General Secretary Xi Jinping pointed out during his inspection in Yunnan, "We must protect and utilize important cultural landmarks such as Mufu, protect and inherit the excellent traditional Chinese culture, guide people of all ethnic groups to consciously forge a strong sense of community for the Chinese nation, and continuously promote the construction of a community for the Chinese nation." The Yunnan Provincial Committee of the Chinese People's Political Consultative Conference conscientiously studied and implemented the spirit of General Secretary Xi Jinping's important speech, and focused on promoting the construction of a strong cultural province in Yunnan to conduct in-depth consultation and discussion. On the eve of the 2025 "Cultural and Natural Heritage Day", let us jointly unlock the "construction code" of a culturally powerful province through the views and perspectives of CPPCC members.

Bian Mingshe, member of the Standing Committee of the Yunnan Provincial Committee of the Chinese People's Political Consultative Conference and vice chairman of the Yunnan Provincial Committee of the China Democratic League:

Continue to promote the implementation of Xi Jinping's cultural thoughts in Yunnan

Xi Jinping's cultural thought is a theoretical summary of the practical experience of the Party's leadership in cultural construction in the new era, a major achievement of adhering to the "two combinations" and promoting the innovation of Marxist cultural theory. It constitutes the cultural chapter of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, and provides powerful ideological weapons and scientific action guides for doing a good job in propaganda and ideological and cultural work, promoting cultural prosperity, and building a cultural power.

In recent years, Yunnan Province has thoroughly studied and implemented Xi Jinping's cultural thoughts, and has actively promoted the construction of a culturally strong province around the mission of raising the banner, gathering the hearts of the people, cultivating new people, promoting culture, and displaying its image. It has achieved a series of achievements. At the same time, in the process of cultural construction and development, we also face some problems: some places still focus on economic construction and neglect cultural development, and the relationship between the two cannot be correctly handled; the distribution of cultural resources between regions is uneven, and investment in grassroots cultural construction is insufficient; the supply of high-quality products is insufficient, and there are few leading talents.

To this end, it is recommended to improve political stance and shoulder the mission and responsibility of building a strong cultural province. Actively promote Xi Jinping's cultural thought to take root in Yunnan, put promoting cultural development and building a strong cultural province in the overall situation of national development, and comprehensively consider the overall situation of comprehensively promoting the construction of a strong country and the great cause of national rejuvenation, and strive to create a vivid practice place for Xi Jinping's cultural thoughts. Correctly handle the relationship between social and economic benefits of culture, and adhere to the unity of social and economic benefits. Continue to strengthen fiscal investment in cultural construction to ensure that grassroots public cultural expenditures are implemented.

Enrich cultural supply and continuously enhance the people's sense of cultural gain. Further optimize the layout of public cultural facilities in the province and achieve balance between urban and rural areas and regions. Focus on cultivating leading talents, strengthen the construction of the cultural team, strengthen the combination of local training and flexible introduction and use, and provide solid talent support for the construction of a culturally strong province. Establish and improve the mechanism for direct access to the grassroots level of high-quality cultural resources, innovate activity carriers, promote the popularization of art for the whole nation, and support the cultivation of high-quality masterpieces with great historical value and contemporary significance for a long period of time.

Give full play to resource advantages and demonstrate cultural power in integrated development. Deeply explore Yunnan's cultural resource endowment, combine the needs of the times and market orientation, promote the deep integration of cultural industries with tourism, health care, science and technology, sports, agriculture and other industries, and cultivate a group of cultural brands with Yunnan characteristics. Encourage the integration model of cultural and technological integration with light assets, strong creativity, and crowd participation, promote the lightweight development of cultural IP, and empower core attractions or cultural symbols through technology. Based on Yunnan's rich ethnic folk stories as the basis, we create cultural products such as animation, film and television, and games to attract more young audiences.

