The 5th Sanya Nanshan Intangible Cultural Heritage Season kicked off on June 12 on the advent of the Cultural and Natural Heritage Day 2025. With the theme of ‘Integration into Modern Life - Intangible Cultural Heritage in Its Prime’, this year's Intangible Cultural Heritage Season focuses on the revitalisation, transformation and international communication of intangible cultural heritage, and combines the cultural export forum, fair experience, exhibition and display, to fully reveal the vitality and creativity of the intangible cultural heritage resources in Hainan. As the organiser of the event, Bosheng Li, General Manager of Sanya Nanshan International Intangible Cultural Heritage Development Co. Ltd, told the reporter:

The Intangible Cultural Heritage Season has been held for five consecutive years in Nanshan based on three main considerations. Firstly, responding to the call of the government, intangible cultural heritage is the treasure of Chinese culture, and the protection and inheritance of intangible cultural heritage is our responsibility and mission. Secondly, we intend to explore a path of systematic protection, creative transformation and innovative development of intangible cultural heritage, that is, the ‘Nanshan Model’. Lastly, through the platform of the Intangible Cultural Heritage Season, we have achieved fruitful results, such as documenting the heritage of South China Sea, restoring the cultural ecology and cultivating young people's interest in intangible cultural heritage, in an attempt to revitalise the development of intangible cultural heritage.

We have also established the Sanya Nanshan Institute of Cultural and Creative Studies, a key step for Nanshan Cultural Tourism Area to become an ‘enterprise with a strong cultural aspect’. The institute is a joint effort between cultural scholars, business leaders, technological elites and multimedia talents at home and abroad, in addition to experts in Guanyin folk culture, Fu Shou culture, vegetarian diet culture, intangible cultural heritage revitalisation and natural ecology, as well as colleges and universities, and innovative enterprises. The institute operates in the form of a think tank, and a 1+5+N operating mechanism is implemented. The institute will focus on five major sectors, namely Guanyin folk culture, Fu Shou culture, vegetarian diet culture, intangible cultural heritage revitalisation and natural ecology. Through continuous cultural innovation and industrial practice, we contribute to regional cultural and industrial development.

According to Bosheng Li, Nanshan Intangible Cultural Heritage Centre is actively promoting international communication and cooperation, planning intangible cultural heritage exhibitions and cultural exchange activities around the countries along ‘the Belt and Road’. Meanwhile, the centre boosts interaction with domestic and foreign cultural and tourism institutions and intangible cultural heritage organisations, and builds a mechanism for cultural and art exchanges between China and the rest of the world.

‘As a next step, based on the existing platform, we will continue to extend the range of our multilingual and digital content presentation, and facilitate the growth of cooperation projects of cultural influence and international perspective in due course, so as to pave the way for the excellent traditional Chinese culture to better reach out to the world. We have always insisted on content as the core, culture as the foundation, and mechanism as the bridge for China's intangible cultural heritage to become an important cultural carrier connecting the world.’ said Bosheng Li.