Inside a Chaozhou embroidery studio in Shantou, post-95 embroiderer Yuan Shumin is discussing the script and release schedule for overseas promotional videos with her team. As the third-generation inheritor of Chaozhou embroidery in her family, she founded Fengpao Embroidery Studio in 2016 and has carved out a younger, more international path for Guangdong-made products to reach global markets through social media platforms in China and abroad.

Chaozhou embroidery is a national-level intangible cultural heritage item and also a distinctive representative of Guangdong-made products. Having grown up immersed in the craft, Yuan has remained committed to the essence of purely handcrafted embroidery. As she said, "The moment I took on this craft from my elders, I knew it could not remain confined to objects of the past. It has to live in the present and reach the world."

Recognizing emerging trends in promoting intangible cultural heritage, she quickly seized on the power of new media. In 2016, she set up an operations team and launched accounts across major social media platforms to promote both Chaozhou embroidery culture and its products. She now has more than 300,000 followers across platforms, bringing in a steady stream of orders. "Some videos have drawn more than 100,000 views," she said. "That means a single video can give Chaozhou embroidery exposure to an audience of over 100,000."

While staying rooted in tradition, Yuan continues to incorporate modern elements into her work. In 2021, her embroidery work "Shengshi Baoding" won the Gold Award at the China Arts and Crafts Expo. Her products are sold to Singapore, Malaysia and other destinations, and many clients have worked with her for more than a decade, with business ties growing into close friendships. She often shows visiting clients around Shantou, taking them to Xiaogongyuan, treating them to beef hotpot, and introducing them to Teochew opera.

Recently, Fengpao Embroidery Studio was approved as the Shantou Folk Culture and Art Inheritance Base. Yuan said, "The future of Chaozhou embroidery lies not only in inheritance, but also in innovation. I will continue to stay true to it and let this 'Lingnan pearl' shine even more brightly in the world."

“95后”潮绣传承人带着广货“触屏出海”

在汕头一间潮绣工作室内，“95后”绣娘袁淑敏正与团队讨论海外推广视频的脚本与发布节奏。作为家族第三代潮绣传承人，她于2016年创立“凤袍绣庄”，借助海内外社交平台走出了一条年轻化、国际化的广货出海新路。

潮绣是国家级非遗，也是独具特色的广货代表。袁淑敏从小耳濡目染，坚守纯手工制作的核心精髓。她坦言：“我从长辈手中接过这门技艺，就知道不能只让它停留在老物件里，更要让它活在当下、走向世界。”

面对非遗推广新趋势，她敏锐捕捉新媒体力量，2016年便组建运营团队，在各大社交平台同步开设账号，推广潮绣文化与产品。目前全网粉丝量突破30万，带来持续订单。她表示：“一些视频阅读量超10万，意味着有十万人从这一个视频里看到了潮绣。”

在传承基础上，袁淑敏不断将现代元素融入作品。2021年，其作品“盛世宝鼎”获国家工艺美术博览会金奖。产品远销新加坡、马来西亚等地，不少客户相伴超过十年，从买卖合作变成挚友。她常带客商游览汕头，逛小公园、吃牛肉火锅、听潮剧。

日前，“凤袍绣庄”获批为汕头市民间文化艺术传承基地。袁淑敏表示：“潮绣的未来在于传承，更在于创新。我会一直坚守，让这颗‘岭南明珠’在海内外绽放更亮的光芒。”

文、图 | 记者 蚁璐雅
翻译丨郑奕玲
审校丨盛嘉