Polish the intangible cultural heritage logo and activate the excellent genes in Yunnan’s traditional culture. Carry out the basic projects of the intangible cultural heritage census in a solid manner, work hard on the word "having", systematically and comprehensively conduct investigations, research, excavation and sorting, and consolidate the foundation of intangible cultural heritage work. Establish and improve a three-dimensional comprehensive network for intangible cultural heritage publicity, work hard on the word "know", and build diverse platforms such as "competent departments﹢ representative inheritors﹢ volunteers", "media (platform)﹢ intangible cultural heritage stories﹢ scenes", so that intangible cultural heritage can get closer to the public from the "deep boudoir". Strengthen the protection of intangible cultural heritage in accordance with the law, work hard on the word "protection", and improve the protection measures for intangible cultural heritage project protection work in terms of talents, funds, etc. Promote the integration of intangible cultural heritage into modern life, work hard on the word "integration", dig deep into the connotation of intangible cultural heritage, closely follow the theme of the times, integrate new concepts and new technologies, inject new vitality and new value into intangible cultural heritage, and help develop new products in productive protection and lively inheritance and development, realize the creation of new business forms, and better benefit people's livelihood.

Cui Jiazhou, member of the Standing Committee of the Yunnan Provincial CPPCC and Chairman of the Lijiang Municipal CPPCC:

Keep in mind the instructions and be grateful and strive to better shoulder the new cultural mission

In March 2025, General Secretary Xi Jinping said during his inspection in Lijiang that "Lijiang has beautiful scenery, distinctive culture, and high popularity", and encourages everyone to "become a sustainable and healthy path of cultural and tourism development." General Secretary Xi Jinping’s earnest instructions have deepened our understanding of the important consideration of the Party Central Committee with Comrade Xi Jinping as the core to put cultural construction in a prominent position in governing the country, deepened our understanding of the great significance of Xi Jinping’s cultural thought formation in the practice of leading and promoting cultural construction in the new era, and deepened our understanding of the important mission of continuously enhancing the people’s spiritual strength and building a strong cultural foundation for national rejuvenation in the journey of comprehensively promoting the great rejuvenation of the Chinese nation.

We must deeply understand the rich connotation of Xi Jinping’s cultural thoughts. Deeply understanding the "two combinations" are the organic unity of adhering to the "soul vein" and "root vein", deeply understanding that cultural confidence is the spiritual pillar and source of strength for building a strong country and national rejuvenation, deeply understanding the clear position and value pursuit of adhering to the people-centered approach, deeply understanding the grand vision and pattern of adhering to the world, openness and inclusiveness, and making Yunnan's efforts and due contributions to enhancing the country's cultural soft power and the influence of Chinese culture.

We must keep our instructions in mind, be grateful and forge ahead, and better shoulder the new mission of building a culturally strong province-

Persist in taking the lead in applying what you have learned. Taking General Secretary Xi Jinping’s visit to Yunnan as an opportunity, we will further learn and understand the Party’s innovative theories and persevere in deepening internalization and transformation. Based on the advantages of Yunnan's cultural resources, closely combine with the outstanding problems faced by Yunnan's cultural construction and development, take the initiative, think more, and creatively propose implementation measures. Adhere to the people-centered approach, transform the resource advantages of excellent national culture into an important driving force for promoting the construction of a culturally strong province, continuously demonstrate the unique charm of Yunnan culture in the process of development, and consolidate the foundation of cultural confidence.

Adhere to set an example in inheritance and development. The ancient city of Lijiang was listed as a world cultural heritage in 1997, and the ancient books and documents of Naxi Dongba were listed as a world memory heritage in 2003. We must strengthen the protection and utilization of cultural relics and cultural heritage, promote the living inheritance of intangible cultural heritage, comprehensively explore intangible cultural heritage resources such as Naxi ethnic festivals, weddings, and longevity, clothing and food, find the right incision for transformation and application, promote the benign interaction between the revitalization and utilization of heritage and the tourism industry, focus on building Lijiang, which is "longing for" and continue to promote the construction of a world-renowned cultural and tourism city.

We must be pioneers in exchanges and mutual learning. Actively integrate into the national "Belt and Road" initiative, promote the construction of Yunnan's radiation center facing South Asia and Southeast Asia, and enhance the international influence of Chinese culture. Relying on the radiation advantages of China-Laos Railway, we will give full play to the role of universities such as Lijiang Culture and Tourism College, deepen cultural and tourism cooperation with neighboring countries and around the world, spread Yunnan's strong and distinctive ethnic culture, create a "transnational cultural corridor", and promote the mutual recognition of the "Tea-Horse Ancient Road Cultural Heritage Protection Agreement" of the four countries of China, Laos, Burma and Thailand under the framework of RCEP, and promote fresh cut flowers, Pu'er tea, coffee, purple pottery, silverware, wood carving, Dai brocade and other products to the world.

