More than 120 intangible cultural heritage brands gathered in Dali, southwest China’s Yunnan Province, for a promotion week that opened Sunday, following a two-day national conference on heritage protection.

The event includes an exhibition blending traditional craftsmanship with modern lifestyle aesthetics and design, aiming to integrate intangible cultural heritage into daily life and real consumption scenarios. Young people are now the main consumers of such products, with digital transformation speeding up and new consumption models emerging to meet their preferences.

According to Douyin, users created over 200 million videos related to national-level intangible cultural heritage in the past year. In the second half of 2025, various cities organized promotional events, pushing relevant service transactions to 19.1 billion yuan (2.69 billion U.S. dollars).

“In the past year, sales of intangible cultural heritage products on our platform exceeded 6.5 billion yuan, with premium items like Yixing purple clay, Heqing silverware and Putian wood carvings entering many households,” said He Hui, head of Douyin’s heritage projects.

A digital exhibition in Dali also offers immersive experiences, helping visitors better understand heritage processes such as tie-dye. Since the Intangible Cultural Heritage Law took effect in 2011, China has made significant progress, now counting nearly 870,000 heritage items nationwide.