Crafting an entrepreneurial dream from intangible cultural heritage

When Dong brocade was declared a national intangible cultural heritage in 2008, Ou Ruifan was elated. As a member of the Dong ethnic community in Hunan province, she felt a sense of pride that the contribution of the centuries-old craft to the country's heritage had been recognized by the authorities.

But Ou also knew that beneath the honor was an uncomfortable truth. Dong brocade craft was fading fast and on the verge of being lost. Young and middle-aged women who were the ones who traditionally did Dong embroidery were moving out of rural areas in droves to work in the cities. Most of those who were left behind to continue the weaving tradition were elderly women, many of whom struggled with failing eyesight which hindered their ability to weave. As a result, Dong brocade was gradually fading from daily life. "Many people began to view Dong brocade as dispensable at that time," Ou said.