As the Year of the Horse approaches, Qingyun county in Shandong's Dezhou has seen a surge in sales of intangible cultural heritage (ICH) products related to the Chinese zodiac – from porcelain and peachwood carvings to painted Chinese New Year prints and embroidered accessories.

Shi Hailiang, a municipal-level ICH inheritor of ceramic engraving, said that his "galloping horse" series has received over 2,000 pre-orders so far. His designs blend traditional Chinese painting with zodiac symbolism, featuring motifs like "gaining success immediately" ("immediately" in Chinese literally translates as "upon the horse").

In Zhangtaofu village, known for its centuries-old peachwood craftsmanship, some zodiac talismans have even sold out during live-streaming. "Customers now buy not just for use, but for the stories and blessings behind each piece," said Zhang Qingchang, a local workshop owner.

To date, 26 of Qingyun's 59 ICH items have been innovatively revitalized, generating annual sales exceeding 10 million yuan ($1.44 million). Through creativity and cultural storytelling, these ancient crafts are galloping into modern life while boosting the local economy.

A woman shares Dezhou's peachwood crafts through live-streaming. [Photo/Dezhou 24 Hours]