非遗好物传播推广伙伴计划启动，专家共话非遗融入现代生活新路径

Group 1 - The event "Smoke and Fire: Inheriting Craftsmanship in Modern Life" was held in Guangzhou, focusing on integrating intangible cultural heritage (ICH) into modern life as part of the promotion for the 2026 "ICH Celebrating the New Year" initiative [1] - Participants included inheritors, ICH workshops, cultural tourism industry representatives, e-commerce platforms, technology companies, and communication agencies, discussing the cultural roots from the perspective of craftsmanship and market implementation paths [1][3] - A roundtable discussion on ICH integration into modern dining highlighted the need for government support in cultivating grassroots cultural tourism communication capabilities to transform sudden popularity into development opportunities [3] Group 2 - The roundtable featured three subtopics: "Cross-border Fashion," "Modern Dining," and "Entertainment and Gaming Spaces," exploring methods of integrating ICH into specific life scenarios, moving from theoretical discussions to practical experiences [5] - The representative from the China Silk Museum emphasized that ICH is not merely a relic in museums but a cultural gene that resonates with contemporary life, with fashion serving as a vibrant medium for cultural expression [5] - The general manager of Guangzhou Restaurant Group showcased their 90-year commitment to "drinking and eating virtue," exploring the practical outcomes of integrating ICH with cultural, commercial, and tourism sectors [5] Group 3 - Tencent Interactive Entertainment's regional marketing head discussed how technology, rich IP assets, and communication advantages position gaming as a new vessel for cultural dissemination [5] - The event was organized by the Cultural Communication Committee of the China Cultural Management Association, which also launched the "ICH Good Products" promotion plan and released a list of "ICH Good Products" for the first quarter of 2026 [7]