[Hot spot observation] The 2022 Qatar World Cup is in progress. Cuju, a representative project of China's national intangible cultural heritage, appeared in Qatar, telling the world the story of Chinese culture. The Chinese elements of Qatar World Cup are not only Cuju, but also many of them are made in China, from buses to flags to various World Cup souvenirs. This shows that the wind of China-Chic formed in recent years has begun to "blow" from home to abroad. China-Chic combines Chinese cultural symbols, Chinese aesthetic spirit, traditional skills, manufacturing and cultural industries. It is not only a consumption and fashion trend, but also a cultural phenomenon. Its essence is cultural self-confidence. Intangible cultural heritage carries the memory of the nation, condenses the wisdom of the ancestors, engraves the gene of culture, and can inject a distinctive cultural background into various China-Chic products. The rise of China-Chic also provides a rare opportunity and carrier for the protection and inheritance of intangible cultural heritage. Intangible cultural heritage meets the rise of China-Chic culture and China-Chic culture, which means that a tendentious aesthetic orientation begins to form. This kind of aesthetics takes "Chinese elements" as the core, and behind it is the recognition of Chinese excellent traditional culture. After the sports brand is embedded with embroidery elements, it becomes a fashionable product that young fashion people rush to buy; The six hundred year old Forbidden City launched cultural and creative products such as "My Heart" moon cakes and palace colored lipstick, which immediately exploded the circle of friends of young people... At the moment when consumers placed orders generously, they bought not only goods, but also the culture behind the goods. Intangible cultural heritage products and commodities integrated with intangible cultural heritage elements have their own "cultural content", which is a fashionable product "worth owning" in the eyes of consumers. Taking this year's "Double 11" as an example, many intangible cultural heritage products have been placed at the top of the sales list. On the Tmall platform alone, more than 6600 intangible cultural heritage stores carried out live sales, with a turnover of nearly 200 million yuan. In addition, according to the 2021 Report on the Development of Intangible Cultural Heritage E-Commerce released by the Public Opinion Laboratory of the Chinese Academy of Social Sciences, the number of consumers of intangible cultural heritage on Taobao and Tmall platforms and their per capita consumption expenditure have increased for three consecutive years, and buying intangible cultural heritage products has become a trend among young people; The number of consumers of intangible cultural heritage products has exceeded 100 million, and the post-85s and post-90s generation are the main consumers of intangible cultural heritage products. As mentioned above, the charm of China-Chic products lies in culture, and its product creativity comes from excellent traditional culture. At present, there are more than 100000 representative intangible cultural heritage projects at all levels in China. This is not only a huge cultural treasure house, but also a huge IP treasure house, which can provide endless inspiration and materials for the development, design and production of China-Chic products. For example, the Forbidden City has developed more than 10000 cultural and creative products, with an annual sales volume of more than 1 billion yuan. Many cultural and creative products use intangible cultural heritage elements. The "tide" of China-Chic represents fashion and pioneer. Intangible cultural heritage meets the China-Chic, which can be refreshed and revitalized. For example, Tan Weiwei's combination of folk music and modern rock and roll not only revitalized Huayin Laoqiang, an intangible cultural heritage, but also led the music trend. In a word, the rise of China-Chic has broadened the path of productive protection and active inheritance of intangible cultural heritage, provided more forms of expression and display scenes for intangible cultural heritage, and enabled more young people to see, touch, and hear intangible cultural heritage. They yearn for intangible cultural heritage and help the strength of protecting and inheriting intangible cultural heritage grow. Biography