Adhere to the principle of keeping up with integrity and innovation and doing good deeds. Deepen the reform of the cultural system, aim to meet the people’s new expectations for a better spiritual and cultural life, and strive to build a better and more efficient public cultural service system. We must take the creation of the "Lijiang" cultural and tourism brand as the driving force, integrate grassroots public cultural resources, guide social forces to effectively participate, promote the integration of new public cultural spaces with tourism, education, science and technology, entrepreneurship, etc., and better meet the diverse cultural needs of the people. We must further strengthen the research and interpretation of "harmony" culture, confirm the historical origin of the Chinese nation's sense of community through Lijiang's rich cultural heritage, and use the cultural symbol of "harmony and beautiful" to better show the "Lijiang painting scroll" of national unity and progress.

Wu Jing, member of the Standing Committee of the Yunnan Provincial Committee of the Chinese People's Political Consultative Conference and Deputy Mayor of Qujing Municipal People's Government:

Cracking the code of live inheritance to explore the path of industrialization development

Traditional intangible cultural heritage has significant market advantages in carrying out "productive protection". Xuanwei Ham is a national protection product of origin, a national intangible cultural heritage and a time-honored Chinese brand. In 1909, the establishment of the first joint-stock ham company in Yunnan started the industrialization process of Xuanwei ham. In the century-old industrialization process, Xuanwei has established an industrial chain covering breeding, ecological breeding, and deep processing of breeding pigs, driving 400,000 local people to find employment. The output value in 2024 has exceeded 11.5 billion yuan, becoming a typical case to help local economic development.

However, to further achieve high-quality industrialization development, it is necessary to strengthen the integration of the following three aspects:

Promote the integration of protection and inheritance policies and industrial development policies. In the development of Xuanwei ham industry, many departments have provided project and financial support, but the diversification of policy resources is insufficient to coordinate. Although standards have been formulated to achieve production-side standardization, the policy system that helps the industry "go global" is not sound, and there is a lack of policy system support in integrating culture and tourism, developing international markets, overseas brand promotion, and cross-border trade. The professional skills assessment system is missing, and the evaluation of talents in ham production skills inheritance is unruly.

Focus on the integration of product development and industry extension. Although Xuanwei Ham has developed a product system covering 113 categories including ready-to-eat, fast food, and snacks, compared with world-renowned brands, the construction of an industrial chain that starts from the source of raw materials is not complete, and has not attracted enough attention in the construction of product consumption and experience scenarios and the cultural promotion of brand stories.

Achieve the integration of inheritance and development with modern lifestyles. As a fermented food, ham has insufficient systematic construction of its green health indicators, lacks authoritative data to accurately explain the nutritional value of the product, and has not broken the inherent impression of "high-salt pickled food", which restricts market expansion.

In order to promote industrialization with high quality, the following suggestions are put forward:

Build an integrated policy support system. Establish a special working group and establish a multi-department coordination mechanism. Based on the unified planning of the whole province, a systematic and sustainable policy system will be formed, supporting the construction and operation of traditional intangible cultural heritage parks, and coordinating and guiding the high-quality development of the industry.

Precisely formulate industrialization strategies. Scientifically formulate the large-scale development plan for intangible cultural heritage of traditional skills in our province, actively connect with the "Yunnan Province Traditional Craft Revitalization Action Plan", focus on promoting key projects for the revitalization of traditional skills, and build an integrated business system of "research, production, exhibition and sales". We must introduce modern management systems, strengthen quality certification, and create characteristic product brands.

Strengthen the mechanism of connecting agriculture to develop agriculture and expand the industrial chain. We will do a good job in intangible cultural heritage development with the whole industrial chain thinking, do a good job in systematic layout of various factors upstream and downstream of the industry, and enhance industrial competitiveness. Actively explore the "connecting agriculture and leading farmers" method that is flexible and diverse, strengthen the standardized and standardized production of raw materials in the upstream of the industry, create more consumption scenarios downstream of the industry, promote the deep integration of intangible cultural heritage and rural agriculture, culture and tourism, and actively develop in-depth interactive experience projects integrating production, R&D, experience, study and tourism, and effectively drive people to increase their income and become rich.

Scientifically quantify the functional indicators of intangible cultural heritage products. With health, green and environmental protection as the core concepts, accurately quantify the functional indicators of intangible cultural heritage. Joining authoritative scientific research institutions in the fields of food science and nutrition, we will fully collect and establish a parameter system for traditional fermented ham, and finely mark all products on the outer packaging, so that consumers can purchase with confidence.

