From intangible cultural heritage (ICH) crafts to trendy toys and cultural creative products, traditional Chinese culture is increasingly being integrated into modern life in more youthful and diverse ways.

Across China's cultural and creative industry, a wide range of ICH crafts are being reimagined, including jade carving, cloisonne, paper-cutting, carved lacquerware, wood carving, Miao embroidery, Li brocade weaving and Shui ethnic horse tail embroidery.

Traditional crafts are being transformed into creative products such as jewelry, clothing and decorative items, attracting a growing number of young consumers who experience and purchase them.

Among them, the traditional spinning, dyeing, weaving and embroidery techniques of the Li ethnic group in Hainan date back more than 3,000 years, with brocade patterns now applied to modern shoulder bags and handbags. The horse tail embroidery of the Shui ethnic group in Guizhou is created by wrapping silk thread around horse tail hair before stitching intricate patterns and is now used in earrings, necklaces and other accessories, making it popular among young consumers.

ICH performances, trendy toy interactions and digital cultural experiences continue to drive innovation, bringing traditional culture to life in fresh and creative ways.