Abstract: Chiyou holds an important position in China’s ancient myths.However,Chiyou’s narrative modes have changed many times since the appearance of The Classic of Mountains and Seas.A dual image of “Disordering God” and “Mars” was created in The Historical Records and it has lasted for more than one thousand years.In the late Qing Dynasty and the beginning of the Republic of China,with the introducing of the concept of nation,Chiyou was regarded as the symbol of frontier ethnic people,especially the Miao people.Since 1990s,Chiyou,not only has been regarded as the symbol of identity of the Miao people,but also as one of the three Chinese ancestors with Yellow Emperor and Yan Emperor to strengthen the national sense.Now,Chiyou has become a cultural brand,arousing interest from many sides.As a heritage,Chiyou has experienced many interpretations and rounds of memory-remodeling.

Key words: Chiyou, heritage interpretation, cultural memory, Miao people, brand culture