Feng Li, a researcher at the China Folk Literature and Art Association, said she completed her PhD at Tianjin University on environmental art with an orientation toward the protection of intangible cultural heritage, and she believes that it is quite necessary "for the country to initiate its own postgraduate programs for the protection of intangible cultural heritage".

"While I believe that experts should possess a solid knowledge of anthropology and folk art and have a passion for exploration, being out in the field, something advocated by Feng Jicai, is what a true expert should do," she added.

Early last year, the Ministry of Education announced that it had registered the major in the national list of undergraduate programs, and in late March, Lanzhou University in Gansu province announced that it would set up an undergraduate program in intangible cultural heritage.

Wei Guoqiu, an inheritor of Kite Wei, a time-honored folk kite brand in Tianjin, said that he is encouraged by such efforts.

"Every year, I spend a lot of time promoting kite craftsmanship everywhere from primary schools to universities," the 61-year-old said. "The more students and teachers love the craft, the more I can contribute."