To strengthen the protection of intangible cultural heritage (ICH) and promote its innovative development, Jiangsu Provincial Department of Culture and Tourism recently unveiled a list of 24 recognized ICH creative spaces.

In recent years, these spaces have adopted new technologies and ideas, breathing fresh life into ancient crafts, and offering immersive experiences of ICH to visitors.

Embroidered quilt featuring intangible cultural heritage (Handout via Xinhua Daily)

“We combined the Suzhou-style embroidery technique with traditional silk quilt-making to create a series of high-end, premium products," said Zhou Jiayuan, head of the Ciyun Creative Space in Suzhou.

The silk quilt-making craft in Wujiang District has a long history and was once widely practiced in silkworm production areas along the Taihu Lake. Traditionally, silk quilts were valued for their warmth and practicality but lacked aesthetic and artistic appeal. Ciyun has innovated traditional techniques, developing a range of products infused with ICH elements.

Zhou explained that Ciyun has pioneered the industry's hand-crafted silk flower technique, which leads to a series of products such as bags and ornaments.

Silk scarf inspired by regional intangible cultural heritage

In the Jianjia ICH Creative Space in Suqian City, a silk scarf has captivated many visitors. Han Wangang, head of the space, explained that this scarf uses quality silk as its primary material and incorporates unique regional ICH elements, including northern Jiangsu’s traditional storytelling accompanied by drum playing, dragon dances, lion dances, and the legend of Xiang Yu, a prominent military leader in the late Qin Dynasty(221 BC-207 BC). The vibrant design also highlights local cultural and tourism attractions, including Santai Mountain National Forest Park.

Jianjia has collaborated with ICH artists and inheritors to develop a variety of cultural and creative products, including oil-paper umbrellas, tea sets, silk hats, and three-dimensional paper sculptures. Many of these items have been used for business exchanges with countries like Germany and Singapore.

"Preserving and passing on ICH helps us retain the city’s memory and identity, making it a distinctive symbol and a catalyst for its development,” said Han.

ICH creative spaces have also hosted exhibitions and interactive experiences to raise

public awareness of traditional crafts and enhance their branding. One example is Yancheng’s renowned “Eight Bowls" culinary tradition. The eight signature dishes, crafted from local ingredients and traditional techniques, delight the palates of local residents, with each dish imbued with legends and cultural significance.

"At the Eight Bowls ICH Creative Space, visitors can learn about the ingredients, traditional cooking methods, historical anecdotes, and cultural significance of the dishes," said Liang Haining, head of the space.

Ceramic plate celebrating the Year of the Snake

As the Year of the Snake approaches, the Gaochun Ceramics Museum in Nanjing has unveiled a hanging plate featuring a serpent design symbolizing good fortune and prosperity.

Brand manager Xu Biwei said the Gaochun Ceramics Creative Space has become a comprehensive cultural and tourism hub, attracting about 150,000 visitors annually. Visitors can view thousands of ceramic pieces, learn about China’s rich ceramic history, and observe the transformation of raw materials into exquisite art. They can also engage in hands-on activities like wheel throwing, a traditional Chinese ceramic-making technique, and 3D printing.

Today, Gaochun ceramic products are sold in over 100 countries and regions, with more than 2 billion items shipped globally. Since 2014, the company has supplied ceramics for key banquets at major international summits. It has also accumulated over 2,000 national patents and copyrights, becoming a leading contributor to national and industry standards for bone china, daily-use ceramics, and copper-red glaze ceramics.

Mazhuang scented sachets boast a rich history.

ICH creative spaces have also utilized online platforms to bring ICH into countless households. Mazhuang-style scented sachets, named after the village of Mazhuang in Xuzhou, have become a major brand in the fragrant bags market.

Visitors to the Yixiang Creative Space, under the Mazhuang scented sachet brand, are greeted by the subtle aroma of herbs.

The space’s online and offline sales exceeded 10 million yuan in 2023 and are projected to reach 16 million yuan by year-end, said Xue Chuankun, head of the space.

The Mazhuang scented sachets date back to the Han Dynasty (202 BC-220 AD). In 2009, Mazhuang herbal sachets were designated as a national intangible cultural heritage. The craft has consistently innovated its designs, evolving from traditional styles to the series inspired by the 24 solar terms and traditional festivals, with over 160 designs available.

Wang Xia, director of the Mazhuang Village Committee, said the village has been building its own livestreaming team since 2022, securing collaborations with well-known brands such as China Gold and Freshippo.

Zhao Jun crafts an erhu at the creative space.

Located in Danyang City, the Zhao’s Erhu Creative Space has enjoyed similar success thanks to online efforts since 2019, with the online sales of the two-stringed bowed musical instrument reaching about 3 million yuan.

Zhao Jun, head of the space and the 13th-generation inheritor of the erhu craftsmanship, said international sales have increased every year, with more and more customers from countries like the United States, Canada, Japan, and Malaysia.

The Zhao’s Erhu has a history spanning more than 400 years. A leader in the erhu sector, the brand “Zhao Jun Musical Instruments” has 300,000 to 400,000 followers on its livestreaming accounts. Prices for the erhu range from 500-600 yuan to 200,000-300,000 yuan. Both online and offline sales have exceeded 5,000 units, generating nearly 12 million yuan in revenue.