Incense making, tea making, pottery making, tie-dyeing... young people have begun to awaken to the protection and inheritance of intangible cultural heritage, and they continue to dominate social media. Maidian searched the social platform and found that "intangible cultural heritage" has been associated with more than 3.01 million notes. Its derivatives such as #Intangible Cultural Heritage of China #Cultural and Natural Heritage Day# have occupied many hot searches on social platforms such as Weibo and Douyin, showing with strong attention and appeal: Time may be fleeting, but beautiful things will never disappear.

In fact, the reason why intangible cultural heritage needs to be protected and inherited is precisely because the traditional skills, customs and cultural connotations it carries are out of touch with contemporary society, so "being seen" is not the end, but the starting point. One of the best ways to help the inheritance and protection of traditional intangible cultural heritage is to find content that is in line with the new era from tradition, and bring it to the new modern business context for innovative expression, so as to bring out its new vitality.