Legal protection

In 2004, China joined the Convention for the Safeguarding of Intangible Cultural Heritage, becoming one of the few member countries included by the UNESCO. Since then, its efforts have been sped up.

While promoting its cultural heritage internationally, China also built its own system. In 2006, 518 items were approved as the first group of national masterpieces of intangible cultural heritage. The same lists were also set up at provincial and municipal level. Meanwhile, China also celebrated its first Intangible Cultural Heritage Day in 2006, calling for more public awareness.

What's more, after years of preparations, the Intangible Cultural Heritage Law came into effect on June 1, 2011, providing a foundation for ICH protection.

"The new law clearly defines the applying procedure to get into the list of intangible cultural heritage," says He Chunyan, who works for ICH protection. "If everything can work under the law, I think the protection will get improved a lot."

He said that although there are many good policies made by the government, it's still hard to fully implement them.

"There must be many problems and loopholes. But it did make progress. More people have begun to pay attention to," says He.

In the past five years, the Central Government has put about $8 million into the special fund for ICH protection. But even that huge number can only scratch the surface. Experts believe that it's more important to help intangible cultural heritage items to stand on their own feet.

Wang Zuoji said that the ICH protection is focusing on providing a platform for traditional cultural heritage to display their charms. The temple fairs and exhibitions in museums stand as good opportunities. And festival celebrations and competitions also help.

"In the past, we advocated the idea of business feeding culture, which means enterprises donating money to cultural programs. But now it's time to let culture support business," says Wang.

Wang believes that the present situation is the best ever, after ICH protection has been emphasized on both the annual sessions of National People's Congress, China's top legislature, and national congress of the literary and art circles. The cultural and creative industry is blossoming. It's a great opportunity for enterprises to invest more.

"The investment will bring hope for intangible cultural heritage and enhance their viability," says Wang confidently. "Investors won't regret it, because the cultural and creative industry is a soil which can germinate any seed."