Add "Splendor" To The Magnificent South Xinjiang -- Chongzuo City Effectively Promotes The Development Of Zhuang Brocade Cultural Industry

Entering the live broadcast room of "Tianqin Zhuangjin" in Chongzuo Rong Media Center, the colorful, elegant and exquisite cultural and creative products of Zhuangjin attracted people's attention;

At the 2025 Lantern Festival Star Concert of "Spring fills the Left River and Moves South Xinjiang", the famous singer Pang Long praised Zhuang brocade and sang with warmth in Zhuang brocade scarf;

The live broadcast of "Tianqin Zhuang Brocade" in Taiping Ancient City was crowded and the atmosphere was warm. Cultural and creative products such as Zhuang Brocade clothing, handbags, scarves, ties, briefcases and so on became "new favorites" of tourists

Culture is the soul of a country and a nation. Zhuang brocade is one of the four famous brocades in China. It is the treasure of Chinese culture and carries the profound culture and long history of the Zhuang nationality. In recent years, Chongzuo City has thoroughly implemented Xi Jinping's cultural thoughts, emancipated the mind, opened up new ideas, deeply cultivated the splendid brocade culture, promoted the creative transformation and innovative development of this excellent traditional culture, and constantly added "beauty" and "brilliance" to the magnificent southern Xinjiang.

　　 From workshop to market

Longzhou County is one of the important birthplaces of Zhuang brocade.

At one time, Zhuang brocade fabric was an important dowry for young girls in some places of Longzhou. However, with the development of the times, Zhuang brocade fabric gradually disappeared from people's vision. The inheritance of Zhuang brocade, as a traditional culture, once faced a "fault".

In order to dig deep into the Zhuang brocade culture and promote the Zhuang brocade to shine new opportunities, in recent years, Longzhou has made bold attempts in poverty alleviation and rural revitalization to guide the local people to develop the Zhuang brocade industry. In Namotun, Guangman Village, Jinlong Town, Huang Xiaoying, Huang Huagang and other farmers increased their income by weaving and selling Zhuang brocade.

To promote the industrialization of Zhuang brocade, the Municipal Party Committee and the Municipal Government have always attached great importance to, strongly supported and carefully guided it in recent years, and vigorously promoted culture to enable high-quality development, especially the revitalization of cultural tourism.

In September 2024, the 21st China ASEAN Expo will be held in Nanning. Chongzuo will set up a special exhibition area to display Zhuang brocade bags, Zhuang brocade scarves and other Zhuang brocade cultural and creative products. Lan Xiao, the secretary of the Municipal Party Committee, went deep into the exhibition area and stressed that we should continue to increase the promotion of the Zhuang brocade skills, and constantly enhance the cultural carrying capacity, exhibition capacity and communication capacity of cultural and creative products.

In November 2024, when Lan Xiao went to Chongzuo Rong Media Center to carry out condolences and research on the Journalists' Day, he enthusiastically walked into the live broadcast room of "Tianqin Zhuangji" to learn more about the cultivation of the new business type of "culture+". Lan Xiao affirmed everyone's efforts, and encouraged everyone to open up ideas, innovate boldly, and launch more grounded and popular Zhuang brocade cultural and creative products.

In recent years, Chongzuo has cooperated with relevant cultural and creative enterprises in Zhejiang and other places, based on the cultural elements of intangible cultural heritage of Longzhou Zhuang brocade, combined with modern design concepts and market demand to innovate and change, and has successively developed more than 20000 pieces of cultural and creative products of 75 categories of Zhuang brocade, such as bags, clothing, scarves, ties, fans, etc. At the same time, we will actively use modern production processes and implement "modern production" to promote Zhuang brocade cultural innovation from small workshops and small production capacity to a new high production capacity business.

In terms of sales, we adhere to the "two lines": online, improve the production, design and sales system in the way of "live broadcast+e-commerce+short video"; Offline actively cooperate with hotels, cultural venues and major scenic spots to expand sales channels and increase consumer groups.

According to statistics, since September last year, the sales of Zhuang brocade cultural and creative products have exceeded 1.3 million yuan. Zhuang brocade cultural creation is not only popular in China, but also "trendy" overseas, exported to Afghanistan, Vietnam, Malaysia and other countries, and successfully moved from small workshops to large markets

　　 From "purdah" to the stage

The video number "Tianqin Zhuangjin" takes the Zhuangjin culture as the background, cultural and creative products as the carrier, presenting moving stories, affectionate pictures, and unforgettable videos, which constitute a "window" to promote and display the Zhuangjin culture.

This is a miniature. In recent years, in order to make Zhuang brocade cultural and creative products go to the public world and make Zhuang brocade culture stand up, Chongzuo City has paid attention to planning and packaging and publicity. Through unremitting efforts, the dissemination and popularity of Zhuang brocade culture have been effectively improved.

In particular, Chongzuo City, taking the opportunity of promoting the integrated development of media and exploring new ways to improve the efficiency of the media industry, actively told the story of Zhuang brocade and turned the "traffic" of cultural innovation into "sales" of cultural innovation. Among them, platforms such as "Tianqin Zhuangjin", "Chongzuo", "Chongzuo" and "Chongzuo" continued to make efforts, creating more than 200 short videos and broadcasting more than 200 live broadcasts for more than 600 hours, attracting a large number of users' attention.

