Huangmei Opera is a precious traditional Chinese art form and a national intangible cultural heritage. It embodies the cultural essence of the Wanjiang region, with Huaining County in Anhui Province serving as an important center for its preservation and development.

To preserve and rejuvenate this time-honored art, Anhui Youxi Media, an enterprise located in Huaining, Anhui, has broken the limitations of traditional stage performances. It integrates iconic elements of Huangmei Opera, including elegant costumes, classic stage gestures and movements, as well as paper-cut art, and transforms them into tangible cultural and creative products. The products include fridge magnets, book lights, scented candles, tea sets and opera helmets, bringing the stage-only art into daily life and making it accessible.

Now these cultural and creative products are exported worldwide through cross-border e-commerce platforms including Shopee and Lazada, entering markets in the Middle East, Thailand and Hong Kong, China. They have also been exhibited at international events such as the WIPO Geneva Conference and the China-Russia Youth Cultural Exchange Event, attracting a global audience including diplomats and cultural enthusiasts.

These products are more than souvenirs. They serve as home ornaments, exquisite gifts and important bridges for cultural exchange. Once only performed on stage, Huangmei Opera has stepped into people’s daily lives and gained fresh vitality in the modern globalized era.

By Zhu Nenggan