How China’s ‘cultural confidence’ push is sparking the revival of traditional crafts
Handicrafts and artisans – relegated to the margins during China’s industrial boom – get boost from authorities and online marketing
Liu Qinlan used to be a kindergarten teacher in Guiyang, capital of Guizhou province in southern China. About two years ago, she returned to her rural hometown in Rongjiang county to launch a community-focused business selling local products – from traditional silver to wax-dyed clothing. She has never looked back.
Despite her lack of experience in the field, the then 25-year-old opened her outlet in 2023 with help from the government. She also leveraged the immense popularity of Cunchao, a football tournament played by villagers from Rongjiang county.
Liu is one of many entrepreneurs from less-developed parts of China to have benefited from the country’s renewed emphasis on preserving and revitalising cultural heritage – a cornerstone of President Xi Jinping’s vision to instil “cultural confidence” in the population of 1.4 billion.
For decades, China’s economic development was synonymous with mass production and industrialisation, with traditional craftsmanship relegated to the margins. But recent policies to support artisans, along with the success of entrepreneurs such as Liu, suggest both authorities and consumers have a new appreciation for these age-old skills.