Miao Youfa, member of the Standing Committee of the Yunnan Provincial CPPCC and Chairman of the Diqing Tibetan Autonomous Prefecture CPPCC:

Promote the high-quality development of cultural ecological protection areas

The establishment of cultural ecological protection zones is an important measure for my country to carry out regional overall protection of cultural forms with the protection of intangible cultural heritage as the core. Yunnan has many ethnic groups, and the diverse cultures are intertwined and blended, forming a unique cultural landscape and rich intangible cultural heritage resources. The province has two national cultural ecological protection zones, Dali and Diqing and 85 provincial ethnic traditional cultural ecological protection zones, which have initially formed a good pattern of "protection-oriented, lively inheritance, and integrated development". But there are still four prominent problems:

Legal guarantees are lagging behind, and the protection mechanism is "fragmented". Cultural ecological protection has not yet formed a systematic legal system, and there is a phenomenon of "multi-headed management and unclear rights and responsibilities" in policy implementation; there are misunderstandings in protection, and the traditional model is "collection-oriented". It relies mostly on the "museum-style" protection led by the government. Some protected areas only retain cultural symbols by establishing training institutes and recording archives, and "focus on collection and neglect application", ignoring the production and life scenes on which traditional culture depends for survival, resulting in serious loss of cultural connotations; insufficient participation of the masses, and the cultural subject is "marginalized". Many protection work is still at the level of "government-led and expert planning". Local residents are not proactive in participating in inheritance and protection, and their role is not fully exerted; intergenerational inheritance is broken and cultural genes are "hollowed". The aging problem of representative inheritors of intangible cultural heritage in the province is serious. Among the national inheritors, the proportion of over 60 years old is over 70%, and the number of young apprentices is declining year by year.

In order to promote the high-quality development of cultural ecological protection areas, it is recommended to improve the legal system and build an "integrated" protection mechanism. Legislative breakthroughs, formulate the "Yunnan Province Ethnic Traditional Culture Ecological Protection Area Regulations", clarify the "three-in-one" protection principle of cultural space, traditional skills, and ecological landscape, and establish a "cultural ecological protection red line". Mechanism innovation, establish the "Ethnic Traditional Culture Ecological Protection Committee" at the provincial level to coordinate the functions of cultural tourism, housing and construction, ethnic and religious departments, and solve the problem of cross-responsibility. Strengthen law enforcement, establish a "cultural ecological protection inspection system", and implement "lifelong accountability" for vandalism.

Activate endogenous motivation and explore the "ownership" protection model. Empower the people, promote the "Village Autonomous Protection Convention" model, incorporate cultural heritage into village rules and regulations, and give villagers priority distribution of cultural and tourism benefits in the protected area. Innovative carriers, establish a "cultural cooperative" in the protected area, and the government provides the start-up capital. Villagers invest in their skills and resources, explore "cooperatives ﹢ intangible cultural heritage" and develop intangible cultural heritage research and other business formats. Education awakens, implements the "Rural Cultural Revitalization Night School" plan, organizes intangible cultural heritage inheritors to teach in the village, and enhances the masses' cultural confidence and protection awareness.

Focusing on sustainable development, we will build a "inheritor" training system. Education builds the foundation, provides compulsory courses for "cultural ecological protection" in primary and secondary schools, compiles the "Yunnan Ethnic Cultural Ecological Reading Book", and includes intangible cultural heritage and other labor education courses. Integrate industry and education, coordinate and promote support for ethnic colleges to establish "cultural ecological protection" micro-major majors, and target the cultivation of compound talents who understand cultural heritage and are good at digital technology. Policy incentives will provide entrepreneurship subsidies, social security reductions and other discounts to young people returning home to engage in cultural heritage.

Strengthen regional coordination and promote the symbiotic path of the "big corridor". Strengthen linkage, create the "Dianchuan, Sichuan and Tibetan Cultural Ecological Protection Alliance", unify standards such as Thangka drawing and Tibetan medicine cultivation, and jointly apply for the World Cultural Heritage of the Ancient Tea-Horse Road. Cross-border cooperation, relying on the China-Laos Railway, build the "Dian-Southeast Asian Ethnic Cultural Ecological Corridor" and promote mutual learning of cultural landscape protection experience. Digital sharing, establish a provincial national traditional cultural ecological big data platform, and realize digital sharing of cultural resources and joint development of IP.

