Since 2022, Nagchu, Xizang autonomous region, has been promoting rural vitalization by making cultural preservation a source of income. Over the years, the effort has unearthed various examples of intangible culture heritage and their inheritors through skills competitions.

According to the office of the leading group for the Nagchu Rural Vitalization Project, 61,400 competitions have been held, attracting more than 890,600 participants and unearthing 1,084 skilled individuals since the competitions began in 2022.

The group has explored 465 distinctive cultural crafts, including stone carving, leather goods and monastic butter sculpture, leading to a collective income increase of more than 93 million yuan ($13 million) for the participants.