Whilst being named an intangible cultural heritage comes with renown, one of the challenges faced by those with the title is keeping things fresh to attract new people and gain exposure to a wider audience.

Xiaorehun's pear syrup from Hangzhou, Zhejiang province, dates back to the Qing Dynasty (1644-1911) and was named a national intangible cultural heritage in 2006.

While its traditional preparation remains largely unchanged to this day, Zheng Lei, who took over the business some four years ago, faced the task of refreshing the product lineup and attracting new generations of customers.

One of the new ideas, pear syrup lollipops, accompanied Team China's delegation to the Summer Olympics in Paris last year. The lollipops, emblazoned with images of traditional Chinese games and activities such as horse-riding and the board game go, were handed out to guests from other countries as gifts.

"It took us a couple of months to deliver the product," said Zheng, highlighting the lollipops came from pears produced in the city's Yuhang district.

The popularity of the sweets was welcomed by the company, especially after the COVID-19 pandemic. "The business took a hit during the pandemic," Zheng said, adding that it was this experience that led to them thinking about how to empower the time-honored brand with creative cultural elements.

Time-honored brands carry profound historical and cultural significance and deserve to be preserved and developed. However, the reality is that many of these brands must innovate to appeal to younger generations, Zheng said.

After taking over, the new owner started to experiment with using cultural creativity to invigorate the brand, while maintaining the traditional pear syrup craftsmanship.

He noted that young people often favor aesthetics, making a product's design and concept critical in attracting their interest.

Xiaorehun has adopted a design style inspired by Chinese trends and offers products tailored to varied audiences.

For younger consumers, the products are playful and fun, such as pear syrup lollipops and gift boxes. For older customers, the focus remains on traditional pear syrup candies and honey pear syrup, allowing them to appreciate the charm of the brand's heritage.

Last year, Xiaorehun opened a new factory, which offers sightseeing tours of the production. Additionally, Zheng leased rural land for a pear orchard where locals have been employed for pear cultivation.

These refreshing approaches have enabled the brand to gain new customers at home and abroad. "People in Thailand affectionately called our products the Chinese medicinal candy when we joined a fashion and lifestyle exhibition in Bangkok in March," he said.

In Laomudeng village in Yunnan province, the local ethnic songs, an intangible cultural heritage, have proved popular since Yu Wulin integrated them with rural tourism.

The village sits on a gentle slope at an altitude of 1,800 meters and has been referred to as a destination in the clouds. Off the beaten track a decade ago, the village was once only accessible by zip line for those living on either side of the Nujiang River.

With the construction of bridges spanning the waterway and the development of mountain roads, Laomudeng has started to attract curious travelers from outside.

Yu opened the first rural homestay a few years ago and soon found that it took more than just dining and accommodation to appeal to travelers trekking from afar.

Introducing the local folk performances to his guests in an attempt to spice up their experience proved to be a hit.

More locals have been inspired by him to offer performances to travelers, which has not only fueled tourism but promoted the local cultural heritage. As a result, Yu has been able to introduce Laomudeng's folk songs to many places across the country during various exhibitions.

He said he has realized that only by embedding ethnic culture and traditional crafts into tourist experiences can rural tourism achieve sustainable development and can ICH shine brightly.

Yao Jianping, vice-president of the China Literary and Art Volunteers' Association, said that ICH is a premium cultural resource for tourism development.

Yao has proposed the strengthening of the standardization of ICH and tourism integration to better protect and inherit ICH and upgrade tourism services.