Xiong Chaokang, member of the Standing Committee of the Yunnan Provincial Committee of the Chinese People's Political Consultative Conference and Chairman of the Wenshan Zhuang and Miao Autonomous Prefecture Committee of the Democratic League:

Write a new chapter in the inheritance and development of traditional medicine in Yunnan

General Secretary Xi Jinping pointed out that "traditional medicine is the result of human civilization creation. It needs to be protected and inherited from generation to generation, and also needs to keep pace with the times and innovate." In thousands of years of production and life, Yunnan has formed a national folk traditional Chinese medicine system with Dai, Yi, Tibetan medicine as the main one, Miao, Zhuang, Bai, Naxi, Wa and other ethnic medicine coexisting, and a diverse and integrated ethnic folk traditional Chinese medicine system. It has five national intangible cultural heritage projects, including traditional Chinese medicine preparations of Kun Chinese medicine, Tibetan orthopedic therapy, Yi medical water plaster therapy, Yi medical "Bouyun ingot production skills" of Yi medicine, Dai sleeping medicine therapy, as well as more than 20 provincial intangible cultural heritage projects such as Yao medical diagnosis and treatment, Naxi medical acupuncture therapy. Inheriting and making good use of traditional medicine and characteristic therapies can not only effectively protect these intangible cultural heritage projects and meet people's needs for a healthy life, but also a powerful measure to implement Yunnan's strategic deployment of "building the Chinese medicinal materials industry into the second 'tobacco-type' pillar industry".

At this stage, traditional medicine is facing a severe situation of "famous doctors disappear, famous prescriptions are lost, and famous medicines are missing." It is reflected in the incomplete traditional medical system. Many ethnic and folk "old doctors" are unable to enter medical institutions because they do not have the qualifications to practice. Some secret recipes with significant efficacy that they have mastered are not recognized and used. The training system for intangible cultural heritage inheritors of traditional medicine is not sound. The unique diagnosis and treatment methods and unipreparation and tests of some traditional medicines are in a dilemma. The quality of authentic medicinal materials needs to be further improved.

To this end, make suggestions:

Strengthen the construction of traditional medical standard system. Carry out special work on improving traditional drug standards, fresh drug standard system, powder drug standard system, inter-provincial recognition of ethnic drug standards, and technical standards for diagnosis and treatment of ethnic medical characteristics (specialization). Strengthen basic research on traditional medicine quality standards, quality evaluation, pharmacological efficacy, safety evaluation, and patent drug properties screening. Standardize traditional medical operating procedures, promote ethnic specific therapies in ethnic areas, exert clinical vitality, and improve clinical diagnosis and treatment levels.

Promote the industrialization of traditional medicine. Traditional medical intangible cultural heritage has rich medicinal resources, preparation technology, diagnosis and treatment methods and health concepts. We must increase scientific and technological support, give full play to the unique advantages of traditional medical care in "preventing diseases", "overall conditioning", and "natural healing", attract a group of top 100 industries and leading enterprises to settle in Yunnan, develop more effective and standard health care products and service projects, explore and utilize the connotation of traditional medical culture, deeply integrate with health care, tourism, vacation, etc., and provide more practical paths for the industrialization of traditional medicine.

Pay attention to the protection and inheritance of "famous doctors" and "famous prescriptions". Through government leadership and industry participation, census work is carried out on ethnic and folk medical documents, cultural relics, "famous prescriptions", etc., focusing on supporting the unique diagnosis and treatment of ancient ethnic and folk medical documents, appropriate technologies, as well as secret, test and unilateral excavation, sorting, screening, research and application of ancient ethnic and folk medical books and documents. Further improve the assessment and access system for ethnic and private practitioners, study and issue legal provisions suitable for the legalization of ethnic and private doctors, and adopt different levels of recognition methods for ethnic and private doctors.

Strengthen the management of the entire industrial chain of traditional Chinese medicinal materials. Focusing on the "Top Ten Cloud Medicines" varieties, we will carry out the selection and breeding of good Chinese medicinal materials, the expansion and promotion of excellent varieties, and the research and application of variety cultivation technology. Focusing on building a traceable application system for the first, second and third industrial chains of traditional Chinese medicinal materials, we will realize the full closed-loop information management from the cultivation, processing, sales, formula, adjustment to decoction and distribution of traditional Chinese medicinal materials, and build a high-quality product standard system for the entire industrial chain of traditional medicine. Strictly implement the system of origin and market access, name each single-product authentic medicinal material market with geographical indication products, and strive to achieve the goal of "selling authentic medicinal materials in Yunnan across the country and buying authentic medicinal materials in Yunnan across the country".

