Nantong intangible cultural heritage a hit among youth

Chagee's creative blue calico-themed products. [Photo provided to en.nantong.gov.cn]

The intangible cultural heritage items of Nantong, Jiangsu province, have recently gained popularity among young consumers due to their innovative designs.

Here are a few examples:

Cup sleeves and coin purses featuring simulation embroidery. [Photo provided to en.nantong.gov.cn]

Blue calico cloth has attracted a new wave of admirers through its collaboration with Chagee, a milk tea brand renowned for its Chinese-style designs. Chagee's underarm bags, bag adornments, and scarves adorned with blue calico motifs have sparked a shopping frenzy among young consumers.

The city's simulation embroidery also attracted a cohort of comic enthusiasts by introducing limited-edition products in collaboration with Ji Mi, a renowned picture book artist, including cup sleeves and coin purses.

A set of dough figurines by Luo Bin. [Photo provided to en.nantong.gov.cn]

Rudong dough figurine artisan Luo Bin has skillfully converted ordinary dough into Chinese-style Garage kits, a creation that has been embraced by both children and adults alike.