'Hometown of fireworks' lights up the sky(4)

A worker carries fireworks made at a factory in the city. (YANG HUAFENG/CHINA NEWS SERVICE)

Young customers

Great efforts have been made to upgrade the packaging of fireworks to make it more appealing to young customers, Gu said, adding that his company is at the forefront of producing trendy packaging for its products.

He said the company expects its sales revenue for last year to have risen by 20 percent from 2022, to stand at tens of millions of yuan.

With more cities introducing friendlier policies toward fireworks, and the strong public demand for them, the industry is witnessing a resurgence, he said.

He Rongqiang, general manager of Yinyang Fireworks Group, said the company's sales revenue has grown by 30 to 50 percent annually in recent years due to strong domestic demand.

Production at some of the company's factories is now automated, significantly reducing the accident rate, he said.

Fireworks are a family business, and He's father also works in the industry. People in Liuyang have a special feeling for fireworks, and you can see them trying out new varieties on the streets, He added.

"It seems that anytime in Liuyang is a good time to set off a few fireworks," he said.

The company has made great efforts to promote its products on social media platforms to attract young people, He said. It has also tried to make setting off fireworks a fun social event, so people can invite their friends to watch them together.

"We want more young people to fall in love with fireworks and for the public to enjoy them more often," he said.

"It does not have to be a special occasion or celebration to mark a festival. You can set fireworks off after you finish work, while always paying attention to the safety of yourself and those around you," He added.