Intangible culture heritage is thriving in Jinan, capital of East China's Shandong province, due to the city's promotion efforts.

Liu Yue, the inheritor of the Shanghe handwoven cloth making technique, started promoting his products by opening an online store, and this has significantly improved public awareness of the craft.

The Shanghe handwoven cloth making technique, a municipal-level intangible cultural heritage in Jinan, has a history of more than 1,000 years.

During the Spring Festival, the store sold an average of 1,200 pieces per day, with daily sales amounting to more than 50,000 yuan ($7,714.5).

Shanghe county has a large number of intangible heritages such as drum yangko, flower whip drum dance and folk songs. To promote these cultural performances, the local government has regularly hosted activities to share their charm with the public.

Puppets of Chinese cartoons are seen at the Baihuazhou Historical and Cultural Block in Jinan. Jinan's shadow puppets are an important part of Shandong's shadow puppetry tradition, which has a history of 500 years. [Photo/WeChat account: zaixianmfc]

In addition, the cultural tourism industry has injected vitality to the promotion of the city's intangible cultural heritages.

The city's cultural and tourism bureau has created tourism routes focusing on intangible cultural heritages including traditional Chinese medicine, folk arts, intangible cultural heritage food, and folk customs.

Thirty exhibition halls themed on intangible culture heritages such as Longshan black pottery and the ejiao making technique have been built in the city.

Officials said that the Baihuazhou intangible culture heritage experience base receives more than 400,000 tourists from home and abroad every year.

As a city in Yellow River Basin, Jinan has been supporting the inheritance and promotion of the fine culture elements in the region.

A batch of intangible cultural heritage bases have been established to promote Zhangqiu iron pan making technique, Huang's toast pork technique, Zhangqiu Xinzi and other items.

The city has also implemented poverty alleviation projects revolving around intangible cultural heritages in the Yellow River Basin.

Training courses for local traditional techniques such as willow weaving, black pottery, and handwoven cloth making technique have been organized to help lift locals out of poverty.

Zhang Delan, the inheritor of the Delan willow weaving technique, has held more than 100 training sessions for over 5,000 trainees, with some 860 of them eventually joining the willow weaving industry.