A range of products created using Qidong's local intangible cultural heritage is displayed at the China International Fashion Fair in Shanghai. [Photo/WeChat account: qidongfabu]

Qidong Chengyuan Crafts showcased Qidong's intangible cultural heritage at the China International Fashion Fair from March 11 to 13. The exhibition highlighted traditional craftsmanship such as Qidong indigo fabric and handwoven cotton, combined with modern design to breathe new life into these time-honored crafts.

Founder Zhong Xiaoying was busy engaging with visitors from around the world at the booth. Behind her, shelves displayed a range of products created using local intangible cultural heritage techniques, including animal plush toys, fabric flowers, and the distinctive tiger-head shoes. On the first day of the exhibition, all the tiger-head shoes were sold out, accounting for 30 percent of last year's total sales.

In just half a day, Zhong secured cooperation intentions with several well-known Chinese and international brands, demonstrating the immense market potential of heritage-inspired cultural and creative products.

"We will take Qidong's tiger-head shoes and other heritage crafts to an exposition in Paris in May, aiming to contribute our part in promoting Chinese traditional intangible cultural heritage," said Ji Zijing, the company's design director.