More than 4,000 publicity events featuring video exhibitions and product marketing have been launched both online and offline in China as part of the celebrations for Cultural and Natural Heritage Day, which falls on June 12 this year. 

The focus of Cultural and Natural Heritage Day this year is how the protection of intangible cultural heritage should benefit the public. 

More than 2,000 video recordings about the inheritance of intangible cultural heritage, as well as documentaries and telecasts, are slated to be shown on online streaming platforms such as Bilibili and TikTok between June 8 and 14, free for viewers, according to the Ministry of Culture and Tourism. 

An "intangible cultural heritage shopping day" event, jointly sponsored by the Ministry of Culture and Tourism, Ministry of Commerce, National Administration for Rural Revitalization and some online shopping platforms, will see over 7,000 stores market more than 60,000 products. 

Concerted efforts have been made in the conservation and utilization of intangible cultural heritage and promoting its innovative development, said Hu Heping, minister of culture and tourism. 

(With input from Xinhua News Agency)