A livestreaming activity is held at the Three Lanes and Seven Alleys in Fuzhou, capital of Fujian province, to celebrate China Cultural and Natural Heritage Day. [Photo by Chen Jing/fjsen.com]

In celebration of China Cultural and Natural Heritage Day, which falls on June 13, East China's Fujian province launched 220 lively events across the province, local media reported on June 15.

The celebration, entitled "Inherit Intangible Culture and Enjoy a Healthy Lifestyle," will run for two weeks from June 4 to 20 and focus on the important role of intangible cultural heritage (ICH) in everyday life.

The events, consisting of online and offline activities, offer a platform for the public to celebrate the upcoming 44th session of the World Heritage Committee, which will be held in Fuzhou this year.

Additionally, an online shopping festival designed to promote ICH was also launched, and more than 3,800 types of products are available on online platforms such as Alibaba, JD and Kuaishou, aiming to promote ICH-related products from Fujian.

"The shopping festival offers practitioners of ICH an innovative platform to promote their products, as well as a way to explore and utilize the influence of ICH brands. It will further accelerate ICH protection and development via digitalization," according to an official from the Fujian Provincial Department of Culture and Tourism.

Apart from the online activities, many offline exhibitions featuring traditional Chinese medicine, Minnan (southern Fujian) food, and tea were arranged during the period.

According to the provincial department of culture and tourism, there will be different kinds of online and offline exhibition activities at Fujian's tourist attractions, and the activities will focus on traditional culture in Fujian to promote knowledge about ICH and popularize the concept of a healthy life.