China’s exploration of the economic path of the cultural exhibition of intangible cultural heritage is the pioneer of the world. As an active safeguard of intangible cultural heritage，productive protection can stimulate the vitality of intangible cultural heritage and realize the sustainable development. The cultural exhibition，as a carrier of intangible cultural heritage，makes it possible to achieve productive protection and the unity of social and economic benefits much easier，which differs from other productive protection measures for the intangible cultural heritage. Faced with new requirements of the productive protection of intangible cultural heritage，government guidance，updates of intangible cultural heritage products and business model of ‘Internet +’will be the direction of the future development of cultural exhibition.