For many Shandong people, intangible cultural heritage and traditional handicrafts are not only an ancient craft, but also the life aesthetics that have been passed down for thousands of years. They are famous signs representing the cultural image of Shandong. For Shandong, to fully leverage local cultural resources and promote the innovative development and creative transformation of traditional culture have always been a responsibility and an inevitable choice to meet people's needs for a better life and promote industrial revitalization.

　　In early March this year, Shandong officially launched the “Shandong Handicraft” project, proposing to give full play to the advantages of Shandong’s rich cultural resources, explore a new model of cultural inheritance relying on intangible cultural heritage or traditional craftsmanship and through creative ideas, build the brand of “Shandong Handicraft”, promote the development of the handicraft sector and drive the high-quality development of Shandong's cultural and creative industry.

　　At present, there are 1.19 million traditional craft businesses in Shandong, providing jobs for more than 3.5 million people. The handicraft sector enjoys a broad base. Many businesses are industry leaders who have been committed to innovation and creation.

　　Integrating tradition, fashion, innovation, creativity and vitality, "Shandong Handicraft" is renewing people's view about Shandong and the cultural image of Shandong "(cited from chinakongzi, source from Dazhong Daily)