In the past few days, the movie "Ne Zha: The Demonic Children Roar in the Sea" has become the top grossing film, and at the same time, the cultural elements in the film have also received widespread attention. The opening theme song of "Ne Zha's Demon Children Roar in the Sea" is sung by a group of Guizhou Dong girls, who use the Dong ethnic song that has been passed down for thousands of years to play the strongest voice of cultural confidence. The Dong ethnic group's grand song has a long history and is a folk choir form with multiple voices, no conductor, no accompaniment, and natural harmony. It was listed as a representative work of the UNESCO Intangible Cultural Heritage of Humanity in 2009. The cross-border integration of Dong ethnic songs and Chinese animation films once again brings us joy to see the specific practice of promoting the inheritance of intangible cultural heritage and appreciate the immortal charm of traditional culture. Intangible cultural heritage is an important component of cultural heritage. China has done a lot of work in promoting the protection and inheritance of intangible cultural heritage, forming a vivid situation of widespread social participation and everyone protecting and inheriting it. At present, the cross-border integration of intangible cultural heritage with tourism, cultural and creative trends has won wide popularity among young people, enhanced their sense of closeness and identity towards intangible cultural heritage, and promoted the creative transformation and innovative development of excellent traditional Chinese culture. The cross-border integration of intangible cultural heritage with cultural evenings, film and television, short videos, etc. is also conducive to promoting their recognition, familiarity, and love by more audiences in a more open and fashionable manner. Interpreting regional characteristics and showcasing cultural charm through literary works has always been the creative purpose of the Spring Festival Gala. In this year's CCTV Spring Festival Gala, intangible cultural heritage became the core element of the event. The opening performance of 'Welcoming Blessings' integrates various intangible cultural heritage elements such as Weifang kites, gold weaving techniques, and plant dyeing, showcasing the powerful charm of excellent traditional Chinese culture; The traditional Chinese architectural performance show 'Dongliang' uses the form of a musical to decode the deep meaning of the successful application for World Heritage status of Beijing's central axis, providing an immersive viewing experience that is breathtaking; The intangible cultural heritage creative program 'Chao Shi Ying Ge' comprehensively showcases the timeless charm of Chaoshan Ying Ge that has been passed down for thousands of years. Nowadays, there is a clear trend towards digitalization and technological advancement in the inheritance of intangible cultural heritage. The widespread application of new technologies such as artificial intelligence and augmented reality makes programs appear creative, bringing audiences a more immersive and interactive audio-visual feast. In addition, the current more diversified communication channels have enabled the integration of intangible cultural heritage with modern literary styles, vividly demonstrating its vigorous vitality in the new era. In fact, intangible cultural heritage has also deeply integrated into daily life. Some scenic spots have actively explored the introduction of intangible cultural heritage projects, enhancing scenography, interactivity, and experientiality, allowing tourists to understand intangible cultural heritage culture through experience. Some intangible cultural heritage experience projects create immersive art appreciation spaces through digital interaction, skill display, and intangible cultural heritage handicraft experiences. Some ancient buildings and houses have been implanted with new functions, becoming comprehensive places such as public activity spaces, hotels, homestays, cultural and artistic spaces, forming new formats and scenes of cultural and tourism integration. Intangible cultural heritage provides rich cultural resources and nourishment for tourism, making it more flavorful; Tourism has found a "revitalization" path for the inheritance of intangible cultural heritage. Cross border cooperation not only promotes excellent traditional Chinese culture, but also promotes high-quality development of cultural tourism. Through inheritance and development, intangible cultural heritage skills gradually enter people's lives, show new charm in the new era, and open up Xintiandi. The key to protecting and inheriting many traditional handicrafts and folk arts in intangible cultural heritage is to combine them with modern lifestyles. Nowadays, the interaction between intangible cultural heritage and young people is becoming increasingly close, and ancient intangible cultural heritage crafts are presenting rich and diverse new trends of cross-border development through innovative practices. For example, Henan Luoyang Sancai has been applied to more products, such as jewelry, decorations, daily necessities, etc; Su embroidery women use artificial intelligence to create novel patterns through painting, combining Su embroidery craftsmanship with daily consumer goods to create practical, beautiful, and affordable products such as scarves, embroidery lamps, and storage boxes. These explorations are powerful practices of exploring new consumption scenarios from modern life, and are effective ways for traditional culture to shine with the charm of the times. (New Society)