In Zhejiang's Dongyang City, wooden combs are one of the traditional dowries, but they are getting less popular among young people. Twenty-three-year-old Chen Haogui and his 80-year-old teacher are the only two inheritors of Dongyang wooden combs in the area.

Before graduating from university, Chen opened an online shop, hoping to make handmade wooden combs popular again among young people. 

"The internet is a window that allows this nearly lost intangible cultural heritage to walk back into the eyes of the public. People across the country can get a chance to learn more about Dongyang wooden combs," Chen said.

Chen told CGTN that finding the balance between tradition and creativity is something he has been exploring. 

"By passing on the tradition, people get to know the history and culture behind intangible cultural heritage, with the creativity in it, people may keep their interest. So what I'm trying to do is to inherit the traditional techniques while integrating new designs and modern technology to create something that young people today like," Chen said. 

Just like these wooden combs, more and more inheritors of intangible cultural heritage (ICH) in China are going online to integrate their art into modern life, to raise awareness and to bring these traditions to more young people. 

An online fair featuring intangible cultural heritage-related products was launched in late January. Co-hosted by China Intangible Cultural Heritage Protection Association and Alibaba Group, the online fair aimed to build a platform for people to buy ICH related products and also learn the history and culture behind them. 

"We want to build a 'cloud bridge' for people, especially those who can't go home for this Spring Festival. Through this online fair, people can not only buy those products, but also watch livestreams to appreciate the exquisite craftsmanship and charms of cultural heritage," said Xing Yue, Vice President of Alibaba Group. 

In 2020, online video platform Youku started a project called "online intangible cultural heritage public class," where nearly 100 ICH inheritors from all over the country broadcast their craft production processes to promote awareness. 

Instead of just watching, netizens can also communicate with the inheritors. The project attracted tens of millions of views online, giving people a chance to understand those crafts and the traditional culture behind them. 

Intangible cultural heritage should not only be a specimen placed in museums, but something that "lives" in people's daily lives. The Internet and digital technology have opened a window for intangible cultural heritage to reach young people, thereby infusing fresh energy into ancient traditions.