As an important part of China’s cultural heritage, Hakka intangible cultural heritage (ICH) faces preservation difficulties and requires AIGC-driven solutions to enhance creative product design, marketing, and cultural value. AIGC technology offers transformative potential for revitalizing Hakka intangible cultural heritage (ICH) by solving transmission challenges and enabling digital innovation. This study examines the role of AIGC in the digitization process of Hakka ICH, and also proposes strategies for marketability through digital innovation. Through a combination of literature review and case study, existing research materials are integrated and analyzed to explore innovative paths for the marketization of Hakka ICH. Through upstream and downstream cooperation, creating a five-stage model of “cultural excavation - technology empowerment - product innovation - scene marketing - ecological co-construction”. The results show that AIGC technology significantly improves the efficiency of ICH innovation and reduces the cost of marketization, and that the application of technology needs to form a dynamic balance with the protection of cultural authenticity. AIGC not only protects the heritage, but also enriches the cultural industry through intelligent and diversified market pathways. In the future, the advancement of AIGC is expected to further optimize the digital preservation and commercial viability of Hakka intangible cultural heritage, injecting new vitality into cultural innovation and sustainable development. This interdisciplinary approach bridges the gap between technology and tradition, providing an example of global cultural innovation and sustainable development.