Crafting an entrepreneurial dream from intangible cultural heritage

Thanks to her efforts, the production of Dong brocade has become a viable rural industry and created job opportunities for rural women and entrepreneurs. With annual sales revenue surpassing 10 million yuan, the company has attracted over 500 women to brocade weaving, each earning between 2,700 and 4,000 yuan per month.

"The most significant change is that Dong brocade is no longer a cultural relic in a museum but a living culture that is now integrated into the daily lives of ordinary people. This transformation has allowed the ancient tradition to truly survive and thrive," she said.

Talent has been another important factor in revitalizing the Dong brocade industry. Ou's passion has attracted many young and talented people to join the cause. "These young people bring fresh ideas about modern designs and color combinations. By blending tradition with contemporary trends, we can appeal to a wider consumer base," said Ou.

To deepen this "tradition plus fashion" approach, her company has partnered with institutions such as Hunan Arts and Crafts Vocational College, Hunan Women's University, Jishou University and Beijing Institute of Fashion Technology. "These experts and young talents possess fresh insights into the market and fashion trends," said Ou.

Together they have developed a wide range of Dong brocade products, including home textiles, apparel and accessories, as well as cultural and creative items. These form a comprehensive product portfolio that spans home goods, fashion, decorations, and cultural and creative products.

Ou now has bigger dreams for Dong brocade. In the works is a Dong brocade cultural ecopark — a comprehensive hub that will integrate design, production, exhibitions, performances, dining, homestays, e-commerce and handson experiences. Ou says the park will be a living tourism zone dedicated to the Dong brocade cultural industry.

It will also serve as a platform for promoting other intangible cultural heritage projects in Tongdao, such as reed-pipe wind instruments, Dong silver jewelry, clothing and specialty handicrafts.

"I hope to inspire more young people to return to their hometowns and participate in the cause of Dong brocade," said Ou. "Through these efforts we can carry forward the heritage left by our ancestors."