The video streaming platform Kuaishou launched its Intangible Cultural Heritage Incubation Program in Beijing on Wednesday.

The company is aiming to preserve and promote thousands of examples of the intangible cultural heritage found across the country. The tech firm plans to roll out pilot programs in selected areas that will support people working in the cultural sector. The support will include training on business operations, branding, and personnel management, as well as support so they can run their own online classes.

The company will also pick 50 ambassadors who will be given additional support to grow their business and create more jobs in their hometown.

According to data released at the launch, among 1,372 national-level intangible cultural heritage projects, Kuaishou has been involved in 989 projects – around 72 percent of them.

In 2018 a total of 11.64 million videos about intangible cultural heritage were published on Kuaishou, garnering 500 million likes. Of the 2.5 million people who created these videos, 63.8 percent of them are under the age of 30.

“Short videos on Kuaishou are helping thousands of craftsmen to become known by the general public. Our platform has helped these artisans to connect with more people, and possibly even with markets overseas,” said Zhang Fan, the director of Corporate Social Responsibility at Kuaishou Technology.

At the launch on Wednesday, performers sung the classic “Grand Song” from the Dong people, and there were exhibitions of Chinese shadow puppetry, and embroidery and clothing by the Yi people.