Tiger-head shoes made by artisans from Qidong. [Photo/WeChat account: qdrmt0513]

At the recently concluded China International Travel Mart, Qidong's tiger-head shoes and their creative product line once again drew attention from visitors both from home and abroad, thanks to their rich cultural symbolism and fresh, contemporary design.

In 2025, sales of these iconic shoes and associated cultural products surged nearly tenfold year-on-year, marking a strong revival for this once-endangered folk craft.

Traditionally made as a blessing for children's health and their safe growth, tiger-head shoes have been handcrafted for over a century in Fengli village, Donghai town. From patternmaking to a finished pair, more than 10 delicate steps are involved, taking two to three days to complete. As lifestyles changed, the craft gradually faded from everyday life and faced the risk of disappearing.

The turning point came in 2018, when the village began tracking down veteran artisans and forming a heritage team. Last year saw the opening of a Tiger-Head Shoe Cultural Exhibition Hall and the Chen Xiulan Studio, followed this year by the establishment of Fengli Huyun Culture Development, bringing together a three-generation team of more than 20 artisans.

New life has emerged from this creative reinvention. Young designers are drawing inspiration from tradition, blending the tiger motif with indigo-dyed fabrics to create lighter, everyday items such as pendants and scented sachets. At a Paris trade fair, more than a dozen pairs of tiger-head shoes sold out quickly, while over 200 cultural products were snapped up within a few days.

Digital platforms are also playing a key role. Young villagers now use livestreaming and short videos to showcase the creation process and the stories behind the craft, attracting a growing online following. In June, groups of international visitors stepped into Chen Xiulan's studio to try their hand at making tiger-head shoes.

Meanwhile, young print artist Bian Yunkai has reimagined the folk imagery through printmaking, creating a cross-disciplinary dialogue that allows both traditional craft and contemporary art to shine anew.