In order to promote the integration of intangible cultural heritage into modern life, enhance the level of systematic protection and sustainable development of intangible cultural heritage, the launch ceremony of the 2025 Intangible Cultural Heritage Brand Promotion Week was held in Dali City, Yunnan Province on the morning of November 23. More than 120 distinctive, well-known and influential intangible cultural heritage brands from all over the country gathered to showcase the latest achievements in the inheritance and development of intangible cultural heritage in recent years. Multiple media, e-commerce and technology enterprises set up online and offline exhibition areas to showcase cross-border practices of "intangible cultural heritage+technology" and "intangible cultural heritage+design". The theme of this promotion week is "Brand Leading Development of Intangible Cultural Heritage Ignites Life", and four special activities will be held, including the exhibition and sales of intangible cultural heritage related products, transforming traditional skills and creative ideas into visible, touchable, purchasable, and experiential intangible cultural heritage related products and services; Discussion on the construction of intangible cultural heritage brands, exploring the theoretical and practical paths of intangible cultural heritage brand construction through thematic discussions and case analysis; New releases of intangible cultural heritage brands, promoting newly launched intangible cultural heritage related products and joint cross-border products; Integrate intangible cultural heritage brand resources, establish a communication and integration platform, facilitate supply and demand integration, and support the development of intangible cultural heritage brands. At the launch ceremony, the China Intangible Cultural Heritage Protection Association released the "Dali Initiative for Promoting the Sustainable Development of Intangible Cultural Heritage Brands", calling on all sectors of society to pay attention to and support the construction and development of intangible cultural heritage brands, so that intangible cultural heritage brands that embody Chinese wisdom, embody the spirit of the times, and benefit people's lives can light up a better life. The 2025 Intangible Cultural Heritage Brand Promotion Week is jointly organized by the Intangible Cultural Heritage Department of the Ministry of Culture and Tourism, the Yunnan Provincial Department of Culture and Tourism, and the People's Government of Dali Bai Autonomous Prefecture. It will last until November 28th. (New Society)