A special shopping festival focusing on intangible cultural heritages was launched in Shanghai Mass Art Center on June 13. As part of the May 5 Shopping Festival, the event will last until June 25.

How to transform the skills of intangible cultural heritage inheritors into modern products is the problem facing the sector, according to Gao Chunming, director of Shanghai Intangible Cultural Heritage Protection Center.

To this end, the center has partnered with Douyin, Taobao and other mainstream platforms to create the overall brand of Feiyi Baozang, which means intangible cultural heritage treasure.

The Feiyi Baozang Taobao online store was opened at the same time with the launch of the festival. More than 20 intangible cultural heritage units with more than 50 products have joined the store.

Industry insiders said that the online and offline integrated festival will have a far-reaching impact on the intangible cultural heritage products market.