June 13 marks China's Cultural and Natural Heritage Day. Ahead of the occasion, the Changzhou Art Museum opened The Realm of Craftsmanship on June 10, a photography exhibition featuring portraits of folk paper-carving artists captured by renowned craftsman Yang Zhaoqun.

A national-level representative inheritor of paper-carving art, Yang has devoted more than 50 years to the craft. Over the past 16 years, he has traveled across China documenting 132 paper-carving artisans. Using his camera as a "carving knife," he has created a unique artistic dialogue between traditional craftsmanship and contemporary photography.

In recent years, Changzhou has embraced a people-centered approach to safeguarding intangible cultural heritage (ICH), ensuring that traditions remain closely connected to practitioners, communities and everyday life. While strengthening the preservation of traditional crafts, the city has actively encouraged heritage to move beyond museums and niche cultural circles, integrating it into contemporary lifestyles and popular culture.

Building a strong heritage preservation network

Preserving heritage begins with safeguarding its roots. Changzhou has established a comprehensive protection and transmission system, focusing on resource preservation, talent cultivation and platform development to provide long-term support for traditional culture.

The city is home to 226 representative ICH projects at the municipal level and above, covering all tiers of recognition, from UNESCO-listed heritage elements to national, provincial and municipal-level programs. These projects span all ten nationally recognized categories of intangible cultural heritage, including folk literature, traditional craftsmanship and performing arts.

People remain at the heart of heritage preservation. Changzhou has built a well-structured talent pipeline consisting of 444 representative inheritors, including 15 national-level and 83 provincial-level inheritors. The city has also fostered the provincial-level Zhixi Giant Dragon heritage preservation team in Jintan district, moving beyond the traditional master-apprentice model toward more systematic and large-scale transmission.

Meanwhile, Changzhou has continued to expand its heritage infrastructure. A number of dedicated venues—including the Xiao Jianbo Art Museum, the Sun Yanyun Random-Stitch Embroidery Museum and the Xingliang Comb Experience Center—combine exhibitions, education and hands-on experiences, making heritage accessible to the public.

Eight provincial-level ICH workshops have also been established across the city, focusing on projects such as Jintan paper-carving, Changzhou silver-thread noodles and Yapu rice wine. These workshops not only preserve traditional skills but also contribute to rural revitalization and local employment, creating a grassroots network for heritage protection and development.

Reflecting on his 16-year journey documenting artisans across the country, Yang Zhaoqun said what impressed him most was Changzhou's meticulous approach to heritage preservation. Strong policy support, dedicated platforms and a steady pipeline of inheritors have ensured that traditional crafts are preserved, passed on and given room to thrive.

Innovation breathes new life into heritage

While preservation provides the foundation, innovation has become the driving force behind Changzhou's heritage revitalization efforts.

By embracing contemporary aesthetics and emerging trends, the city has helped traditional crafts move beyond niche audiences and enter mainstream culture. Through collaborations with fashion brands, sporting events and digital platforms, heritage has evolved from something displayed behind glass into a vibrant part of modern life.

Earlier this year, Changzhou's time-honored embroidery brand Yanxiuxuan partnered with Ralph Lauren to incorporate the artistry of China's nationally recognized random-stitch embroidery into contemporary fashion design. Together, they launched the cultural lifestyle brand Chengwu, introducing embroidered brooches, scarves and accessories that bring traditional craftsmanship into everyday use.

"Preserving heritage does not mean standing still," said Sun Yanyun, a provincial-level inheritor of random-stitch embroidery. "Traditional craftsmanship must stay true to its essence while evolving with modern lifestyles and aesthetics. Only then can it truly remain relevant and vibrant."

Changzhou comb-making craftsmanship, a national-level ICH project, has likewise moved beyond its traditional utilitarian role. By combining traditional Chinese aesthetics with modern design concepts, the Xingliang team has developed a range of youth-oriented cultural products while embracing livestream commerce to connect with younger consumers.

The popularity of the Jiangsu Football City League has also created new opportunities for heritage innovation. Inspired by football and Changzhou's iconic dinosaur culture, local artisans have developed themed cultural products tailored to younger audiences. Many have sold out quickly, creating a virtuous cycle in which sporting events drive attention, cultural products generate value and heritage gains wider visibility.

Expanding heritage into everyday life

Beyond preservation and innovation, Changzhou has continued exploring new ways to integrate heritage into daily life through its "ICH+" initiatives.

Local cultural and tourism authorities have organized regular training programs to help inheritors establish a presence on short-video platforms. Through innovative partnerships between artisans and digital-service providers, the city has built an integrated online communication network that promotes both cultural awareness and consumer engagement.

Today, artisans specializing in Changzhou comb-making, random-stitch embroidery and Jintan paper-carving regularly host livestreams, demonstrating their crafts while offering affordable cultural products such as patterned bookmarks, traditional-style wooden combs and paper-cut artworks. Online workshops, educational broadcasts and product showcases have further expanded public access to heritage culture.

In addition, Changzhou is actively implementing Jiangsu Province's Action Plan for Building New Scenarios for the Protection and Transmission of Intangible Cultural Heritage (2026–2028), creating a series of distinctive "ICH+" initiatives tailored to local resources.

ICH + Tourist Attractions: Permanent experience booths for comb-making and paper-carving have been introduced at destinations such as Yancheng Spring and Autumn Amusement Land and Oriental Salt Lake Resort, allowing visitors to create their own heritage-inspired souvenirs.

ICH + Commercial Districts: Shopping malls and themed hotels across the city feature random-stitch embroidery displays, Yapu rice wine gift sets and dedicated heritage corners that bring traditional culture into everyday consumer spaces.

ICH + Sports and Cultural Events: Capitalizing on the popularity of the Jiangsu Football City League and Changzhou's dinosaur-themed tourism brand, local artisans have developed limited-edition products such as football-pattern paper carvings and dinosaur-inspired combs, many of which have become bestsellers.

ICH + Rural Workshops: Rural workshops dedicated to traditional silver-thread noodles, rice wine brewing and other heritage crafts are now open to visitors, offering hands-on experiences as well as ready-made gift products suitable for family trips and holiday gifting.

From strengthening preservation efforts to encouraging creative innovation and integrating heritage into modern life, Changzhou has transformed intangible cultural heritage from a relic of the past into a vibrant symbol of the city—one that combines cultural depth, contemporary appeal and a strong connection to local communities.

Looking ahead, the city will continue to advance the preservation, transmission and creative transformation of its intangible cultural heritage, ensuring that centuries-old traditions remain alive and relevant for future generations.

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