In the midsummer of 2026, the wave of intangible cultural heritage going global is surging. From intangible heritage licensed products at the US‑Canada‑Mexico World Cup, to Quanzhou string puppetry at the Festival d'Avignon in France; from Nanjing's first batch of national‑level intangible heritage items making a collective overseas debut, to the official launch of the Intangible Heritage Overseas Service Centre in Wenzhou's Lucheng District — intangible heritage is stepping onto the global stage in diverse forms.
In this wave of cultural globalisation, a foreign trade enterprise rooted in the Bashu region — Chongqing Hongyue Langcheng International Trade Co., Ltd. — is steadily fulfilling its mission of bringing intangible cultural heritage to the world.
From Shanghai to Bashu: A Choice to Return
The company has been deeply engaged in Shanghai's commerce and trade for decades, accumulating mature overseas channel resources and an international business vision. However, when its founders returned to their hometown and witnessed the challenges facing Bashu's traditional crafts — a break in the chain of inheritance and industry contraction — they resolutely chose to return and establish a professional foreign trade company, dedicating themselves to the track of intangible cultural heritage globalisation.
Intangible heritage treasures such as Liangping bamboo curtains, which once carried diplomatic missions, now struggle to reach the world consistently due to a lack of professional and international distribution channels. To revitalise the local intangible heritage industry, the company created its own high‑end home textile brand, "Jinruifang," promoting the standardised development of the intangible heritage industry through brand‑oriented operations.
Three Core Categories: Directly Connected to Bashu Intangible Heritage Workshops
At present, the company's core operations focus on three major intangible heritage categories: the national‑level intangible cultural heritage Liangping Bamboo Curtain Painting, the municipal‑level intangible cultural heritage Traditional Straw Weaving, and the Silk Road Ancient Handmade Silk Quilt.
Liangping bamboo curtains are renowned as the "finest bamboo curtain under heaven" and were inscribed on the national intangible cultural heritage list in 2008. A single bamboo curtain requires over 80 meticulous processes — bamboo ***ion, scraping, shredding, weaving, and painting — each ***uted with the utmost precision. Combining weaving with traditional Chinese painting, the bamboo curtain is both a handicraft and a suspended work of art. Alongside woodblock New Year paintings and Liangshan lantern opera, Liangping bamboo curtains are known as the "Three Treasures of Liangping," cultural gems that once enjoyed renown far and wide.
Traditional Straw Weaving, a municipal‑level intangible cultural heritage, embodies the wisdom and warmth of Bashu's folk crafts. In recent years, the straw weaving industry has performed impressively in international markets — the national‑level intangible heritage Laizhou straw weaving secured over one million US dollars in new orders at the Canton Fair; Bobai's weaving industry achieved an export value of 1.275 billion yuan in 2025; and Linyi's Langya straw weaving products are exported to over 40 countries and regions in Europe and America, with annual sales reaching 40 million yuan.
In the field of ancient handmade silk quilts, the Bashu region has a deep sericulture industrial base. Sichuan is the core supply base for high‑quality cocoon and silk raw materials in China, with raw silk quality reaching the international highest standard of 6A grade, and final products exported to Europe, America, Australia, and other countries and regions. From January to May 2026, the total import and export volume of Nanchong's silk spinning and garment industry in Sichuan grew by 23.24% year‑on‑year.
The company directly connects with local intangible heritage workshops and experienced artisans, adhering to pure ancient handcrafting techniques, strictly controlling export quality and cross‑border compliance standards, and building an exclusive foreign trade channel from Bashu's countryside directly to the global market.
Cultural Globalisation: From "Going Out" to "Being Embraced"
At present, intangible heritage globalisation has moved beyond the initial exhibition‑oriented stage and is now entering the industrial systems of overseas markets on a larger scale. China's mature industrial chain provides solid support for the transformation of craftsmanship — from raw material supply, design and prototyping, to batch production, logistics, and export, every link has well‑established supporting systems.
In 2026, the "Bashu Intangible Heritage Brand Conference" was held in Mianyang, Sichuan, with 38 intangible heritage projects and enterprises from Chongqing included in the "Bashu Intangible Heritage Project Cooperation Opportunity List." Sichuan and Chongqing are jointly advancing the industrialisation and internationalisation of intangible heritage.
Chongqing Hongyue Langcheng International Trade Co., Ltd. is seizing precisely this opportunity. At present, the company focuses on its core intangible heritage product categories, steadily expanding into global markets; looking ahead, it will continue to explore the cultural veins of Bashu, gradually incubating distinctive intangible heritage products such as the Three Gorges Embroidery, and continuously enriching its intangible heritage product matrix.
Revitalising a Thousand‑Year Cultural Heritage
"To carry thousand‑year craftsmanship through trade, and to connect the world through heritage." Upholding this philosophy, the company is revitalising intangible heritage that carries millennia of culture, bringing silk‑road handcrafted masterpieces back to the international stage, and allowing Bashu's traditional crafts to cross mountains and seas, win global acclaim, and be passed down from generation to generation.
In the current wave of intangible cultural heritage going global, Chongqing Hongyue Langcheng International Trade Co., Ltd., through professional foreign trade operations and a brand‑oriented industrial mindset, is ensuring that authentic intangible heritage products are officially exported overseas, conveying the warmth of Bashu's artisan spirit and the depth of Eastern culture to the world.
