Efforts to merge traditional embroidery with modern tourism boost local economy and preserve heritage.

Zhonghuang village, nestled in the lush hills of Jishou city in Central China’s Hunan province, offers a unique glimpse into China’s rich ethnic heritage. Surrounded by mountainous terrain and a meandering river, this tranquil village is home to the Miao people and features distinctive stilted houses that reflect the region’s history, spanning over 700 years.

Recognising the potential of the village’s natural beauty and cultural heritage, Yi Hua, an expert in Xiang embroidery, has launched an initiative to attract tourists while preserving the village’s traditional roots. Yi, a local of the region, has dedicated herself to promoting Miao embroidery, a craft passed down through generations. She believes that merging ethnic traditions with sustainable tourism will bring prosperity to the area without compromising its authenticity.

Yi has worked with local villagers to train them in Miao embroidery, enabling them to wear traditional garments and weave intricate patterns on fabric, celebrating nature and local folklore. As part of her vision, she’s also designing a cultural heritage corridor that will open this summer to showcase the rich traditions of the Miao people. Butterfly motifs, a symbol of motherhood and love in Miao culture, are prominently featured in the village’s architectural renovations.

This transformation is part of Yi’s broader “Valley Residents” project, which aims to empower rural communities by integrating traditional crafts like embroidery, batik, and weaving into the local economy. Her efforts are revitalising Miao culture while providing new economic opportunities for the villagers. Yi’s project trains over 1,000 embroiderers across several villages in Hunan, promoting their work internationally. Miao embroidery products created by her team have been showcased at global events such as the 2015 World Expo in Milan and are also sent as diplomatic gifts by China’s Ministry of Foreign Affairs.

Yi’s path to becoming a prefectural inheritor of Miao embroidery was far from easy. After initially studying communication technology and working in telecommunications, she returned to Xiangxi and opened a small workshop, dedicating herself to embroidery. Over the years, Yi’s commitment to her craft has seen her grow in stature, and she is now leading a cultural and tourism renaissance in Zhonghuang village.

Through “Valley Residents”, Yi and her team have not only preserved a vital cultural heritage but also elevated it, offering new economic prospects for the local community while keeping the traditions of the Miao people alive.