The work aims to analyze the diversity and integrity of intangible cultural heritage (ICH), and explore the relationship between the social ecological elements by studying the design and construction method of UNESCO intangible cultural heritage knowledge graph, so as to provide reference for the construction of knowledge expression system of intangible cultural heritage knowledge graph in China with a new vision and insight. Based on the theory of social design, the content association and visual form of UNESCO intangible cultural heritage knowledge graph were interpreted from three aspects:data structure analysis, content function navigation and form order sorting. The hidden relationships between elements, concepts and other information in the knowledge graph were expounded. The spatial scope of the intangible cultural heritage knowledge expression system was explored and expanded. The role and value of social design in the knowledge graph expression were explored. Under the guidance of social design theory system and cluster architecture, relevant node factors of ICH are studied from three aspects of "people", "objects" and "scenes". The concept and connection of intangible cultural heritage ecosystem are expanded, and the hidden information and pattern correlation in data are revealed. It provides a reference for systematic visual design and integrated data design of the knowledge system construction of intangible cultural heritage graph in China.