SHIJIAZHUANG, March 6 (Xinhua) -- Zhang Shiman, a university student turned video maven and livestreaming star, has captured hearts and minds with her mission to revitalize the centuries-old craft of feather duster making in Hebei Province, elevating this northern Chinese tradition to new heights of artistry and appreciation.
"Our handmade feather dusters are perfect for dusting. Place your orders and give them a try," said Zhang as she livestreamed from an e-commerce base in Zhangmawan Village. The walls of the base were lined with dusters of all kinds.
Zhang, 20, is a native of Zhangmawan and an advertising major at Xiangtan University in central China's Hunan Province. She has been doing market research on feather dusters and promoting the products since 2023, and this winter vacation was no exception.
During the peak production period in February, Zhang contributed by not only creating promotional videos about feather dusters but also assisting villagers with livestream sales. Over the years, she has helped sell more than 1,000 feather dusters.
Home to 705 residents, Zhangmawan has been crafting feather dusters since the middle of Ming Dynasty (1368-1644). During the off-season, locals craft dusters to supplement their income.
However, with the rise of modern cleaning tools, the demand for feather dusters has declined. Without a stable market or innovation, this traditional craft faces the risk of fading into obscurity, according to Liu Wenhao, an official of Zhangmawan.
To tackle this challenge, village authorities held meetings in early 2023 to explore ways to revive and preserve the craft. Following market research and analysis, the village developed over 30 new product varieties and applied for two design patents.
"Seeing many areas promote agricultural products through e-commerce livestreaming, we decided to take our feather dusters online too," Liu said.
In May 2023, a video about the village's feather dusters went viral on social media, amassing some 33 million views in about four days and boosting market sales.
As feather dusters gained online popularity, villagers have been actively developing new products, creating short videos, and showcasing their craft at trade exhibitions and competitions, among other initiatives, Liu said.
He added that the feather dusters from the village have won more than 10 awards for tourism specialties, creating opportunities for villagers to work at their doorstep.
Beyond the villagers' efforts, university students like Zhang have also lent their creativity and expertise to the project, bringing their skills in video editing, advertising planning and marketing.
Zhang said that when they first started, they did not know where to begin. So, they purchased every duster they could find, comparing and studying them to identify techniques to learn from, even dismantling some to examine their making.
"Young people bring innovative ideas, which have helped expand sales channels for feather dusters. I never imagined that we seniors could still earn money from our craft, with a monthly income of over 2,000 yuan (about 278.89 U.S. dollars)," said Liu Huiying, 73, a seasoned artisan from Zhangmawan.
Thanks to their collective efforts, feather dusters from the village have evolved from just a few traditional designs to more than 30 varieties today.
The materials used have also become more diverse, expanding from chicken feathers to ostrich and peacock feathers. Meanwhile, the duster handles have transitioned from simple bamboo to premium materials like ebony and rosewood, incorporating advanced technologies such as laser shaping and engraving for customized designs.
"Today, people see feather dusters as more than just cleaning tools; they represent nostalgia and a form of art," said Liu Wenhao, adding that the popularity of the feather dusters has spurred the overall development of the village.
"This year, we plan to develop new tourism experiences, such as intangible cultural heritage activities and sightseeing tours in Zhangmawan, with the goal of integrating the village's agriculture, culture and tourism sectors. This will create more income and job opportunities for the villagers," he said. ■
