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Project description. This article is the result of the research project in the field of art of Heilongjiang Province "Research on the spread of non-material culture of Heilongjiang Province, bordering Russia, within the framework of the One Belt, One Road Initiative" (No. 20180028). With the rapid development of the economy, the preservation of national and local cultural heritage acquires new features. The era of new media provides new opportunities for the dissemination of the intangible cultural heritage of ethnic minorities. This article explores the strategy for disseminating the intangible cultural heritage of ethnic minorities in the era of new media from the point of view of the subjects of communication, the platform of communication and the content of communication, in order to transfer experience in the preservation, updating and promotion of the intangible cultural heritage to ethnic minority areas. Relevance. Nowadays in the era of globalization of all aspects of the life of countries and peoples, it is very important to preserve their national roots, not to lose their culture and identity. Therefore, intangible cultural heritage is a powerful evidence of the development of Chinese history. The task is to analyze the strategies for disseminating the intangible cultural heritage of ethnic minorities in the era of modern media. The scientific novelty of this work lies in the dissemination of intangible cultural heritage in the era of modern media and their transfer to the future generation. China and Russia have centuries-old history and excellent intangible cultural heritage. Each country has its own unique national culture. Cultural ties between Russia and China today have reached a new level, are actively developing, covering almost all areas: science, tourism, education, art, etc. Russians and Chinese have a growing interest in all spheres of life of each other's peoples. The fascination of Russian contemporaries (especially young people) with the cultural traditions of the Chinese is associated with the process of globalization of culture and the consequences of national identity.