Live shopping brings Guizhou ethnic embroidery to a wider audience

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Live-streamers showcase ethnic embroidery products to online viewers in Rongjiang County, Qiandongnan Miao and Dong Autonomous Prefecture, in southwest China's Guizhou Province on January 7, 2026. /VCG

A live-streamer demonstrates ethnic embroidery techniques to online viewers in Rongjiang County, Qiandongnan Miao and Dong Autonomous Prefecture, in southwest China's Guizhou Province on January 7, 2026. /VCG

A live-streamer showcases ethnic wax printing pieces to online viewers in Rongjiang County, Qiandongnan Miao and Dong Autonomous Prefecture, in southwest China's Guizhou Province on January 7, 2026. /VCG

A live-streamer showcases local fruits to online viewers in Rongjiang County, Qiandongnan Miao and Dong Autonomous Prefecture, in southwest China's Guizhou Province on January 7, 2026. /VCG

Famous for the Dong Grand Song, unique Miao silverwork, wax printing and embroidery techniques, the Qiandongnan Miao and Dong Autonomous Prefecture in southwest China is rich in intangible cultural heritage. Now, a boom in live shopping is putting these traditional crafts and local products in the spotlight for audiences far and wide.

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