Visitors take part in a handicraft workshop at the academy last month. [Photo provided to China Daily]

He Yun'ao, director of the Institute of Cultural and Natural Heritage at Nanjing University, said that although traditional Chinese culture is often associated with classical literature, archaeological relics and intangible heritage, it should not be viewed as being separate from modern society.

"Traditional Chinese culture is deeply rooted in our language and way of life. It influences every Chinese's thinking and behavior," he said.

"Modern China is a continuation of this 5,000-year-old Chinese civilization. If we desert our traditional culture, the faith, cultural identity, creativity and spiritual home of the Chinese would no longer exist."

Chinese society has always paid attention to traditional culture. However, although schools, museums and cultural institutions often host related lectures, programs and performances for the public, many experts agree with Rong that such efforts are insufficient unless steps are taken to make learning about the past interesting for modern audiences.

Over the years, He, who is also a member of the Chinese People's Political Consultative Conference, has submitted numerous proposals to protect and popularize traditional culture and heritage by using modern approaches.

"We should better use modern tools, such as digital media and fashion design, to promote traditional culture. We need to tell cultural stories in different forms, on different platforms, and through creative ways so that it becomes part of our modern life," he said.

Liu Tong, a history professor at Shanghai Jiao Tong University, said traditional culture research should be combined with public education and promotion. He suggested that such efforts include talent from across society and should not be limited to professional researchers.

"Many people and grassroots groups in Shanghai are doing voluntary work to promote and popularize traditional culture at museums and historical sites," Liu said."Their work is as important as the studies done by scholars."