More than 120 intangible cultural heritage brands have gathered in Dali, southwest China's Yunnan Province for a promotion week, which opened on Sunday following a two-day annual conference on the protection of intangible cultural heritage.

The event features an exhibition where traditional techniques are blended with trending lifestyle aesthetics and modern design to highlight the promotion week's goal of bringing intangible cultural heritage to people's daily life and actual consumption scenarios.
Today, young people are becoming the leading consumer group for intangible cultural heritage products, with digital transformation accelerating in this cultural sector and new consumption scenarios springing up to better meet their demands.
Data from a social media video platform, Douyin, show that its users have created more than 200 million videos about national-level intangible cultural heritage over the past year.
In the second half of 2025, many cities held or participated in intangible cultural heritage promotion activities, driving relevant service transactions in these cities up to a total of 19.1 billion yuan (2.69 billion U.S. dollars).
"In the past year, the sales orders for intangible cultural heritage products on our platform exceeded 6.5 billion. The premium products, such as Yixing purple clay wares, Heqing silverware, and Putian wood carvings, have reached numerous families," said He Hui, director of intangible cultural heritage projects of Douyin.
Meanwhile, a digital exhibition in Dali is offering immersive experiences for visitors to learn about intangible cultural heritage.
"We can learn about the entire process of tie-dye and obtain a deeper understanding of the intangible cultural heritage in Dali," said a visitor.
China has witnessed marked progress in the protection and inheritance of intangible cultural heritage since the promulgation of the Law on Intangible Cultural Heritage in 2011, boasting nearly 870,000 intangible cultural heritage items, according to a report released last November.