Page 4 - YunnanTourismCultureTimes (114)

03 VOICE | 声音

We will encourage positive interplay between culture and tourism and advance deeper integration of the two sectors.
——Chinese President Xi Jinping

坚持以文塑旅、以旅彰文，推进文化和旅游深度融合发展。

——中国国家主席习近平

From tradition to trend: In the Dai Nishang clothing studio in Mengla County,

Xishuangbanna, Yunnan, Yi Yingxiang—a Dai woman—
Dai fashion’s success story works intently at her electric sewing machine. Fabric
moves deftly under her hands, shaped through draft-
ing, cutting, stitching, and pressing into an exquisite
traditional Dai blouse. Since opening in March 2020,
her studio now produces more than 10,000 garments
each month, selling widely across China and abroad. It
傣装，“潮”前冲 stands as a fresh model for rural revitalization, blending
cultural heritage with thriving local enterprise.
By our staff correspondents Growing up immersed in Dai culture and inspired by her
□ 本刊综合
mother’s handmade clothing, Yi developed a deep appreciation for the
beauty of her ethnic dress. Even as a university student, she keenly rec-
ognized the potential of the internet. She started showcasing intangible
cultural heritage crafts, such as silver engraving and brocade weaving,
on short-video platforms. This not only helped promote her mother’s
clothing business but also sharpened Yi’s own digital marketing skills,
laying a strong foundation for her entrepreneurial path ahead.
After graduating in 2019, Yi returned home to commit herself to eth-
nic fashion. She studied her mother’s tailoring methods systematically,
opened her Dai clothing workshop in March 2020, and launched the
“Dai Nishang” brand that May. By harnessing the reach of the internet,
her debut promotional video alone drove sales of over 1,000 sets, giv-
ing her venture in Dai fashion a powerful launch.
“In my Dai clothing, I preserve core techniques like hand
embroidery and natural plant dyeing, while also introduc-
ing modern approaches such as 3D cutting and gradient
tie-dye,” Yi explained. “My goal is to make Dai dress
more wearable and contemporary.” She believes that
following the principle of “traditional craftsmanship
plus modern aesthetics” not only broadens the market
for ethnic fashion but also helps sustain the culture it
represents.
Each year around the Water-Splashing Festival, the Dai
Nishang clothing studio sees a surge in orders. Recognizing
the growing demand, Yi applied for a startup loan backed
by a government guarantee from the Mengla County human
resources department. With this policy-supported funding, she
expanded her workshop and built a complete “design–production–
sales” chain. She also established a sales network of over 1,000 agents,
raising the profile of the Dai Nishang brand significantly. At the same
time, Yi used the workshop as a base to employ more than 30 women
from nearby villages, transforming their “fingertip skills” into a “finger-
tip economy.” These women now earn an average monthly income of
more than 3,000 yuan, with lead technicians making over 20,000 yuan a
month—allowing them to boost their earnings without having to leave
their hometown.
Additionally, Yi has taken on a proactive leadership role. She has turned
the Dai Nishang clothing studio into a hands-on base for youth entrepre-
neurship and a training center for local prosperity pioneers, help-
ing more than 30 young entrepreneurs develop their ventures
and encouraging many young people to return to their
hometown to start businesses. Currently, Dai Nishang
is moving forward with creating exhibition spaces and
learning centers dedicated to intangible cultural heritage
clothing. The brand is also innovating with a model
integrating intangible heritage, cultural tourism, and in-
fluencer economy—setting up clothing experience studios
for photography and developing intellectual property-driven
projects—all to help sustain and pass on traditional craft techniques.