Management of Intangible Cultural Heritage in China: A Case Study of Shandong Jiaozhou Di Yangko.

China's rich intangible cultural heritage (ICH) increasingly faces challenges from urbanization, cultural dilution, and modernization. This article addresses these concerns by investigating the historical progression and contemporary preservation of Shandong Jiaozhou Di Yangko, a prominent form of ICH in China. Through qualitative research (interviews, observations, and literature review), the study depicts the custom's evolution from a folk tradition rooted in everyday life to a symbol of cultural identity and national pride. Findings reveal that local people have integrated modern influences into Jiaozhou Di Yangko while maintaining its traditional essence. This process has been facilitated by governmental policies, community involvement, and educational initiatives. Preservation strategies have ensured its vibrancy and continuity amid challenges posed by modernization and cultural dilution. The study highlights the role of ICH in fostering communal identity, its adaptation to contemporary societal norms, and its function in cultural transmission. The findings affirm that while Jiaozhou Di Yangko continues to face challenges, particularly from urbanization and cultural dilution, its ongoing evolution and adaptation highlight a dynamic interplay between tradition and modernity, ensuring its place as a living, thriving expression of Chinese cultural heritage. The study's significance lies in its demonstration of how structured preservation measures can maintain and revitalize folk traditions, offering a model for safeguarding ICH both within China and globally. [ABSTRACT FROM AUTHOR]