Objective/Meaning  By analyzing the current situation of intangible cultural heritage in Fujian Province, it would provide reference for the activation of intangible cultural heritage and provide the internal driving force for rural revitalization.

  Methods/Procedures  By using the methods of literature analysis, field investigation and case analysis, the achievements and difficulties of the activation of intangible cultural heritage in Fujian Province were analyzed and summarized in this paper, and the corresponding practice approaches were put forward from point to area.

  Results/Conclusions  The results showed that Fujian Province has promoted the activation of intangible cultural heritage through the revitalization of rural cultural innovation, the realization of industrial integration and the combination of targeted poverty alleviation. However, there were still some existing problems such as the insufficient cultural innovation motivation of intangible cultural heritage, the fault of the protection subject echelon, and the intensification of utilitarian development. In view of this, the countermeasures were put forward that it should adhere to the path of taking culture as the soul, taking people as the center, relying on the brands and taking the digital protection as the platform, thus to promote the activation of intangible cultural heritage.