NANCHANG, Oct. 1 (Xinhua) -- In Jingdezhen, China's porcelain capital, located in the east of the country, an experience center is attracting thousands of visitors from around the world via the novel opportunity to make their own pottery from scratch.
Holding a slowly rotating lump of porcelain clay in both hands and carefully lifting it upwards at the center was a visitor surnamed Liang from Shanghai, a handicraft enthusiast who made a special trip to the city with her friends for this experience.
"I used to come to Jingdezhen to admire and buy ceramics, but now I can make my own and take it home. That makes me feel so fulfilled," she said.
During the May Day holiday this year, the center welcomed more than 1,000 visitors and generated a turnover of 250,000 yuan (about 37,000 U.S. dollars), according to Yang Zhijiang, the center's manager.
It also drew a steady stream of nearly 200 visitors per day during the summer vacation, including some from Japan, Malaysia, France, Germany, the United States, Australia and beyond, the manager added.
Boasting a millennium-long history of porcelain craftsmanship, Jingdezhen continues to explore innovative strategies to lend new momentum to the ancient heritage industry.
In addition to offering hands-on experiences, local artisans have also developed a variety of creative products, such as ceramic jewelry, speakers and lamps, to appeal to the aesthetic tastes of young consumers.
"I make what I call 'wearable ceramics,'" said Hou Yue, a local artisan. Her ceramic earrings have gained popularity among young people thanks to their distinctive texture.
As Chinese toy brand Pop Mart's ceramic co-branded partner, Jingdezhen's Chentian Ceramics is using traditional ceramic techniques to develop collectible toys.
When a ceramic version of Molly, one of Pop Mart's best-known characters, went online, 40,000 orders were snapped up in just two seconds. Chentian has since expanded into more than 30 products across six major series.
Young consumers today are drawn to creative products and willing to pay for the emotional value they offer, noted Xu Wan, the company's general manager.
"Ceramics are not just 'antiques.' They can also be carriers of new culture and new trends, coming back into the public eye in an entirely new form," she added.
Last month, China unveiled its first national policy document for porcelain and other centuries-old industries, as part of efforts to leverage the country's rich cultural heritage and build strong global brands.
This document covers traditional Chinese medicine, brewing, arts and crafts, and the "four treasures of the study," namely writing brush, ink stick, paper and inkstone, all deeply rooted in Chinese culture and traditions dating back centuries or even millennia.
It also calls for 100 Chinese consumer brands and several industrial clusters with annual output exceeding 100 billion yuan to be developed by 2028.
In Jingxian County, east China's Anhui Province, the birthplace of traditional Chinese Xuan paper, the ancient industry has spawned a diverse range of cultural and creative products, like bookmarks, craft fans and customized gift boxes.
In Yi County in this province, foreign visitors can immerse themselves in the making of traditional ink sticks, guided by inheritors of intangible cultural heritage.
Suzhou, a city in east China's Jiangsu Province, has likewise introduced hands-on experiences and creative products built around its time-honored embroidery craftsmanship. Hangzhou, in the neighboring Zhejiang Province, has meanwhile developed immersive tourism routes and innovative products highlighting its signature tea culture.
"The centuries-old industries serve not only as living carriers of Chinese civilization, but also as important bridges for the world to understand China and foster mutual learning among civilizations," said Xiong Haifeng, an associate professor in the School of Cultural Industries Management at Communication University of China. ■