Li Yinfeng, member of the Standing Committee of the Yunnan Provincial CPPCC and Chairman of the Lincang Municipal CPPCC:

Promote the Yuncha culture and polish the characteristic brand

Yunnan is the center of the origin of tea trees in the world and the largest tea producing area in the country. It has become a general consensus that "Yunnan has good mountains and rivers to produce good tea." With the successful application of Jingmaishan Ancient Tea Forest Cultural Landscape, Chinese traditional tea making skills and related customs to be included in the UNESCO representative list of intangible cultural heritage, how to inject cultural power into the development of the tea industry has become a new proposition for Yunnan to revitalize the "tea industry".

At present, the effect of cloud tea culture empowering industrial development has not been fully utilized. There are three main problems: cloud tea culture is not deeply explored, lack of systematic sorting and research, inaccurate positioning, different standards, and no cloud tea discourse system. Cloud tea culture lacks a comprehensive display platform, has a single communication channel, and it is difficult to demonstrate its cultural value. The cloud tea brand empowered by culture is insufficient to build, and the degree of integration of culture and industry is low, making it difficult to break through the situation of "selling raw materials and making small money".

To this end, it is recommended to expand the scope of dissemination of Yuncha culture and enhance the voice of Yuncha market. Deeply explore, systematically organize, and widely disseminate the cloud tea culture, enhance the spiritual connotation and cultural value, and further expand the industry's influence. Promote inheritance and popularization, promote in-depth cooperation between universities, research institutions, cultural and tourism units, prepare local tea culture textbooks, and build professional disciplines and communication systems such as tea studies, tea art, and tea culture with Yunnan characteristics. Create cultural IP, create a series of "tea ﹢" industries with IP operation as the core, cultivate a group of characteristic tea culture enterprises, and build a cloud tea industry development cluster integrating marketing chain, technology chain, cultural chain, and digital chain, so that cloud tea culture can reach a wider population. Increase support, set up a special fund for the revitalization and inheritance of cloud tea culture, focus on supporting cultural communication, platform construction, and brand overseas projects, encourage intangible cultural heritage masters, experts and scholars, and online Vs to tell the story of cloud tea culture to the world, and enhance the popularity and influence of cloud tea international market.

Showcase the charm of cloud tea culture and activate new momentum for tea and tourism integration. With the goal of strengthening the tea culture and tourism economy, we will promote the construction of a third-level display platform for cloud tea culture. Preparing to build a provincial intangible cultural heritage display center. Build a cloud tea culture display center at the provincial level, use VR and AR technologies to display cloud tea intangible cultural heritage production skills in the entire process, confirm the intangible cultural heritage stories through blockchain technology, and build a traceable digital cultural asset library. Build a city and county intangible cultural heritage exhibition hall. Guided by tea culture, and in accordance with the concept of "one museum, one soul" and "beads into chains", we will build city and county tea culture exhibition halls in key tea production areas to create a new business card for Yunnan tourism. Standardize rural intangible cultural heritage workshops. Implement the standardization and improvement plan for intangible cultural heritage workshops, upgrade the traditional workshops to the "front shop and back shop" complex, build a "intangible cultural heritage workshop" for tea companies, embed the functions of tea garden sightseeing, tea making craft experience, tea food and tea banquets, promote the deep integration of tea, culture, tourism and residence, and bring the "Qingqin Tea" products with Yunnan characteristics to the market.

Enhance the tension of cloud tea culture and improve the brand supply chain. Adhere to cross-regional and cross-industry collaborative linkage, integrate tea culture into brand building and product marketing, integrate upstream, midstream and downstream resources, build a cloud tea product supply chain, drive the development of equipment manufacturing, product packaging, tourism experience, cultural creativity and other industries, promote the upgrade of the entire chain of the cloud tea industry, and the integrated development of multiple business formats. Accelerate the formulation of standard systems. Collect member units to jointly participate in the formulation of group standards, fully consider regional characteristics and resource advantages, and provide classified guidance on the formulation of local standards. Innovate marketing models. Integrate cloud tea culture into the cloud tea brand supply chain, invite internet celebrities and experts to recommend products and cultural interpretations online, and encourage tea companies to actively participate in various tea exhibitions and cultural exchange activities at home and abroad. Improve the talent guarantee system. Gradually expand the scope of the selection of representative inheritors of cloud tea intangible cultural heritage at the provincial, municipal and county levels, increase financial rewards and subsidies, cultivate and introduce high-end talents such as experts, scholars, marketing planning, etc. in the tea field, and provide intellectual support and innovative impetus for the development of the cloud tea industry.

