Intangible cultural heritage is an important part of China’s excellent traditional culture, a vivid testimony to the inheritance of Chinese civilization, and an important foundation for connecting national emotions and maintaining national unity. Protecting, inheriting, and making good use of intangible cultural heritage is of great significance to continuing the historical context, strengthening cultural self-confidence, and building a culturally powerful country. In order to standardize the promotion of China’s gift industry promotion plan, and to screen out representative intangible cultural and creative products that can carry Chinese values to the world and lead Chinese fashion, the Commerce Industry Committee of the China Council for the Promotion of International Trade began to develop ” “China’s Gifts” Cultural and Creative Commodities (Intangible Cultural Heritage) Evaluation Guide”, the entire formulation process of the standard took two years, and the opinions of all walks of life were widely collected and finally completed.

On July 16, 2020, the Business Industry Committee of the China Council for the Promotion of International Trade held an online seminar on the group standard framework of “Guidelines for the Evaluation of “China’s Gifts” Cultural and Creative Commodities (Intangible Cultural Heritage), bringing together the professional knowledge and strength of industry groups, Suggestions to improve the group bidding framework. The meeting invited Wu Yuanxin, the inheritor of the blue calico printing and dyeing skills of the national intangible cultural heritage, Huang Xiaoming, the inheritor of the national intangible cultural heritage of the lacquer carving and lacquer skills, and Huang Xiaoming, the inheritor of the Dongyang woodcarving skills of the national intangible cultural heritage, and Sichuan International Chamber of Commerce. Guo Kai, director of the Foreign Cultural Trade Professional Committee, Chen Yan, vice president of Hainan Quality Association, and more than 30 university representatives and enterprise representatives related to the cultural and creative industry and intangible cultural heritage fields attended the meeting to discuss the drafting of standards and the development of the entire cultural and creative industry. A very constructive and practical opinion measure was put forward. It further clarifies the significance and implementation direction of the standard for the industry.

On September 23, 2020, the Business Industry Committee of the China Council for the Promotion of International Trade took the lead in organizing the drafting of the group standard (Draft for Comments) of the “Guidelines for the Evaluation of “China’s Gifts” Cultural and Creative Commodities (Intangible Cultural Heritage) and publicly solicited comments on the “China Gifts”. The “Guide for Evaluation of Cultural and Creative Commodities (Intangible Cultural Heritage)” group standard (Draft for Comments), allowing all sectors of society to make suggestions and amendments to the content of the standard, so as to ensure the scientificity, rigor and applicability of the standard. On August 13, 2021, 5 research projects were organized by the Institute of High-tech Standardization of the China National Institute of Standardization, the Institute of Intangible Cultural Heritage of Nantong University, the School of Literature of Renmin University of China, the Office of the Beijing International Design Week Organizing Committee, and Guangdong Southern New Vision Media Technology Co., Ltd. Experts formed a review team, and held the group standard review meeting of the “China Gifts” Cultural and Creative Commodities (Intangible Cultural Heritage) Evaluation Guide organized by the Business Industry Committee of the China Council for the Promotion of International Trade.

At the meeting, the review team believed that the standard was innovative and forward-looking after discussion and review, and provided guidelines from the evaluation principles, evaluation content and evaluation procedures of “China’s Gifts” cultural and creative commodities (intangible cultural heritage). In September 2021, the first group standard of the China Gifts Industry Promotion Plan – “Guidelines for the Evaluation of “China Gifts” Cultural and Creative Commodities (Intangible Cultural Heritage)” was officially released at the 5th China Service Trade Standardization Forum of China Fair for Trade in Services , the release of this standard is a beneficial exploration of regulating cultural and creative products going overseas, and will further help the development and innovation of the domestic cultural and creative industry in the future! The release and implementation of the standard will provide guidance and foundation for the evaluation and identification of “China Good Gifts” cultural and creative commodities (intangible cultural heritage), and provide guidance and basis for the design, production, operation, and sales of “China Good Gifts” cultural and creative commodities going global. Provide effective support for the innovation and development of enterprises. At the same time, in conjunction with the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council, the “Opinions on Further Strengthening the Protection of Intangible Cultural Heritage” will be issued, and the publicity and formulation of relevant standards will be in-depth. Provide technical support for the work.

The cultural and creative industry is one of the important areas of trade development. The competitiveness of countries in the cultural and creative industry trade has become a manifestation of the country’s “soft power”. The value of culture, to create cultural and creative products with the characteristics of intangible cultural heritage elements, to spread Chinese excellent traditional culture and Chinese brand stories, and to promote Chinese cultural and creative products to the world.