Every year in the twelfth lunar month, various regions hold exhibitions and sales of intangible cultural heritage. As the name suggests, the products displayed and sold are all intangible cultural heritage themed products, with a focus on "pure handmade" craftsmanship. The underlying theme may be "guaranteed quality, genuine and authentic products". Many people who participate in trade shows are attracted by "pure handmade" and "authentic things", so it is common to see such scenes: before the trade show is over, many booths have sold out their goods. Upon closer analysis, many intangible cultural heritage products can be purchased online and in shopping malls. Why are people willing to purchase them at intangible cultural heritage exhibitions? There are several reasons: first, "feeling cheap", believing that buying directly from the inheritor is better than "the mall making a profit in the middle"; The second is to believe that the quality is guaranteed, after all, it is something personally delivered by the manufacturer; The third and most crucial factor is still the public's sentiment towards traditional crafts at play. Emotion is something that cannot be explained clearly or explained by reason. Especially for intangible cultural heritage, an important role it plays is to connect history with the present, allowing people to reminisce and remember the past. Intangible cultural heritage exhibitions are usually held by local cultural and tourism departments to enrich cultural life during festivals and add a festive atmosphere. They play a positive role in showcasing regional characteristics, activating the tourism market, and inheriting folk culture. At the same time, the exhibition itself is highly sought after and provides inspiration for the industrial transformation of intangible cultural heritage. In recent years, some intangible cultural heritage projects, especially traditional craft projects, have still been begging for food while holding onto a golden rice bowl. The project itself is quite good and has great market potential, but due to conservative thinking and other reasons, the inheritor or protection unit is unable to achieve wider dissemination of the project. Intangible cultural heritage exhibitions inspire us that more often than not, as long as we boldly take the first step, have more contact with the market, and communicate more with the public, we can find suitable development space. Many intangible cultural heritage projects themselves have extremely high economic, social, and cultural values. What is currently lacking is still in-depth exploration, interpretation, development, and transformation. The project protection unit and inheritors should further broaden their horizons and operate the project with the development concept of modern market economy. If intangible cultural heritage projects can expand and strengthen the market, it is also one of the efficient ways to protect and inherit. (Lai Xin She)