Reshaping heritage gives buyers a sense of history

This diverse mix of offerings is aimed at fostering dialogues between the legacy of traditional arts and the preferences of today's buyers.

"It is more than just a shop. It's a new commercial platform dedicated to intangible cultural heritage, art and innovation. While rooted in Beijing's rich history, Yuxun extends its reach nationwide, incorporating crafts and traditions across China. Every product in the store is intricately linked to traditional craftsmanship, forming a diverse and immersive experience," says Wang Jingjing, one of the initiators of Yuxun, a brand established in 2023.

Wang says Yuxun Jingxi is the first physical manifestation of the cultural brand and offers a multidimensional space that is "explorable and interactive".

The store showcases a variety of heritage techniques and products, with new additions constantly rotating, she adds.

"On any given day, visitors can witness live demonstrations from artisans, including practitioners of national, municipal, and regional-level intangible cultural heritage, ranging from traditional craft displays to large-scale installations," Wang says.

Next to Li's demonstration table, Weng Xiang, from a Beijing-based embroidery workshop, has bridged the ancient Jingxiu and modern fashion.