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Abstract: Intangible cultural heritage is included in the list of the objects protected, UNESCO. This notion covers the folklore and traditions of verbal art, including languages, performing arts, rituals and celebrations, skills and customs and traditional crafts. The bearers of intangible cultural heritage are the people, what makes them especially difficult to protect. The authors conducted an empirical study aimed at identifying the dominant type of attitude to the Russian intangible cultural heritage and age specifications of the students. To conduct the study they developed criterial-diagnostic apparatus, comprising criteria, indicators and descriptive characteristics of types of relationship to the Russian national culture among the population. As research methods they chose applied questionnaire and Fisher test for comparison of values of the sample variants of the two series of observations. The study found that the dominant type of relationship is distant-respectful. There were no significant differences between the first (17-25 years) and the third (34 and older) age groups. Based on the data of empirical research we designed cultural and educational platform for the promotion of Russian intangible cultural heritage in Russia and abroad. Under this platform there is a set of motivational-pragmatic technologies for cultural and educational activities in children and youth. This includes development of specialized Internet resources, and establishment of the volunteer movement for promotion of the Russian language and Russian culture in Russia and abroad, organization of a language school to conduct various competitions and Olympiads in the Russian language, Russian as a foreign language, Russian literature for domestic and foreign students, games, design technology, etc. All these this raises the students’ interest, and consequently affects the creation of a positive image of Russia as a nation with valuable cultural and scientific heritage and strong innovative potential.