Passing the torch can be profitable

Although the term "intangible cultural heritage" often denotes the need for traditions to be safeguarded, an increasing number of China's intangible cultural heritages are doing well by metamorphosing into fashionable items.

Huang Ronghua, a dyer using natural materials, has not only worked with many fashion designers and clothing companies to adopt traditional dyeing of the latest fashions, but also started his own brand - Caomuqing.

A silk scarf dyed by Huang sells for 1,400 yuan ($221). His products also include shirts, bags and pillows. At the Second Expo of Chinese Intangible Cultural Heritage, which concluded on Monday in Zaozhuang, Shandong province, Huang's products were sold out.