Preservation of intangible cultural heritage (ICH), such as Nvshu, faces considerable challenges in engaging younger generations in the digital era. This study presents an augmented reality (AR)-based Nvshu application and evaluates its user experience among 97 participants, primarily younger users. A research model based on the Technology Acceptance Model (TAM), enriched with interactivity, enjoyment, and information quality as external variables, was employed to assess user acceptance. Structural Equation Modeling (SEM) revealed that interactivity significantly enhances perceived usefulness (PU), while enjoyment positively influences perceived ease of use (PEOU). Surprisingly, information quality did not have a significant impact, highlighting younger users’ preference for experiential and interactive elements over purely informational content. PEOU and PU emerged as critical determinants of behavioural intention, underscoring the enduring relevance of TAM in AR applications. These findings demonstrate how mobile AR can be effectively applied to the preservation and promotion of lesser-known ICH like Nvshu, by delivering culturally immersive experiences that resonate with younger, digitally native audiences.