviting international participants to join WIN 2025-2028. Cultural institutions, heritage practitioners, UNESCO Creative Cities, World Heritage Cities, and other global cultural networks are encouraged to take part in this unprecedented initiative. The application process for both domestic and international teams is now open at the Culture Masters' Official Website, offering a unique opportunity to be part of a global movement dedicated to the sustainable development of both intangible and tangible heritage.

By pioneering WIN 2025-2028, Culture Masters is not only preserving intangible heritage but also shaping the future of cultural industries, heritage-based economic development, and sustainable global collaboration. With strong support from the international community, WIN is set to become the first-ever World Intangible Heritage Olympics, paving the way for a new era in cultural heritage innovation and international cooperation.

WIN 2025-2028: In Fall 2028, World Intangible Heritage Festival is Coming!