Traditional handicraft of Nanjing Yunjin Brocade, recognized as UNESCO intangible cultural heritage (ICH), has a history spanning over 1,600 years. Because of the precious materials and exquisite weaving, the technique was once used to produce royal garments such as dragon robes and crown costumes for 43 emperors across eight dynasties.

However, with the changing times, the inheritance of Yunjin Brocade, literally meaning "cloud brocade,” faces severe challenges. Recently, Jian Mingwei, curator of Nanjing Yunjin Brocade Museum, shared his ideas on how to integrate the traditional handicraft into modern life and cater to the needs of younger customers.

Jian from China's Taiwan was hired as the museum’s curator in October 2020. He recalled that the museum was facing a financial crisis then, and skilled craftsmen were leaving due to low income. Fascinated by the exquisite Yunjin Brocade fabrics and the incredible craftsmanship, he resolved to ensure the traditional craft’s survival and prosperity.

Jian advocated a two-pronged approach - meeting market needs and fostering innovation. This involved applying traditional techniques to modern life and producing fashion items with the distinctive ICH elements that appeal to young people.

Jian believes that ICH inheritance should not solely rely on performances and displays. Instead, artworks that resonate with contemporary aesthetics should be produced through creative transformation, bringing the once high-end craftmanship into everyday lives of the ordinary people.

Jian’s efforts focus on attracting walk-in customers and utilizing social media for branding. "People from all over the world can place orders through the internet, and wherever Yunjin Brocade is, there lies a museum dedicated to the handicraft," he said.

In November this year, Yunjin Brocade artworks gathered significant attention as part of "China Nanjing Week" at the Louvre in Paris.

Jian revealed that the museum has achieved continuous growth in revenue and profits for four consecutive years, surpassing the 100-million-yuan revenue milestone this year.

The business success has attracted skilled craftsmen to return to the field and inspired young enthusiasts to learn the weaving techniques, according to Jian.

“A new museum, approximately 20,000 square meters, is nearing completion. It will showcase the brilliance of UNESCO-listed heritage with enhanced exhibits, and provide modern interactive experiences,” said Jian.