Since 2007,the Chinese government has initiated the building of national eco-cultural protection areas(NECPAs),thereby embarking on a significant transforma-tion of the model of intangible cultural heritage(ICH)protection in China.To understand the origin and outputs of this policy,this paper demonstrates the context of China's NECPAs.It proposes a conceptual NECPA framework that mainly features regional overall ICH protection.This is followed by an examination of the case of Xiangxi in Western Hunan as a pilot zone for China's eco-cultural protection.Xiangxi has performed much related work to promote NECPAs and made great progress in regional overall ICH protection.This insight suggests that there are benefits and costs associated with pro-motion of China's NECPAs and regional overall ICH protection.Despite the advantages of institutional innovation,the unexpected side effects actually undermine the success of plan implementation.