Nowadays, ‘classical’ folk traditions are seen as an inherited spiritual and material
cultural value from the past. The new millennium has seen the emergence of ‘glocalisation’,
a process that goes hand in hand with globalisation: the role of local culture has
been enhanced, which strengthens local identity and can also be a source of cultural
capital that can be monetised through festivals and tourism. The activity of the new
generation of ‘traditional’ communities is not limited to maintaining a conserved,
static cultural heritage in an unchanged form. Instead, they are both reconstructing
and rebuilding traditions, with the aim of creating new traditions that successfully
appeal to the people of the present. This paper focuses on rituals and community interactions,
presenting food types. Through some examples, it looks at how new folk customs are
constructed according to the principles of crossover, design thinking and social innovation.
