Paper cuttings are exhibited during an activity promoting Hunan's intangible cultural heritage items. [Photo/changsha.cn]

A series of internet plus communication activities to boost the development of Hunan's intangible cultural heritage and cooperation between enterprises and ordinary people took place in Changsha on Jan 22.

Recent years have witnessed a growing emphasis on the preservation of intangible cultural heritage, giving it a new impetus and vitality.

To demonstrate the cultural value of local intangible heritage items, the activities consisted of things like exhibitions, firsthand experiences and public welfare education. Online campaigns promoting collaboration between large and small businesses for the sake of preserving Hunan's intangible cultural heritage items drew interest from individuals and companies alike and helped bring awareness to over 20 cultural heritage items, including Hunan Embroidery, Changsha Tanci Opera and Jiangyong Women's Calligraphy. Enterprises also developed creative products based on traditional cultural heritage items in order to connect them with people's daily lives.

Altogether 21 exhibition booths focusing on Hunan intangible cultural heritage items and brand enterprises helped spread public awareness through food, entertainment, appreciation, education and shopping activities.

Ye Weiping, curator of the Hunan Provincial Cultural Pavilion and director of the Hunan Provincial Intangible Cultural Heritage Protection Center, said that determined efforts should be made to strike a balance between protection, innovation and restoration of intangible cultural heritage items. More participation should be encouraged to expand protection and innovation efforts for Hunan's traditional culture.

A charity activity was launched to teach students about intangible culture in remote poverty-stricken areas. In March, volunteers will also take daily articles and school supplies to primary and middle schools.

A Bian Lian performer interacts with audiences. Bian Lian is a traditional Chinese face-changing performance. [Photo/changsha.cn]

Representatives of Hunan enterprises launch a public welfare teaching activity to promote intangible culture. [Photo/changsha.cn]