The 2025 Intangible Cultural Heritage Protection Work Conference will be held in Dali City, Yunnan Province from November 22nd to 23rd. Rao Quan, Vice Minister of the Ministry of Culture and Tourism and Director of the National Cutural Heritage Administration, attended and delivered a speech. Xu Hao, Vice Governor of Yunnan Province, attended and delivered a speech. The meeting pointed out that since the 18th National Congress of the Communist Party of China, the national intangible cultural heritage protection front has made new achievements in promoting the protection and inheritance of intangible cultural heritage during the 14th Five Year Plan period. The meeting emphasized the need to summarize the achievements of the protection and inheritance of intangible cultural heritage during the 14th Five Year Plan period, and plan key tasks for the protection and inheritance of intangible cultural heritage during the 15th Five Year Plan period. We must adhere to the work requirements of protection first, dynamic inheritance, upholding integrity and innovation, and rational utilization. We must focus on both development and management, continuously improve the level of systematic protection of intangible cultural heritage, stimulate innovation and creativity, promote the integration of intangible cultural heritage into modern life, and shine with new era brilliance. With the high-quality development of intangible cultural heritage, we can contribute to the construction of a socialist cultural power. The 2025 Intangible Cultural Heritage Brand Promotion Week, organized by the Intangible Cultural Heritage Department of the Ministry of Culture and Tourism and the Yunnan Provincial Department of Culture and Tourism, was launched in Dali on the 23rd. The theme of the 2025 Intangible Cultural Heritage Brand Promotion Week is "Brand Leading Development, Intangible Cultural Heritage Ignites Life". More than 120 intangible cultural heritage brands have made a concentrated appearance, built a platform for showcasing and exchanging intangible cultural heritage brands, promoted resource docking, and promoted systematic protection and sustainable development of intangible cultural heritage. At the launch ceremony, relevant principals of Tiktok, Taobao and Kwai successively released the 2025 annual intangible cultural heritage data report, in which Tiktok actively participated in the Four Seasons Shopping Month of Intangible Cultural Heritage, especially in the third quarter, driving the group buying products of life services to reach a deal of 15.1 billion yuan; During this year's Double 11 shopping festival, the overall sales of intangible cultural heritage related products on Taobao reached 9.42 billion yuan, with the proportion of young consumers aged 18 to 24 increasing by 10% year-on-year; In the past year, Kwai has released 13.55 million pieces of content, 178 billion videos and more than 3.7 billion interactions. The China Intangible Cultural Heritage Protection Association released the "Dali Initiative for Promoting the Sustainable Development of Intangible Cultural Heritage Brands" on site, proposing to adhere to cultural roots and demonstrate the value of the times; Promote the spirit of craftsmanship and establish the concept of excellence; Protecting the rights and interests of the subject and promoting the sharing of achievements; Enhance legal awareness and promote industry self-discipline; Tell the story of China well and promote international dissemination. (New Society)