On 28 August 2008, UNESCO signed a partnership agreement with Asahi Shimbun, a leading Japanese daily newspaper company. The aim of the partnership is to raise awareness about the importance of intangible cultural heritage and provide visibility among the general public.
Within the framework of the partnership, a series of articles will be published by Asahi on ICH from various regions of the world. The English translation of the published articles, together with the photographs taken by Asahi in this context, will be made available to UNESCO for the promotion of intangible cultural heritage worldwide. International symposiums, seminars exhibitions and other events to raise awareness about the importance of safeguarding intangible heritage will be organised.