Internet conglomerate Tencent Holdings Ltd has kick-started a program to preserve and rebuild parts of the Great Wall to spread the charm of this world heritage site.

The company announced in late July its intention to help preserve Jiankou Great Wall, one of the sections in danger, located in Huairou district of Beijing. Tencent is working under the auspices of the China Foundation for Cultural Heritage Conservation - to which Tencent donated 20 million yuan ($2.99 million) in 2016.

Tencent is promoting such endeavors through its diverse social networking platforms and users' data base, where its technology advantages are applied to make the program attractive to the younger generation.