Chongqing - The 7th Intangible Cultural Heritage Expo held in Jinan, Shandong Province, has brought together 332 inheritors and 284 projects of intangible cultural heritage from all over the country. It comprehensively displays China's intangible cultural heritage protection achievements since the 18th CPC National Congress. It welcomes the successful opening of the 20th CPC National Congress under the theme "connect modern life, shine with glamour."

In this biennial expo, Chongqing's intangible cultural heritage projects win a fanbase of the younger generation and show their brilliance to the people of Jinan with exquisite craftsmanship and innovative design. Chongqing has five representative intangible cultural heritage projects at or above the municipal level participating in the expo, including Chinese linen, or xiabu (Ramie cloth) weaving skills, Sichuan dulcimer, Youzhou Miao embroidery, Pengshui Miao embroidery, and Wulong Gelao nationality wax printing. These projects have participated in four different exhibitions and performances.

"It's amazing. I didn't expect it to sell so well," said Chen Guotao, an inheritor of Youzhou Miao embroidery and the National March 8th Red-Banner pacesetter. She became the "celebrity" of the expo due to the media coverage and the hot sales of Miao embroidery products. Initially, she brought over 1,000 intangible cultural heritage products to the expo, but she was surprised to find that they were very popular with visitors, especially the young ones. To this end, she has transported the products from Chongqing to Jinan by air to meet the purchase needs. Eventually, nearly 2,000 products were almost sold out.

Young people love Youzhou Miao embroidery. (Photo provided to iChongqing)

What kind of Miao embroidery products can impress young visitors? Chen Guotao explained that these products mainly include traditional double-sided Miao embroidery round fans, traditional manual weaving Miao embroidery round fans, and innovative intangible cultural heritage products. Innovative products based on intangible cultural heritage sell particularly well among them. "We make simplified Miao embroidery patterns into brooches, necklaces, and earrings, which are fashionable and original and are very popular among the post-90s and Genz." She added. The products were produced at home and in workshops for intangible cultural heritage by rural women and elderly people in Youyang. Their lives have been made happier by this work. The heartwarming story behind the products is also an important factor in the popularity of Youzhou Miao embroidery.

Chinese linen products are also popular. Qi Tao, the initiator of YES'M AUTUMN brand, leader of Rongchang Chinese linen intangible cultural heritage workshop, and representative inheritor at the district level, stated that more than 300 health preserving hammers were sold at the expo. Most of the products she carried to the site sold out on the second day, and later, she urgently restocked products to attract visitors to buy them.

Rongchang Chinese linen products are sought after by the audience. (Photo provided to iChongqing)

"We have 13 intangible cultural heritage workshops under construction or have just been completed. The health hammer, also known as the "flagship" product, was produced by craftsmen in the intangible cultural heritage workshop in Zhongyi Town, Shizhu County." Qi Tao added that these hammers combine intangible cultural heritage with health and Tujia culture, which are practical and health preserving. Additionally, the design team considered the interests of young people when designing the health hammer, which won the hearts of many young people. According to Qi Tao, about 70% of the buyers are under 40.

"There are so many national-level cultural heritage projects, and they inspired me to continue my inheritance work," said Li Shaoyu, deputy to the National People's Congress and representative inheritor of Pengshui Miao Embroidery. She was also deeply touched by the visit to Jinan. Many parents took their children to the expo to learn about traditional culture. In her opinion, intangible cultural heritage was becoming increasingly popular. She hopes to promote intangible cultural heritage in schools and let more teenagers feel the charm of it.

The Miao embroidery version of the calligraphy work produced by Li Shaoyu and the inheritors of the Intangible Heritage Workshop attracts onlookers. (Photo provided to iChongqing)

From their narration, we can feel the spirit of times and innovation vitality that Chongqing's intangible cultural heritage skills are showing. Chongqing has 707 intangible cultural heritage projects above the municipal level, 43 intangible cultural heritage workshops at the municipal level, and 110 traditional Chinese villages. Chongqing has taken advantage of the opportunity to consolidate and expand its achievements in rural revitalization by cultivating leaders of rural tourism based on intangible cultural heritage. Using workshops on intangible cultural heritage, art villages, themed homestays, and performance teams, Chongqing has researched rural intangible cultural heritage and launched more than 200 excellent rural tourism routes, effectively promoting rural tourism throughout the city.

(Chen Qian, as an intern, also contributed to the report.)