Handicrafts made by artisans in Nagchu, Xizang autonomous region. [Photo by Palden Nyima/chinadaily.com.cn]

Since 2022, Nagchu, Xizang autonomous region, has been promoting rural vitalization by making cultural preservation a source of income. Over the years, the effort has unearthed various examples of intangible culture heritage and their inheritors through skills competitions.

According to the office of the leading group for the Nagchu Rural Vitalization Project, 61,400 competitions have been held, attracting more than 890,600 participants and unearthing 1,084 skilled individuals since the competitions began in 2022.

The group has explored 465 distinctive cultural crafts, including stone carving, leather goods and monastic butter sculpture, leading to a collective income increase of more than 93 million yuan ($13 million) for the participants.

A leather-products artisan exhibits his products in an exhibition hall in Nagchu, Xizang autonomous region. [Photo by Palden Nyima/chinadaily.com.cn]

Nagchu encourages and assists its rural residents in establishing professional cooperatives, relying on livestreaming for sales and product exhibitions. This allows more distinctive products to stand out through activities that move beyond the vast grasslands into the larger marketplace.

Tsethar Phuntsok, a resident of Churongdo village in Driru county, is a true beneficiary of the project. After winning first place at the county level by participating in the second event, his cooperative was designated as a brand store. Everyone in Driru knows about his products.

A Tibetan woman weaves materials for a yak tent in Nagchu, Xizang autonomous region. [Photo by Palden Nyima/chinadaily.com.cn]

In 2023, Tsethar Phuntsok participated in 11 exhibitions and collaborated with a logistics company to facilitate rural e-commerce sales. The annual profits are distributed as bonuses to his entire village.

Tsering Ngodrub, 63, a resident of Nagchu's Sernyi district, said he has been producing handmade leather products for more than three decades. He said the vitalization activity has helped him boost his business.

"As a handmade leather products cultural inheritor, I have been producing leather products mainly using yak hair and hide, and I have won third-place in leather products making competitions," he said.

Handicrafts made by artisans in Nagchu, Xizang autonomous region. [Photo by Palden Nyima/chinadaily.com.cn]

Tsering Ngodrub said that the government encourages him and his partners to preserve traditional ways, adding that exhibitions and fairs allow them to show their products to more people.

"Thanks to the competitions and exhibitions organized by the government, more people are learning about my skills and products, and that helps me make more money," he said.

A tailor makes Tibetan clothing in Driru county in the Xizang autonomous region. [Photo by Palden Nyima/chinadaily.com.cn]