TAIYUAN — In an ancient courtyard in Xinzhou city, in North China's relic-rich Shanxi province, Cui Yafei saw a plain white silk scarf turn lush green after it was soaked in dye for 10 minutes, and watched as it then turned indigo within minutes of being exposed to the air.
"Everyone is a designer here. Every piece is a unique memory shared between us and the traditional natural dyeing technique," says Cui.
For her, the hands-on process is far more rewarding than simply taking "check-in" photos at famous landmarks.
The "magic" is part of a traditional natural dyeing technique, a municipal-level intangible cultural heritage project in Xinzhou. The indigo dye is extracted from the leaves of isatis root, a herb that Zhao Hui, the local inheritor, treats with profound respect.
"If maintained well, the dye could outlive me," Zhao says, noting that her workshop in Xinzhou ancient city now offers over 100 different color variations, which are attracting a growing number of young visitors.
The rise of the "handmade economy" marks a shift in Chinese consumption trends, where travelers increasingly seek cultural experiences and emotional value over material purchases.
Xinzhou, known in ancient times as Xiurong, with a history dating back to the late Eastern Han Dynasty (25-220), has transformed into a living folklore museum, integrating cultural heritage protection with high-quality tourism development.
Just steps away from the dyeing workshop, another group of tourists was busy kneading dough at a traditional huamo (steamed buns with elaborate decorations) shop. Under the guidance of Gao Juan, a district-level inheritor of the local huamo-making techniques, a lively fish-shaped huamo took form in seconds.
"Beyond traditional shapes, we now offer tourists an experience of making cartoon-style buns," Gao says, adding that her business has significantly benefited from the "heritage plus experience" travel model.
Local government support has played a crucial role in the revival. To date, 30 creative cultural shops have opened on a dedicated street in Xinzhou ancient city, including 12 intangible cultural heritage projects.
The trend is resonating across China. In Jingdezhen, Jiangxi province, young people are lining up to try their hands at the pottery wheel; in Jiangsu province's Suzhou, crowds gather to craft unique lacquer fans using mineral pigments; and in the tea workshops of Fujian province, visitors learn the 1,000-year-old art of tea making from master craftsmen.
Experts believe the shift reflects a profound change in consumer demand. "Consumers are no longer satisfied with passive reception; they are more willing to pay for unique emotional value, social experiences, and memories of the process," says Yan Chun, a folklore scholar and associate professor at Shanxi Normal University.
The rise of the "handmade economy" has taken ancient traditions out of deep alleys and brought them to the public, activating new consumption momentum, Yan adds.
