Strides made in cultural preservation(3)

Innovative initiatives

The government's support for intangible cultural heritage has also encouraged industrial players' participation in the field.

With a history of more than 70 years, Beijing Gongmei Group, a leading enterprise in China's arts and crafts industry, launched the Yuxun program in 2023 to explore modern-day uses of traditional arts and crafts.

It has rolled out a wide range of creative cultural products featuring traditional crafts, including filigree inlay and imperial embroidery, which have been popular among modern-day consumers, especially young people, noted Wang Jingjing, head of Beijing Gongmei Group's operations management department.

In March this year, the company launched a brick-and-mortar shop, Yuxun Jingxi, to bring visitors closer to the charm of Chinese culture through intangible cultural heritage workshops, pop-up exhibitions, tea and coffee lounges, and retail. It showcases a variety of heritage techniques and products.