At the same time, relevant departments at all levels closely cooperate and work together to actively find gaps and set up stages in large-scale festival activities such as the China ASEAN Expo, China Vietnam cultural exchange activities, Chongzuo "Two Sessions", Chongzuo "Spring Festival Gala" and the Lantern Festival evening party, so as to provide a platform for the display of Zhuang brocade culture.

At the "Two Sessions" in Chongzuo, delegates to the National People's Congress and CPPCC members wearing strong brocade scarves were interviewed in the "News Interview Live Room" of Chongzuo Rong Media Center, and a strong traditional cultural atmosphere came to our face.

On the evening of January 23 this year, at the Chongzuo "Spring Festival Gala" held in Taiping Ancient City, the creative Zhuang brocade show "Beautiful as a Dream" was innovatively integrated with Zhuang brocade elements, and Zhuang brocade was displayed by Zhuang marriage, Zhuang brocade clothing show, etc., which left a deep impression on the audience.

At the 2025 Lantern Festival Star Concert of "The Sound of the Left River in Spring Moves South Xinjiang" held just a few days ago, famous singers Pang Long and Xu Yuteng loved Zhuang brocade scarves and frankly said that Zhuang brocade was not only beautiful in style, but also a full demonstration of deep friendship.

Longzhou County, as one of the birthplace of Zhuang brocade, has actively promoted the "going out of business" of Zhuang brocade in recent years, especially inviting the international model Lu Xianren as the spokesperson of Zhuang brocade, further enhancing the brand's own popularity and influence, and making Zhuang brocade cultural and creative products appear on the international stage

Under the leadership of the municipal party committee and the government, relevant departments at all levels in Chongzuo City have integrated their strength and formed joint forces to help the development of the Zhuang brocade cultural industry build momentum. Zhuang brocade, once "raised in purdah but not known by others", is now organically integrated into Chongzuo's tourism industry, becoming an important symbol of Chongzuo's cultural tourism, helping to enrich the cultural landscape and make fire tourism; Zhuang brocade culture is deeply embedded in urban construction, giving Chongzuo urban culture a strong background.

　 From Chongzuo to the world

Excellent traditional culture is both national and international. In recent years, we are pleased to see that the Zhuang brocade culture is "thriving" and "revitalized" in southern Xinjiang. At the same time, it is also stepping out of Chongzuo, into ASEAN and into the world with confidence.

In September 2024, at the 21st China ASEAN Expo, the cultural and creative products of Longzhou Zhuangjin series will be unveiled. In the Chongzuo exhibition area, Miss Ukraine Anna wore a blue Zhuang brocade vest and a Zhuang brocade bag with light blue patterns. Anna said excitedly: "Zhuang brocade is very beautiful, I like it very much!"

In October 2024, the 23rd China Vietnam Youth Friendly Meeting with the theme of "Continuing traditional friendship and jointly creating the future" was launched in Nanning and held in various cities. At the Chongzuo event site, Vietnamese youth who participated in the event could not put down their love for Zhuang brocade bags, "they fell into a trap at a glance"

Cultural confidence has been effectively improved, and brand influence has been continuously enhanced. In recent years, Chongzuo City has carefully planned a series of activities to actively promote Zhuang brocade cultural and creative products to participate in various international exhibitions and fashion activities, constantly improving the international influence of Zhuang brocade brand, and making Zhuang brocade a globally recognized fashion cultural symbol.

The beauty of intangible cultural heritage shines brilliantly - which kind of Zhuang brocade is "strong" in your heart, the country catwalk fashion show - Zhuang brocade makes a stunning appearance at the Nong Dong Festival in Zhuang village, the beauty of Qin brocade, tradition and intangible cultural heritage - amazing "world mayor dialogue · Nanning"... These are the Zhuang brocade stories elaborately launched by Chongzuo Translation. Relying on a powerful publicity platform, Chongzuo City carefully creates and spreads the stories of Zhuang brocade, helping Zhuang brocade culture go abroad.

In addition, Chongzuo has also set up the cross-border e-commerce anchor incubation base of Chongzuo Financial Media Center in Pingxiang cross-border e-commerce live broadcast base, launched the cross-border e-commerce live broadcast room of Chongzuo International Communication Center, made full use of the geographical advantages along the border, made good use of modern communication platforms, and promoted "Chongzuo Made Brocade" to enter ASEAN and go global.

"We will actively expand the international market of Zhuang brocade cultural and creative products, tell a good story of Zhuang brocade culture to the outside world, strengthen exchanges and mutual learning with ASEAN countries, and promote Zhuang brocade culture to shine on the international stage," said Lin Lin, member of the Standing Committee of the Municipal Party Committee and head of the Publicity Department.

No pains, no gains. At present, Chongzuo's Zhuang brocade cultural and creative industrial chain integrating design, research and development, production, sales and tourism has taken shape. In the future, in the context of continuing to promote high-level opening up, Zhuang brocade will further highlight the cultural characteristics of Chongzuo and add "beauty" to the magnificent southern Xinjiang.

In January this year, the Government Work Report of Chongzuo's "Two Sessions" emphasized in the work deployment for 2025: "Cultivate the first economy and vigorously develop new consumer products such as Zhuang brocade, culture and innovation." This boosted confidence and made people look forward to a more colorful tomorrow of Zhuang brocade. (Reporter Li Hongxi)

(Source: Zuojiang Daily)