As the trend of co-branding sweeps through China's cultural and creative industries, paying for original design and cultural value has emerged as a new form of consumer behavior, especially popular among younger generations. Co-branded cultural creations are not just about leveraging influence, but about amplifying creativity, giving traditional culture a fresh and contemporary appeal. As the Spring Festival, China's most important traditional holiday, approaches, China Intellectual Property News (CIPN) has launched three limited-edition co-branded cultural creations for the Year of the Horse. These creations bring Chinese traditional intangible cultural heritage (ICH) techniques, local specialties, and time-honored brands into the public eye with a younger, more stylish appeal. Join us in exploring the cultural memories and emotional warmth woven into each piece.

Chongming Tubu: Threads of Heritage, Touches of Today

Fan Ke (Executive General Manager of South Sanmin Traditional Culture Village)

"Our co-branded horse-shaped charms made from Chongming tubu (homespun cotton fabric) use rare, yarn-dyed fabrics. Through precise cutting and careful adjustment of warp and weft textures, the textile patterns naturally echo the horse's form. Finished with metal accents, the piece comes vividly to life."

Renowned for more than 500 distinctive patterns, Chongming tubu embodies the rich history and cultural identity of Chongming, Shanghai. Recognized as a representative ICH project in Shanghai, its dyeing and weaving techniques have been passed down for over 600 years, guided by the artisanal philosophy of "from a single cotton boll to the finished cloth." Rooted in a deep respect for the land, devotion to handcraft, and blessings for a good life, Chongming tubu has been woven into modern living through digital preservation, creative transformation, and international outreach. By embracing models such as "cultural creation+ICH" and "cultural creation+tourism," the South Sanmin Traditional Culture Village, an officially recognized cultural and creative industry demonstration park in Shanghai, has turned Chongming tubu into distinctive cultural souvenirs while building its own brands, including "Sanmin Cultural Creation." Integrated into the "Chongming Gifts" regional branding initiative, these efforts are creating new integrated models and scenarios for service-oriented consumption by combining brand innovation, ICH experiences, and curated scenic-area products, helping position Chongming tubu as a long-standing cultural brand.

Farmer Paintings: Strokes of Life, Hints of Prosperity

Yu Li (President of the Zhejiang AgriInno Intellectual Property Alliance)

"Drawing inspiration from villagers' original farmer paintings, we co-created a series of silk scarves featuring these artworks, blending themes of rural life, natural landscapes, and the Year of the Horse. These scarves faithfully preserve the rustic charm and vivid expressiveness of farmer paintings."

Yudong Village, located in Quzhou, Zhejiang Province, is known as the "Village of Farmer Paintings." In the early 1970s, local villagers—farmers by day and painters by night—began depicting their everyday lives, planting the seeds of Yudong's farmer painting tradition. Focused on rural landscapes and the spirit of the times, these farmer paintings are celebrated for their well-balanced compositions, bright colors, and expressive blend of realism and imagination, radiating earthy charm and everyday warmth. Since the establishment of the Zhejiang AgriInno Intellectual Property (IP) Alliance in Yudong, IP protection and commercialization measures have transformed these paintings from pure artworks into rural cultural assets with both economic value and cultural significance. Today, Yudong's farmer paintings have inspired more than 80 types of cultural creations and are widely applied in local business packaging and brand design through copyright registration and design patent licensing. These initiatives have effectively boosted local industries and increased farmers' incomes, serving as a vivid example of rural revitalization.

Dehua Porcelain: Heritage in Clay, Culture for the Globe

Zhang Jie (Founder of Lingshangxing Crafts Studio)

"This co-branded crystalline-glaze tea set is rooted in traditional Dehua white porcelain while incorporating modern production technologies. It allows precise control over the formation and distribution of crystal patterns, presenting traditional craftsmanship in a way that resonates with contemporary aesthetics and promotes Dehua porcelain's integration into everyday life."

Famed worldwide for its jade-like whiteness and silky texture, Dehua white porcelain is hailed as "Blanc de Chine." Its nationally recognized ICH firing techniques and translucent body make it especially suited for figurative works, capturing both spirit and form with remarkable elegance. Countless masterpieces created over centuries continue to be admired today. While remaining true to traditional techniques, a new generation of artisans, including Zhang Jie, is actively exploring innovation. By preserving Dehua porcelain's material advantages and technical foundations, they apply modern designs and contemporary communication methods to integrate white porcelain into everyday life, bringing this ancient craft to life. The Geographical Indication (GI) protection has further provided a safeguard for the entire Dehua porcelain industry. It provides clear standards for authentic production and helps safeguard traditional techniques. More importantly, it helps regulate the market, enhance product value, and support local enterprises in expanding high-end and overseas markets, jointly polishing Dehua white porcelain into a prestigious brand that epitomizes Chinese craftsmanship.