The intangible cultural heritage (ICH) program, launched as part of the 2025 “Water Charm of Jiangsu” campaign, has driven around 200 million yuan (US$28.4 million) in related consumption, according to the provincial Department of Culture and Tourism.

Known for its vast network of rivers, lakes and coastal areas, Jiangsu has developed a vibrant culture and distinctive landscape shaped by water, elements that form the core of its flagship cultural and tourism campaign. Since February, the “ICH at Your Doorstep” initiative has featured more than 500 activities held across the province, generating over 3 million yuan in direct sales at ICH markets.

The initiative also leveraged the large crowds and high visibility of the 2025 Jiangsu Football City League, one of China's most popular sporting events. In addition to matches, fans engaged with heritage through cultural and creative products, ranging from traditional dough figurines to modern crystal football lights.

Furthermore, the provincial initiative has further raised the profile of ICH workshops and local food producers in smaller towns and villages, helping rural artisans and specialty products reach urban consumers directly.