Over 120 intangible cultural heritage (ICH) brands have gathered in Dali, Yunnan Province, for a week-long promotion following a two-day conference on protecting ICH. The event showcases exhibitions where traditional techniques meet modern design and lifestyle trends, bringing heritage closer to everyday life.

Young people are emerging as the main consumers of ICH products, with digital transformation creating new ways to experience and purchase them. Douyin users, for instance, have produced over 200 million videos about national-level intangible cultural heritage in the past year. Cities hosting ICH events in the second half of 2025 saw service transactions exceed 2.7 billion U.S. dollars.

Visitors in Dali can explore a digital exhibition offering immersive experiences. “We can learn about the entire process of tie-dye and obtain a deeper understanding of the intangible cultural heritage in Dali,” said one visitor, highlighting how the event connects tradition with modern engagement.

Source: China Central Television