Wang Quan, member of the Standing Committee of the Yunnan Provincial Committee of the Chinese People's Political Consultative Conference and Chairman of the Honghe Hani and Yi Autonomous Prefecture Committee of the Democratic Progressive Party:

Make “intangible cultural heritage on the tip of the tongue” abundant “there is a kind of life called Yunnan”

Since 2006, a total of 629 traditional craft projects have been published in the National List of Representative Intangible Cultural Heritage Projects, including 172 food production skills, accounting for 27.34%, and more than 1/4 is "intangible cultural heritage on the tip of the tongue". Among Yunnan's national intangible cultural heritage projects, there are seven food production techniques: Yunnan black tea, Gong tea, Dayi tea, Xiaguan Tuo tea, Xuanwei ham, Mengzi Bridge rice noodles, and De'ang sour tea. In addition, the provincial intangible cultural heritage such as Jianshui steam pot chicken, Dali milk fan, Zhaotong sauce, Mouding fermented bean curd, Lijiang Baba, and other local intangible cultural heritages such as Dehong Dai sour bamboo shoots, Wenshan Panqi Stewed Chicken, Baoshan Yongchang Duck, Nujiang Paint Oil Chicken are also rich and colorful. Let these "intangible cultural heritage on the tip of the tongue" accompany "there is a kind of life called Yunnan" and spread the charm of Yunnan's food culture is a natural meaning in building a strong cultural province in Yunnan.

The dissemination of Yunnan-based intangible cultural heritage food must not only highlight its characteristics but also adapt to the public. It is necessary to improve cooking technology, update business philosophy, improve the supply chain from mountains and fields to dining tables, and create a "unforgettable" and "eat as you want" consumption form for consumers across the country.

To this end, it is recommended to vigorously develop business entities. Actively support the establishment of the real economy of intangible cultural heritage food projects, and strengthen relevant policy support for them in market-oriented development, such as encouraging inheritors to register trademarks in a timely manner and apply for technical patents, so as to better realize inheritance in physical development.

Provide good guidance on classified development. For intangible cultural heritage foods with existing production standards, strengthen the leadership and support for leading enterprises, and relevant departments such as municipal supervision, industry and information technology, agriculture and rural areas, and commerce will cooperate to do a good job in regional public brand building, small and medium-sized enterprise clusters, raw material base construction, quality control, and market channel development, "gathering groups into chains" and developing local famous and excellent product groups. For intangible cultural heritage foods (mostly snacks) that do not have production standards, the municipal supervision department can work with representative inheritors of intangible cultural heritage to organize R&D institutions to form standards from raw material screening, food matching, production process to product presentation process; the cultural and tourism department cooperates to set up store stalls, promote and design, so that intangible cultural heritage of snacks can bloom with cultural and tourism, benefit people's livelihood and flourish.

Guide promotion path innovation. Expand industrial boundaries and achieve coordinated progress in the inheritance of intangible cultural heritage and the development of other industries. First, guide enterprises or third-party productive service institutions to use big data to analyze the taste preferences of consumers across the country, optimize production skills, and continuously develop new flavors and new food products; second, integrate local intangible cultural heritage brand resources, deeply explore historical and cultural stories and integrate them into brand building, promote integration with tourism and cultural and creative industries, create themed cultural tourism routes, develop cultural and creative products, hold real-life performances, etc.; third, use cross-border e-commerce to make overseas pre-made dishes, so that the Yunnan-based intangible cultural heritage food can go abroad.

Relying on "Skills Yunnan" to deepen talent cultivation. Inheritance is the emergence of talents and the expansion of scale rather than self-appreciation or monopoly management. We must learn from the experience of "Sichuan Cuisine College", encourage colleges and universities to cooperate with inheritors, build a Yunnan-based food inheritance education system, do a good job in intangible cultural heritage food courses, deepen the integration of industry and education, organize good selection competitions and exchanges, improve the overall skills and management level of practitioners, expand employment and strengthen the team.