June 11 is the "Cultural and Natural Heritage Day" in 2022. The Ministry of Culture and Tourism will organize all parts of the country to carry out the publicity and display activities of intangible cultural heritage around the "Cultural and Natural Heritage Day". On June 1, the Ministry of Culture and Tourism held a press conference to introduce the relevant activities.

Li Xiaosong, Deputy Director of the Department of Intangible Cultural Heritage of the Ministry of Culture and Tourism, introduced the overall arrangement, key activities and characteristics of this year's "Cultural and Natural Heritage Day" intangible cultural heritage publicity and exhibition activities. Pan Yan, secretary-general of China Performance Industry Association, introduced the activity of "Traveling Intangible Cultural Heritage · Video Exhibition". Feng Quanpu, vice president of JD Group, and Yu Jintao, vice editor in chief of Tiktok Group, respectively introduced the relevant information about the key activities of the platform's "Cultural and Natural Heritage Day".

The theme of this year's event is "connecting modern life and blooming charming brilliance", and the slogan is "people's intangible cultural heritage shared by the people", "stimulating the vitality of intangible cultural heritage and creating a better life", "rural revitalization of intangible cultural heritage peers". The key activities organized and carried out by the Ministry of Culture and Tourism on this year's Heritage Day include "Traveling Intangible Cultural Heritage · Image Exhibition", "Intangible Cultural Heritage Shopping Festival" and other activities. "Yunyou Intangible Cultural Heritage · Image Exhibition" is jointly organized by China Performance Industry Association and 8 network platforms, including Tencent Video, iQiyi, Youku, Tiktok, Kwai, Bilibili, Kugou and Weibo. Each video platform has set up a special video area, collecting more than 2300 intangible cultural heritage record images, intangible cultural heritage subject documentaries, etc. for public welfare exhibition and broadcast. Each platform will also launch theme activities such as "Appreciation of Chinese Wonderful Crafts", "Intangible Cultural Heritage Collection Season", "Renewal of Intangible Cultural Heritage Plan", "Adventures of Intangible Cultural Heritage", to show the public the rich intangible cultural heritage resources such as traditional food, traditional handicrafts, traditional music, so that more social public will pay attention to and understand the rich and colorful intangible cultural heritage and vivid intangible cultural heritage protection practices in life. This "Yunyou Intangible Cultural Heritage · Image Exhibition" and related activities will continue until June 20.

The Ministry of Culture and Tourism, together with relevant departments, supports Alibaba, Jingdong, Tiktok, Kwai, Vipshop, Tencent, Wanda, China Handicraft, and other participating units and regions to carry out the "Intangible Cultural Heritage Shopping Festival", aiming to consolidate the achievements of poverty alleviation and help rural revitalization, focusing on intangible cultural heritage workshops and time-honored brands, with the slogan of "enjoy traditional culture and buy intangible cultural heritage goods", to promote excellent traditional Chinese culture and boost social consumption, Do a good job of consolidating and expanding the achievements of poverty alleviation and effectively linking up with rural revitalization. During the event, all participating units and localities were supported to use the unified logo, and on the premise of ensuring the safety of epidemic prevention and control, the sales activities of intangible cultural heritage products were carried out by means of live broadcast, instant killing, flash purchase, etc.

The series of activities of intangible cultural heritage during the heritage date also include the exhibition month and work review exhibition of the record work of the representative inheritors of intangible cultural heritage at the national level, and the lecture month of intangible cultural heritage in 2022 held by the National Library.

Each province (district, city) will also organize and carry out the provincial intangible cultural heritage publicity and exhibition activities, and the national linkage will create a strong heritage day atmosphere. According to statistics, more than 6200 intangible cultural heritage publicity and exhibition activities will be held in all provinces (districts, cities) across the country during this year's heritage date, including more than 2400 online activities. Tianjin will hold the "Healthy Life" traditional Chinese medicine culture interactive exhibition and the "Better Life" traditional craft exhibition; Hebei will hold the 2022 Hebei Intangible Cultural Heritage Shopping Festival; Jiangsu will hold the "Keep in mind the original mission and continue the inheritance of ingenuity" to welcome the theme exhibition of the 20th National Congress of the Communist Party of China's intangible cultural heritage; Sichuan will hold a series of intangible cultural heritage community practice activities, such as "Thousands of villages and thousands of households, intangible cultural heritage realize their dreams" - the exhibition of achievements of intangible cultural heritage in promoting rural revitalization in Sichuan Province, and "New practice of intangible cultural heritage, presenting gifts to the 20th National Congress"; Hubei will hold the preferential exhibition season of Hubei intangible cultural heritage products and the first intangible cultural heritage fashion show.

Affected by the COVID-19, this year's heritage day's intangible cultural heritage publicity and display activities are mainly online, and offline activities will strictly comply with the requirements and norms of local epidemic control. Each province (district, city) will organize and carry out various intangible cultural heritage publicity and display activities according to the actual situation of epidemic prevention and control in the province. Under the current background of epidemic normalization prevention and control, it will be of positive significance to boost the confidence of the cultural and tourism industry, stimulate consumption, and serve the national economic and social development.