121 Chinese intangible cultural heritage brands made a concentrated appearance at the just concluded 2025 Intangible Cultural Heritage Brand Promotion Week in Dali, Yunnan. The support of digitization has made ancient intangible cultural heritage more fashionable and youthful, and enriched and three-dimensional intangible cultural heritage experiences. The "Dali Intangible Cultural Heritage Digital Treasure Box" that was first launched on site was co created and jointly built by Yiyun Technology and Dali inheritors. In this 150 square meter digital intangible cultural heritage new space, 9 national level intangible cultural heritage representative projects such as Dali Bai ethnic tie dyeing, Heqing silverware, and Jianchuan wood carving are presented digitally, and a composite scene integrating display, interaction, co creation, and consumption is constructed. The intangible cultural heritage digital treasure box relies on new digital technologies such as display, interactive perception, and generative AI, and adopts modular design to move intangible cultural heritage from "being displayed" to "being experienced". Lu Yingying, a mentor from the Public Art and Experience Design Studio of the Central Academy of Fine Arts, brings a sharing on the "Digital Flying Bird · Intangible Cultural Heritage Birdcage" in Danzhai Kala Village. This project introduces AI into intangible cultural heritage, co created by teachers from Central American University and local inheritors. When "sparrows, magpies, and ribbon birds" appear in traditional bird cages in naked eye 3D digital holography, everyone's eyes light up. At that moment, we realized that intangible cultural heritage products, as long as they are reactivated by technology, can become lifestyle products that modern families are willing to purchase. What's even more surprising is that when tourists discover that they can 'fly' digital magpies to plum branches and bloom digital plum blossoms, they keep asking 'where can I buy them?' "Lu Yingying admitted, which made us realize that as long as we design the mechanisms of" co creation of inheritors "and" benefit sharing ", the birdcages in Danzhai can not only be seen, but also" feed "intangible cultural heritage. Today in China, the purchasing channels for intangible cultural heritage products have expanded from offline to online. From a data perspective, there are over 30000 intangible cultural heritage merchant brands and nearly 90 million intangible cultural heritage peripheral products on the Taobao platform. During this year's "Double 11" period, the overall sales of intangible cultural heritage related products reached 9.42 billion yuan, with the proportion of young consumers aged 18 to 24 increasing by 10% year-on-year; The 2025 Tiktok E-commerce Intangible Cultural Heritage Development Data Report shows that in the past year, intangible cultural heritage products have sold more than 6.5 billion orders in Tiktok E-commerce, and intangible cultural heritage is becoming a new consumption trend pursued by more and more young people; In the past year, the creators of intangible cultural heritage on the Kwai platform released 13.55 million pieces of content, played 178 billion videos and had more than 3.7 billion interactions. The gaming experience also attracts young people to get closer to intangible cultural heritage. During the promotion week, the Jilin Provincial Department of Culture and Tourism reached an intention with Tencent to integrate representative projects of local intangible cultural heritage into the game scene of "There are Families in the Peach Blossom Spring", bringing more exposure to local intangible cultural heritage; NetEase Thunder Fire will create a digital cultural and tourism demonstration zone in the game "Reverse Water Cold" that integrates scenery experience, intangible cultural heritage display, and interactive gameplay, with the "Yunnan Intangible Cultural Heritage Scene" project being the first to land. According to Wu Laiyi, the person in charge of intangible cultural heritage in NetEase's Leihuo Business Group, as early as 2020, the mobile version of "Reverse Water Cold" had already launched a map of the main city of Dali, accurately digitally restoring landmarks such as the Three Pagodas of Chongsheng Temple, and integrating the poetic scenery of "Xiaguan Wind, Shangguan Flower, Cangshan Snow, and Erhai Moon" into the virtual world. This cooperation with the Department of Culture and Tourism of Yunnan Province will establish a new model of "virtual driving entities". Players will naturally enhance their understanding and goodwill towards Yunnan culture while enjoying the beautiful scenery of Dali and experiencing intangible cultural heritage, thus opening up new paths for "attracting tourists to Yunnan" and promoting the upgrading of cultural and tourism consumption. The brand new Yunnan themed scenes and intangible cultural heritage content will be introduced to players in the mobile game "Reverse Water Cold" in 2026. Sun Yu, Deputy Secretary General of the Cultural Communication Committee of the China Cultural Management Association, believes that this Intangible Cultural Heritage Brand Promotion Week is not only an event, but also a starting point. It marks the formation of a strong synergy between industry associations, governments, media, brand owners, inheritors, and workshops. Only when intangible cultural heritage truly integrates into contemporary life and enters the world of young people, can it truly transform from being heard as a 'voice' to a sustainable 'increment'