Austrian confectionery as intangible cultural heritage: a traditional craft receives UNESCO recognition

How does something become intangible cultural heritage? Is it a matter of popularity? Or perhaps staying power? Or maybe centuries of traditional craftsmanship? In June, the association Die Wiener Würstelstände planned to submit a special application to UNESCO, requesting recognition for Vienna's traditional sausage stands as intangible cultural heritage. And while that ruling is still outstanding, another decision has been made concerning the nation's much lauded sweets and pastries: UNESCO has now announced that the craft of Austrian confectionery has been deemed intangible cultural heritage. Master confectioners all over the country were elated – including in the Austrian state of Burgenland, where the provincial guild of the Chamber of Commerce even designed a highly-visible sign to denote the trade's new status.