In which ancient cultural tradition were specially selected 'Living Treasures' officially designated to preserve and promote traditional crafts and performing arts?

Brand ambassadors are not just a modern marketing phenomenon—they've been integral to cultural traditions for centuries. From royal endorsements to community leaders promoting local crafts, cultural heritage has long relied on influential figures to preserve and promote traditions. This trivia explores a fascinating historical example of how traditional societies used 'brand ambassadors' long before the term existed, highlighting how ancient wisdom informs contemporary marketing practices.

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Japan's 'Living National Treasure' (Ningen Kokuhō) system, established in 1950
India's 'Master Craftsman' (Shilp Guru) program, established in 1979
Morocco's 'Heritage Keepers' (Hāfiz al-Turāth) initiative, established in 1963
Peru's 'Ancestral Wisdom Carriers' (Portadores de Sabiduría) system, established in 1968