Yichang explores new approaches to preserving its cultural heritage
In recent years, Yichang City has embarked on a campaign to protect, inherit and utilize the city's intangible cultural heritage. One aspect of the campaign is an effort to build brands, develop tourism and fight poverty, referred to by program managers as “Intangible Cultural Heritage Plus”.
Intangible Cultural Heritage + Brand
Last year, Chang Sheng Chuan Chin-brick Tea was added to the UNESCO Intangible Cultural Heritage List. On May 25 this year, at the Guangzhou 2023 Tea Expo, it signed sales contracts and cooperation agreements with new business partners.
Yichang has issued a series of policies and regulations concerning production practices for its intangible cultural heritage.
Wufeng County of Yichang City provides subsidies to enterprises that hire talents to produce arts and crafts.
Yichang now has more than 200 types of traditional craftsmen and craft performances. The more than 50 brands established include CaiHua MaoJian Green Tea, Yizhi Konjac, Chang Sheng Chuan Chin-brick Tea, Yihong Black Tea, Zhijiang Cloth Shoes, and Wufeng Bamboo Weaving.
Intangible Cultural Heritage + Tourism
On May 21, the 4th Lin Jun Cultural Tourism Festival kicked off in Yichang's Changyang Tujia Autonomous County, historically home to the Ba people.
Yichang holds a number of cultural festivals each year, including the Dragon Boat Festival in Qu Yuan's hometown, the Zhaojun Cultural Festival, Leizu Cultural Festival, Lin Jun Cultural Tourism Festival and Guanling Temple Fair, to keep the pulse of its cultural heritage beating.
Dragon Boat Festival in Qu Yuan's Hometown
Intangible Cultural Heritage + Fight Poverty
Bubusheng cloth shoes, made by the Zhijiang Cloth Shoes Studio, have been granted a China Geographical Indication trademark. Every pair of shoes sold brings the craftsmen an income of 120 yuan (US$16.90).
Wufeng Fine Bamboo Weaving Studio sells more than 30,000 pieces of fine bamboo weaving each year, creating jobs for 128 rural craftsmen.
Zigui Shanjun Wormwood Studio has created jobs for 120 people, with monthly income averaging 1,500 yuan per capita.
Since 2021, Yichang has invested more than 1 million yuan each year to subsidize municipal-level cultural creators. The city has trained more than 2,000 inheritors and practitioners and built 52 studios which employ more than 3,000 people from poor families.
