intangible cultural heritage is an important indicator of the national soft power. the protection of intangible cultural heritage is of great significance to the construction of a cultural community based on traditional cultural diversity. the existing patterns of intangible cultural heritage protection are mostly based on the understanding of either cultural "management" or cultural "economy". therefore, in the perspective of cultural governance, intangible cultural heritage protection is still facing many problems, such as the limited acting parties, the lack of public participation, and the ignorance of the "cultural bond". it is suggested to promote the "public welfare protection" in order to reveal its public value and enrich its cultural connotation, and instill new vitality to the intangible cultural heritage inheritance.