Intangible Cultural Heritage is a new word in China. With it, it brought about a lot of awareness among the Chinese. We can understand it by saying such cultures are usually formless, and do not have a stationary position like buildings and relics. Rather, such cultures usually exists amidst the crowds in the forms of folklore, craftmanship, beliefs, practices, dances and performances. 

China has deemed a couple of such practices into Intangible Cultural Heritage areas: beijing opera and Kun-qu, folk arts like those of bamboo carvings from Jiaoding, drum performances from Shaanxi, tea drinking practices and many more. It become a much awared activity when one visits perhaps a Beijing Opera and go woo ah and say "LOOK! This is China's Intangible Cultural Heritage!" Yes, more people have become aware of such. The Chinese are proud of what they have, took pride in it, start to respect, and many become more prone to protect such treasures.

What I like to point out is that are such treasures more important, or the name Intangible Cultural Heritage that made them important? What if let say traditional paper cutting is not protected at all, will people be so much concerned in preserving this form of fork art running in the society? Will people just say, "eh no point, will not earn money, nobody wish to upkeep such traditions, let's do something that will earn more money..".. Such thoughts make me wonder which is more important, the branding or really the tradition.

Of course, for those old practioners and loyalists to any specific form of art, they are at their tip top happiness. The grandma who goes to her weekly Beijing Opera chuckles happily to herself, knowing that what she enjoy will never disappear. Sweet way to gain awareness, she says.