Abstract. The author considers the mechanisms of modern Chinese culture innovative development, characterizes social-cultural practices aimed at cultural traditions reproduction and nation cultural heritage conservation, and gives the examples of the best innovative presentation models of traditional material and non-material cultural heritage of China.
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Key words and phrases: китайская культура, инновации, традиция, социокультурные практики, культурное наследие, "культурная экозащитная зона", преемственность, Chinese culture, innovation, tradition, social-cultural practices, cultural heritage, "cultural eco-protective zone", continuity
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