Guizhou's Miao embroidery shines at CICPE 2025

Guizhou's Miao embroidery products are showcased at the China International Consumer Products Expo 2025. [Photo/colorful Guizhou network]

Miao embroidery artworks from Southwest China's Guizhou province are gaining attention and showcasing the allure of ethnic culture at the China International Consumer Products Expo 2025, which is underway in Haikou, South China's Hainan province, from April 13 to 18.

These embroidered masterpieces, crafted by artisans from Shibing county, have become highly sought-after treasures in global fashion circles. In March, products collaboratively designed by Guizhou's Wushui Yuntai Tourism Commodity Development Co and renowned fashion brands captivated audiences at Milan Fashion Week, earning widespread acclaim.

Long Luying, an inheritor of Guizhou's intangible cultural heritage, is the visionary behind bringing these embroidered works from remote mountains to the international stage.

In 2000, Long – who learned Miao embroidery from her mother – returned to her hometown from Shenzhen and founded the Wushui Yuntai Workshop. There, she embarked on an innovative journey with local craftswomen to revitalize Miao embroidery.

In 2006, she established the Wushui Yuntai Tourism Commodity Development Co, integrating embroidery production, sales, R&D, training, and heritage preservation. This initiative propelled traditional folk embroidery beyond the mountains and into national markets.

The company has partnered with designers globally, blending traditional Miao embroidery techniques with modern fashion elements. Expanding beyond embroidered panels, they now create apparel, accessories, decorative art, and homeware, driving creative product development to meet market demands.

The company plans to combine on-site exhibitions with online promotion to sell more Miao embroideries, helping artisans pursue employment, entrepreneurship, and prosperity.