Unlike the loud sound box, the guqin is enough to attract people to stop.

"Guqin, Tongguan kiln, Nushu, dark tea... This exhibition of 10 enterprises, all of them are not small!" Deng Yunjiao, the curator of Hunan Yuhua Intangible Cultural Heritage Museum, dressed in Qipao, warmly introduced to the audience.

At the 5th China International Import Expo held in Shanghai from November 5 to 10, the exhibition area of Hunan's intangible cultural heritage (Chinese time-honored brands) was only about 100 square meters, but there were a lot of non-inheritors and time-honored brands. If you are not careful, you may run into them.

Thousands of years of writing, young people love to learn

The camera zoomed in on Li Ailian, who was undaunted and seemed used to life in the "spotlight".

She wrote while explaining: "Write is' frost leaves red flowers in February ', look at this' two 'word, a stroke, add another stroke, with Chinese very similar, identify it?"

When she finished writing, Li Ailian gently put down her brush, held up her work, pointed it at the camera, and introduced it with a smile: "Nushu, the first batch of national intangible cultural heritage, the only female writing in the world."

Born in Jiangyong, the birthplace of Nushu, Li Ailian is a disciple of He Jinghua, a national-level inheritor. this is her third visit to the CIIE. In recent years, in order to promote Nushu culture, Li Ailian is always ready to "come out".

"I have Douyin account and video account, and I often broadcast it live. Many people watch it!" Li Ailian proudly said that she now has more than 30 students studying Nushu from her, most of whom are young people. Every year, she receives nearly 50,000 students.

Another intangible heritage skill, creative woodworking, is also attracting many young people.

A wooden structure block, only half the size of the thumb, was composed of 88 pieces of wood. Many visitors were impressed by the ingenuity of the woodworking process. With different varieties of wood to form regular color blocks, and then made into young people like jewelry box, fruit tray, cup cushion and other products, attracting many people to come to inquire.

The person in charge of the Creative Wood Workshop said that this intangible cultural heritage technology has been developed into a systematic course, which has been introduced into primary and secondary schools, and linked with colleges and universities to carry out graduation design practice and practice. The products on display are all designed and made by college students.

Time-honored brand plus new channels, sales of one million yuan a year

A hard brick, black as charcoal black tea brick, tea into tea, soup red bright as amber, fragrance steaming up, straight into the nasal cavity.

Jin fat tea line in charge of Chen Chaomei to the CIIE, in order to promote the time-honored brand, the heirloom moved to the scene.

A Gong Cha "dragon brick" package features a colorful dragon vividly painted and inlaid with gold leaf. Chen said the paper, which is 212 years old, is an example of the rich history of Jin.

One hundred years of inheritance, Jin rich to the hands of Chen Chaomei. "Tea" incense is also afraid of deep alleys, Chen ultrafine beauty began to layout shop, live with goods.

Time-honored brand plus new channels, Jin fat online sales are good, online sales reached the highest of more than 3 million yuan a year.

A century-old enterprise, Liu Jiahao, the fourth generation inheritor of the "clay figure Liu" of Changsha Copper Kiln, also attended the CIIE.

Different from the copper kiln exhibits he brought to the CIIE last year, Liu Jiahao, a "post-90s" generation, brought lighter, livelier and more diverse shapes to the kiln exhibits this year, as well as the newly developed "Fulu" tea set gift box.

"We are constantly improving our skills to cater to the tastes of young people, and the number of orders keeps rising." Liu Jiahao said that he will also live broadcast the production process through the form of live broadcast, so that more people see and like the products of copper kiln.

Keep up with fashion trends and expand overseas markets

Hunan Bamboo Source Environmental Protection Technology Co., LTD., appears to be somewhat incompatible with the atmosphere of the pavilion. This is the 10 intangible cultural heritage time-honored enterprises, the only foreign trade enterprise to participate in the exhibition.

Yang Chunxiang, the relevant person in charge of the enterprise, introduced that the enterprise based on the traditional bamboo weaving technology, into the modern processing technology, the production of exquisite bamboo baskets, bamboo knives, forks, spoons and other disposable environmental tableware in China and the West, not only let the traditional bamboo weaving technology to achieve mass production, the annual sales are also rising, this year is expected to reach more than 40 million yuan, mainly exported to Europe and the United States.

"Just now another company came to talk about cooperation." Yang Chunxiang says a high-end hotel in Beijing wanted to customize eco-friendly tableware, and looked for bamboo knives and forks from the source of bamboo.

In addition to promoting products, Yang Chunxiang also has an important task -- to observe and study the international food exhibition area.

She takes care to keep track of what fresh foods and popular tableware are out of the country, so that the company can "follow their interests" when expanding overseas markets in the future.

"Don't think Guqin is still very small, there are many people abroad want to buy!" Deng Yunjiao, director of Yuhua Intangible Cultural Heritage Museum in Hunan Province, said that with the popularity and spread of traditional culture in recent years, more and more children have begun to learn to play the guqin. Yuhua Intangible Heritage Museum is also ready to assist Shuyu Guqin, set up a guqin production base in Pingjiang, so that the melodious music spread to the other side of the ocean.