How cultural trust in China arouses the rebirth of traditional craftsmanship

Liu Qinlan was a teacher in a nursery school in Guiyang, capital of the Guizhou province, in southern China. About two years ago, she returned to her native rural city in Rongjiang County to launch a community business selling local products, from traditional silverware to clothes dyed in wax. She never looked back.

Despite her lack of experience in the field, the young woman then aged 25 opened her point of sale in 2023 with the help of the government. She also took advantage of the immense popularity of Cunchao, a football tournament played by the villagers of the County of Rongjiang.

Liu is one of the numerous entrepreneurs in the least developed regions of China to have benefited from the country's renewed emphasis on the preservation and revitalization of the cultural heritage, the cornerstone of the vision of President Xi Jinping aimed at infusing culture culture to a population of 1.4 billion inhabitants.

For decades, the economic development of China has been synonymous with mass production and industrialization, traditional crafts are relegated to the margins. But recent policies for supporting craftsmen, as well as the success of entrepreneurs such as Liu, suggest that authorities and consumers have a new appreciation of these secular skills.

According to observers, preserving crafts is a means of strengthening cultural confidence, which in turn is part of the quest for socialism in China, in particular the principle of the mass line calling for close ties between the Communist Party and the people.

Cunchao, also known as the Village Super League, is not only a tournament but a carnival combining sport and local culture, where football matches are interspersed with shows of ethnic minority dance troops. Millions of people have watched the show in person and online since its launch in May 2023.

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