The academic community in China is setting out not just to protect the nation's intangible cultural heritage but to "take it to a new level".

More than 20 universities are involved in a new initiative connecting practitioners of time-honored crafts with scholars. Among them is Tsinghua University in Beijing.

 More than 20 universities are involved in a new initiative connecting practitioners of time-honored crafts with scholars. Among them is Tsinghua University in Beijing.

Forty-one cultural exhibitors came from around the country to present their handiwork, including embroidery, brocade, New-Year paintings, paper-cuttings, lacquer art, and ceramics.

"We should not throw away traditional art. Whatever we innovate, it can never be without our traditions. We must sustain our original culture," said Long Luying, inheritor of Miao Embroidery.

"The goal is to train more inheritors of intangible cultural heritage, improve their learning ability and their sense of innovation,"

"Then, the project will expand market awareness and the market-share of Chinese traditional crafts, and eventually take Chinese intangible cultural heritage protection and inheritance to a new level," said Chen Anying, Tsinghua University.

Similar programs are being held in more than 20 universities, providing a chance for inheritors of cultural heritage to share their expertise with art scholars and students.

With this strategy, organizers hope not only to protect, but also to expand the influence of China's intangible cultural heritage.

China's intangible cultural heritage: paper cut