Activating Art Through the Market, Preserving Culture Through Art — Jiangxi Zhongmin Explores New Pathways for ICH Paper-Cutting Going Global

In an era where intangible cultural heritage (ICH) is increasingly recognized as both a cultural treasure and an economic asset, one company in Jiangxi Province is charting a bold new course for the centuries-old craft of Chinese paper-cutting. Jiangxi Zhongmin Trading Co., Ltd. , founded in August 2025 by National First-Class Artist and contemporary ICH paper-cutting inheritor Huang Zhongmin, is pioneering a model that answers a question long faced by traditional crafts worldwide: How can ancient art forms not only survive but thrive in the modern global marketplace?

The company’s mission — “passing on traditional craftsmanship and revitalizing cultural value” — is brought to life through a dual strategy that marries artistic integrity with commercial viability-. In an industry where many heritage crafts struggle to transition from folk tradition to contemporary consumer product, Jiangxi Zhongmin is demonstrating that paper-cutting can successfully serve both as high-end home décor and as a distinguished cultural gift, all while remaining 100% handmade.

“We believe that the market is not the enemy of culture — it is the catalyst that keeps culture alive,” said Huang Zhongmin, who brings decades of artistic mastery to the venture. His approach breaks through traditional thematic constraints, expanding paper-cutting beyond classic motifs of blessings and folklore to encompass landscapes, contemporary scenes, and modern aesthetics-. This evolution ensures that each piece retains the essence of Eastern aesthetics while meeting the demands of today’s design-conscious consumers.

At the heart of Jiangxi Zhongmin’s offering is an uncompromising commitment to craftsmanship. Every artwork undergoes four major processes — design, paper selection, cutting and carving, and mounting — encompassing over a dozen meticulous steps-. With millimeter-level cutting precision and handcrafted framing techniques, each piece achieves a delicate texture and artistic tension that machine-made products simply cannot replicate-. This dedication to “100% handmade” quality positions the company’s paper-cut paintings not merely as decorative items but as collectible artworks with enduring value

The company’s emergence comes at a time when Chinese paper-cutting is gaining unprecedented global recognition. In 2025, the “Longyi Paper-Cutting Going Global” project from Gansu Province was listed among the national key cultural export projects by China’s Ministry of Commerce and three other ministries — the only ICH project selected from the province. The project has successfully exported custom paper-cut artworks to Uzbekistan, blending Dunhuang mural elements with Silk Road motifs to deepen market presence in Central Asia. Meanwhile, Yuxian paper-cutting in Hebei Province has achieved remarkable commercial success, with copyright revenues exceeding 2 million yuan in 2025 through跨界 collaborations with major brands such as Fila and Bosideng, and the creation of viral cultural products like a 9.9-meter paper-cut wedding dress.

These developments signal a broader shift: ICH paper-cutting is transitioning from a regional folk art to a globally tradable cultural asset. Yet, as industry observers note, the path to sustainable internationalization requires more than artistic excellence — it demands a robust commercial framework-. This is precisely where Jiangxi Zhongmin aims to distinguish itself.

By positioning paper-cut paintings as both premium home décor and sophisticated cultural gifts, Jiangxi Zhongmin addresses two growing market segments simultaneously. For interior designers and homeowners seeking unique, artisanal wall art, the company offers pieces that elevate living spaces with cultural depth. For corporations and individuals seeking meaningful gifts, the artworks serve as vehicles of cultural transmission — each piece a living legacy of intangible heritage that tells a story spanning millennia.

The company’s business model reflects a growing recognition within China’s cultural industries that commercialization, when done thoughtfully, can be a powerful engine for preservation. As demonstrated by Yuxian county’s comprehensive copyright service system — which has registered 4,776 paper-cut works and built a digital resource library of over 5,000 high-definition images — protecting the rights of inheritors while enabling commercial licensing creates a virtuous cycle. Jiangxi Zhongmin embraces this philosophy, ensuring that its founder’s artistic legacy is not diluted by mass production but amplified through carefully curated commercial channels.

Looking ahead, Jiangxi Zhongmin Trading Co., Ltd. aims to become a bridge between China’s rich paper-cutting heritage and international markets. The company’s strategy — “activating art through the market, preserving culture through art” — offers a replicable model for other ICH practitioners navigating the complex terrain between tradition and modernity.

“From the Loess Plateau to the global stage, we use scissors and red paper to tell China’s story, letting the world see the warmth and power of our culture,” said Wang Jinyi, general manager of Gansu Longyi, reflecting on the broader aspirations of the ICH paper-cutting community. Jiangxi Zhongmin shares this vision, committed to demonstrating that heritage crafts are not relics of the past but living, evolving art forms capable of enriching lives across cultures and continents.

As the global market for authentic handmade crafts continues to tighten, Chinese paper-cutting stands at a crossroads-. Jiangxi Zhongmin’s answer is clear: with artistic integrity, commercial savvy, and an unwavering commitment to craftsmanship, the ancient art of paper-cutting can not only go global — it can flourish.