Cultural heritage, like a bridge spanning time and space, connects history and the future, blends traditional wisdom with modern spirit, and carries the profound memory and unique creativity of the nation. Protecting cultural heritage and integrating it better into people's daily cultural life is the key to revitalizing and shining cultural heritage, ultimately safeguarding and inheriting the roots and soul of the Chinese nation. Protection first ensures the sustainable development and protection of cultural heritage, which is the foundation of cultural heritage work. Whether it is inheritance or utilization, protection is the top priority. Developing cultural industries can inject vitality into the inheritance and development of cultural heritage, expand its public influence, promote cultural popularization, and enhance national confidence. But in this process, it is necessary to maintain the authenticity and integrity of cultural heritage. This is a highly complex and challenging task that must be completed. For example, in the process of developing the cultural industry in the ancient city of Lijiang, there was a time when economic benefits were solely pursued, neglecting the protection of cultural heritage, resulting in the cultural atmosphere and historical charm of the ancient city being obscured by a strong commercial atmosphere, and the authenticity and integrity of cultural heritage being damaged. Therefore, it is urgent to establish an effective mechanism for balancing industrial development. At this moment, the role of the government is crucial. The Lijiang Municipal Government has learned from the painful experience and introduced protection regulations, clearly defining the scope of protection, formulating detailed protection measures, clarifying the responsible parties, and strictly implementing the admission system. These measures ensure that all industrial projects can only be carried out in compliance with cultural heritage protection requirements, effectively protecting the original style and rich cultural connotations of the ancient city. At the same time, the government also encourages all sectors of society to actively participate in the protection of cultural heritage through providing financial support and implementing tax incentives, forming a positive interaction mechanism led by the government and involving society. Practice has shown that in the process of developing the cultural industry, adhering to the concept of "protection first" can ensure the sustainable development of cultural heritage and make it shine continuously in the long river of history. The collective collection of firewood helps to promote the sustainable inheritance of cultural heritage. Government led and socially involved forms of cultural heritage protection have been repeatedly proven to be effective and even efficient. As the primary responsible party for the protection of cultural heritage, the government should formulate comprehensive and scientifically reasonable protection policies, build a solid legal foundation for the protection of cultural heritage, and provide indispensable financial support. Enterprises, relying on their financial and technological advantages, have deeply participated in the protection of cultural heritage, and have shown good performance in digital protection, cultural tourism integration, and cultural and creative product development. For example, in recent years, some Internet companies have actively cooperated with governments, enterprises, social organizations, and cultural heritage sites to present cultural heritage in a more diversified and innovative form, greatly expanding the breadth and depth of cultural experience; Some companies have also collaborated with Dunhuang Academy to recreate the stunning "Digital Scripture Cave" using digital technology, stunning the world with a new look at ancient cultural heritage; Some companies have deep cooperation with the Beijing Central Axis Cultural Heritage application project, jointly exploring innovative paths for digital protection and inheritance of cultural heritage. Social organizations often have considerable advantages in terms of professionalism, and have a strong affinity for protection, research, and education popularization, which can stimulate social participation enthusiasm by enhancing public awareness. For example, the China Cultural Relics Protection Foundation works closely with the government and enterprises to establish public welfare funds, gathering more social forces for the protection of cultural heritage. As direct beneficiaries and inheritors of cultural heritage, the public actively participates in protection actions through volunteer service, donations, cultural dissemination, etc., enhancing cultural consciousness and confidence. Nowadays, in the field of cultural heritage, a multi-level and wide-ranging cooperation network has basically formed, and an efficient and harmonious protection and utilization system is gradually improving. In this system, each participant can accurately find their own positioning on the basis of fully respecting the core values of cultural heritage, achieve win-win development, and contribute to the sustainable inheritance of cultural heritage. Exploring the Value and Stimulating the Vitality of Cultural Heritage in the Era. Exploring the value of cultural heritage and building cultural heritage brands are the core strategies to stimulate the vitality of cultural heritage in the era. The aim is to organically integrate the protection, research, and display of cultural heritage with multidimensional content such as tourism development, and effectively promote the vigorous development of emerging industries such as cultural tourism, cultural and creative product development, and immersive cultural experiences. The recently popular museum refrigerator stickers are a creative transformation of museum collections using modern design concepts, integrating them into daily life and successfully attracting the attention and favor of a large number of young people. At the same time, it is necessary to deeply explore the cultural connotations and historical values behind cultural heritage, by telling the stories of cultural heritage, strengthening its emotional connections, and combining traditional cultural elements with modern aesthetics. For example, the emerging traditional handicraft short films on short video platforms truly record every step of the process, showcasing the craftsmanship spirit of intangible cultural heritage inheritors and the charm of intangible cultural heritage. These short videos adapt to the current dissemination patterns, widely spread through the internet, and fully utilize social media to interact with the public, bringing young people closer to traditional culture. We also need to fully leverage the power of modern technology to open up new paths for the development of cultural heritage brands. For example, the Sanxingdui Museum has launched the "Searching for Sanxingdui - Archaeological Excavation Site of Sacrificial Pits" large space VR immersive experience project. Through VR, viewers can see digital twin scenes such as a 1:1 reconstructed and restored site protection greenhouse, six sacrificial pits, archaeological excavation cabins, laboratories, ivory warehouses, bronze halls, and new halls. Not only that, the audience can also freely move and explore in the shared virtual scene, experience and interact together, "visit" the Sanxingdui archaeological site, and have a fun interactive experience with cultural relics under the guidance of archaeological experts. This immersive narrative technique completely subverts the traditional exhibition experience, making the audience no longer just bystanders, but direct participants in the story. With the support of technology, cultural heritage is even more moving. In addition, cross-border cooperation is also an effective measure to enhance the brand value of cultural heritage. The organic combination of cultural heritage elements with performing arts, film and television, commerce and other fields can create cultural brands that have unique cultural charm and conform to modern aesthetics. For example, dance drama "The Journey of a Legendary Landscape Painting", children's play "Luduan", documentary "Why China", variety show "China National Treasure Convention", "Riding Alone for Thousands of Miles"... Based on protection and innovation, cultural heritage can be more vitality, more vivid and more charming; Only by excavating value and utilizing it reasonably can cultural heritage be integrated into daily life and live a more vibrant life. Only in this way can cultural heritage become more vibrant and lively. (New Society)