An intangible cultural heritage show was staged at the headquarters of Jingdong (JD) Group in Beijing, aiming to provide productive protection and inheritance for the intangible cultural heritage through the form of internet plus exhibition.

Organized by large online retailer Jingdong Group and cultural company Yongxin Huayun, the ICH show features traditional Chinese style, and has set up special areas for art masters to present their skills on spot. The Taishan shadow play, Beijing dough figurine, kite, wood block painting and tie-dying are showcased during the exhibition, and visitors can also participate in interactive activities.

Folk artist Luo Huanwen demonstrated the making process of kite during the show, and he said that "I want to try my utmost to promote the kite culture and folk art." According to him, the handmade kites are different from common kites sold on the market, which bear patterns and colors containing rich traditional Chinese culture meaning.

According to the organizer, the show hopes to provide a platform for inheritors to show their ICH works, and also a channel for customers to know and buy ICH products. Most exhibits on display can be bought online at special ICH e-commerce section, to help expand market for ICH merchants.

The Yongxin Huayun, Jingdong Group, along with UNESCO Database for International Intangible Culture Heritage, will jointly promote the Chinese culture in a more effective way on the platform of internet plus, and improve related ICH products, to better fuse ICH into modern people's lives.