15th Five-Year Plan Shifts ICH Communication From Popularization to Effectiveness

Key points

• The plan upgrades the ICH communication task from increasing popularization to enhancing communication effectiveness and influence.
• ICH-related videos on Douyin exceeded 800 billion views in 2025, and annual buyers of ICH products surpassed 300 million.
• More than 60 percent of ICH-related videos posted on mainstream short-video platforms come from Gen Z creators, making young people the main force in ICH content creation and consumption.
• The plan proposes building an ICH communication resource library and a communication partner program, moving content production from fragmented efforts to collaborative co-creation.
• The plan emphasizes precision targeting and effectiveness monitoring, and supports platforms in providing account verification, digital skills training and traffic support for inheritors.
• The plan promotes systematic, year-round ICH exhibitions with national, regional and local coordination, and for the first time elevates ICH to a strategic level of promoting inter-civilization exchange.