The opening ceremony of “Admiring Intangible Cultural Heritage Online and On-site·Image Exhibition” and “Intangible Cultural Heritage Shopping Festival” are hold in Beijing on June 11^th. Both activities are parts of the Day of 2021 Cultural and Natural Heritage Day. Officials attending the ceremony are Hu Heping, the head of the Ministry of Culture and Tourism and the secretary of it’s leading party group as well as Wang Xiaofeng, a member of the leading Party group.

    Hu Heping says that intangible cultural heritage is a vital part of outstanding traditional Chinese culture and a carrier to inherit and promote Chinese civilization. Since the 18^th National Congress of the Communist Party of China, the general secretary Xi Jinping has been attaching great importance to the inheritance and promotion of intangible cultural heritage. He has made multiple oral and written instructions and comments and communicated with inheritors to encourage them to protect, inherit and promote intangible cultural heritage left by ancestors. Under the guidance of the Communist Party of China Central Committee, the ministry sticks to see Xi Jinping’s thoughts on Socialism with Chinese Characteristics for a New Era as guidance; learn the spirit of Xi Jinping’s instructions on the protection and inheritance; follows the principle that “intangible cultural heritage is a part of daily life”; sticks to the working direction that the protection of intangible cultural heritage should rely on and benefit people; combine the priority of protection and reasonable exploitation and push the innovative transition and development on the prerequisite of the protection and inheritance of intangible cultural heritage projects, so intangible cultural heritage can be an integrated part of modern society, show contemporary value, serve economic and social development and satisfy people’s need for a better life.

    Hu Heping expresses that “the Day of 2021 Cultural and Natural Heritage Day” is an important platform to teach knowledge of intangible cultural heritage and show it’s protection and inheritance to the society. The day is also an important festival for people to share achievement of the protection of intangible cultural heritage. In this year during the activity period, with rules to prevent the pandemic strictly obeyed, more than online or on-site 4100 activities to show intangible cultural heritage will be hold everywhere in the country. “Admiring Intangible Cultural Heritage Online and On-site·Image Exhibition” and “Intangible Cultural Heritage Shopping Festival” will focus on the theme of “intangible cultural heritages belong to people and are shared by people”. More abundant products and services with higher-quality will be offered to better satisfy people’s cultural demand and enhance their spiritual strength.
    “Admiring Intangible Cultural Heritage Online and On-site·Image Exhibition” is co-organized by China Association of Performing Art with Tencent, Iqiyi, Youku, Tiktok, Kuaishou, Bilibili, Kugou and Weibo. From June 8^th to 14^th, more than 2000 videos, documentaries and chat shows relating to intangible cultural heritage will be showed to the public. “Intangible Cultural Heritage Shopping Festival” is co-organized by Alibaba, Jingdong, Tiktok, Pinduoduo, Vipshop and Zhongguo Shouyiwang (literally Chinese Craftsmanship Website), supported by the Ministry of Culture and Tourism, Ministry of Commerce and relating departments of  National Administration for Rural Revitalization. More than 7000 shops and more than 60 thousand products relating to intangible cultural heritage will be seen during the activity, either online or on-site.