Özet:

The relevance of the study lies in the fact that relying on the development of the modern media environment, the traditional culture of China can re-enter the vision and life of people against the background of a new era, and the excellent intangible cultural legacy will be continuously transmitted from generation to generation. Therefore, it is important to delve into the traditional techniques and artistic characteristics of products to properly use the unique elements and symbols of art derivatives, boldly combining them with the cultural background and features of the current era that are being introduced into people's daily lives. The purpose of the study is to analyse the role and importance of combinations of art derivatives in cultural and creative products and to consider their subsequent development in the environment of new media. The following techniques were used to achieve the purpose of the study: deduction, descriptive, and comparative methods. The results determined that by involving Chinese traditional art derivatives, it is possible to develop more diverse, innovative products in the context of modern mass media that consider the aesthetics and functionality of the product and allow satisfying aesthetic emotions and vital needs of modern people. Derivative arts follow from the concept of financial derivatives and refer to many extended services and products designed and manufactured in accordance with culture. Taking cultural elements as a creative basis, a profit-making model that uses its potential resources develops peripheral creations and then brings them to market for sale. The high added characteristics of cultural derivatives play a role in improving the cultural taste and cultural image of the country, acting as a true embodiment of the external appearance and inner spirit, historical and realistic culture. The practical importance lies in the use of the results and conclusions of the study in the development of products that include the traditions and legacy of the Chinese people.

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