Lin’s products are sold nationwide and to Southeast Asian markets both offline and via e-commerce. During the Qixi Festival, or Chinese Valentine’s Day, which fell on Aug 14 this year, more than 10,000 silver bracelets were sold for about 3 million yuan ($460,000).

“As interest in traditional Chinese culture rises among youngsters, the value of intangible cultural heritage continues to grow,” Lin said, adding that innovating personalized, customized products is a good direction for the commercialization of traditional handicrafts.