At the 8th China International Import Expo (CIIE), Chinese intangible cultural heritage (ICH) items are breaking stereotypes and resonating with younger generations. Meanwhile, "exotic local specialties" like 4,000-year-old Syrian olive soap, Pakistani camel leather lamps, and Burundian coffee with distinct geographical identities are gaining popularity both at the expo and in China's broader market. These local products encapsulate regional stories and cultural characteristics, showcasing not just commodity flows but also the beauty of diverse cultures.
ICH items are being revitalized and tapping into new markets. At the Jiangsu cultural exhibition zone, Suzhou embroidery artisans demonstrated the "double-sided heterochromatic embroidery" technique, where a single needle creates different colors on each side of the fabric. Suzhou Shangjiukai Silk Technology Co., inheritor of the nationally recognized ICH Song brocade, has transformed this ancient textile into modern fashion items through CIIE. The company's general manager, Wu Zhenfei, noted that after seven consecutive participations, their sales have doubled, with global interest growing significantly—especially from overseas buyers exploring distribution partnerships.
Similarly, Sichuan's Zigong Haitian Culture Co. showcased its new "Sichuan Opera Fairy" lantern, blending traditional Sichuan opera motifs with dynamic lighting and mechanical structures. Having exhibited in over 80 countries, these lanterns have become a flagship of Sichuan's cultural exports, with annual overseas sales exceeding $50 million. Other innovators, like Daxiang Cultural Creativity, combine traditional elements with playful designs—such as plush toys featuring Xi'an city wall patterns or Western-painted Ansu waist drum ornaments—to captivate global audiences.
On the flip side, "exotic local specialties" are finding their footing in China. Peruvian blueberries, Malaysian durians, New Zealand alpaca wool, and Thai herbal balms are among the foreign products that have adapted to Chinese preferences through CIIE. Uzbek entrepreneur Li Chenyang, a former canoeist turned cross-border e-commerce host, leveraged the expo to launch his Central Asian handicrafts business, now thriving in China. Nepalese trader Frank’s premium cashmere scarves and Pakistani brothers Habib and Li Ming’s salt lamps and camel leather lights have also seen explosive demand, with the latter hoping to revive their centuries-old craft through Chinese market access.
New Zealand Pacific Alpaca reported a 300% sales surge in China after expanding its CIIE booth, while Syrian ancient soap—once obscure—now sells over 100,000 units annually in China, alongside other niche products like rose oil and Damascene brocade. Burundian coffee, showcased for the first time, highlights how CIIE’s dedicated LDC (Least Developed Countries) support zone can turn niche commodities into drivers of rural development.
As CIIE bridges cultures, the stories of ICH going global and foreign goods "localizing" will only multiply, proving the expo’s role as a catalyst for shared growth and cross-cultural exchange.