Ethnic handicrafts, which is categorized among intangible cultural heritage, partly mirror distinctive national and local culture. That means its related C‐E translations of publicity materials play a big role in ethnic cultural transmission and inheritance. This paper takes Beihai shell carving as example, and analyses its publicity material, based on the so‐called three dimensions of Eco‐Translatology (language dimension, cultural dimension and communication dimension), with the intent to improve the quality of translation and pass on Ethnic handicrafts.