This year's Spring Festival, the first since being inscribed on UNESCO's list of intangible cultural heritage, has driven a surge in sales of the traditional Ni Gugu clay sculpture in China, with artisans working overtime to meet demand while experiencing firsthand the growing popularity of intangible cultural heritage.

Ni Gugu is a traditional clay sculpture from Xunxian County in Henan Province, central China, known for producing distinct sounds when blown into. Recognized as a national intangible cultural heritage in 2006, it remains a cherished folk art.
The intricate crafting process involves shaping, trimming, piercing, drying, painting, and varnishing, with each step contributing to its unique charm and cultural significance.
"We've been busy for more than two months since the peak season began. Personally, I work eight to nine hours a day and can paint around 60 to 70 sculptures per day," said Gao Guangling, a local artisan working at the Ni Gugu workshop.
Known as the "living fossil of clay sculpture," Xunxian clay sculpture has gained increasing attention as appreciation for traditional culture grows, driving a rise in market demand. It has become not only a cultural tourism symbol of Xunxian County, but also a significant source of income for local villagers.
"We have two main sales channels for our Ni Gugu clay sculptures. One is through off-line stores, as we have loyal customers, and the other is via online stores and live streaming. Given the current order volume, all of our employees are working overtime to meet the demand," said Song Kaizhan, an inheritor of Xunxian Ni Gugu clay sculpture.
Song said that this year's sales have doubled compared to previous years, with some orders already scheduled for delivery after the Chinese New Year.
In addition to traditional designs, many local artisans are incorporating innovative elements into their creations, making contemporary pieces highly sought after in the market.
"This year, we have designed many cultural and creative products, such as keychains, hair clips, and bookmarks. They are in high demand and very popular, especially among young people," said Song Qingchun, another inheritor of Xunxian Ni Gugu clay sculpture.