Song Shui Narcissus makes ponytail embroidery in the store. Photo by Zhou Yanling
Guiyang, China News Network, April 26 Title: Millennium Intangible Cultural Heritage into the City Embroidery "living fossils" are popular with the "Z generation"
Author Zhou Yanling
In the Qingyun Market, a new "net red" punch card in Guiyang, Song Shuixian, who was sitting in the store, turned his mobile phone into video mode, and then wrapped 3 to 5 ponytails with silk threads, and the wrapped ponytail silk threads were connected without flaws, stitched and threaded on the bottom cloth... The whole process of embroidery was edited into 2 minutes and quickly posted on a short video platform.
After the release of the video, many netizens liked and commented: "Beautiful handmade horsetail embroidery", "After work at night, I want to come to the store to punch the card experience", "I want to be an apprentice, I don't know if there is a chance"...
As the inheritor of national aquatic horsetail embroidery, Song Shui Narcissus and horsetail embroidery have been accompanied by more than 50 years. In her opinion, using short videos to show the skills and stories of horsetail embroidery can allow more young people to understand horsetail embroidery, because the key to non-genetic inheritance is to attract young people.
Horsetail embroidered wrist bag in Song Shui Narcissus shop. Photo by Zhou Yanling
Horsetail embroidery intangible cultural heritage experience store located in Qingyun Market, Guiyang. Photo by Zhou Yanling
Horsetail embroidery, which has been passed down for thousands of years, is an embroidery method that uses silk thread to wrap the horsetail to make patterns. The aquatic people living in The Sandu of Guizhou have worshipped horses since ancient times, and have the custom of raising horses and horse racing, horsetail embroidery also came into being, and the delicacy of Su embroidery and Shu embroidery is different, the horsetail embroidery process is complex, the embroidery method is diverse, and it is known as the "living fossil" in embroidery.
In order to inherit and develop horsetail embroidery, Song Shuixian, who has lived in the mountains for many years, opened the first horsetail embroidery handicraft shop in Sandu County in 2006. In 2010, she also opened the Ponytail Embroidery Family Museum, which exhibited tens of thousands of ponytail embroidery works collected from village to village for free.
In Song Shui Narcissus's view, embroidery is the oldest fashion element. Therefore, in 2012, she set up a company and began to design and develop ponytail embroidery cultural and creative products on a large scale, moving ponytail embroidery from the embroidered shoes worn by children's straps and feet to clothing, bags, and jewelry.
A modern jewelry with a combination of horsetail embroidery and silver jewelry. Photo by Zhou Yanling
Ponytail embroidery elements of the pen bag. Courtesy of respondents
The reporter found that many products with the addition of horsetail embroidery are not abrupt, but have a just right feeling, such as the wrist bag of the suit fabric, after adding the horsetail embroidery process, it is not only fashionable and versatile, but also gorgeous and exquisite. In addition, the colorful ponytail embroidery combined with silver jewelry to make modern jewelry, simple and thick but without losing its fashion charm.
In addition to online communication, how to better attract the "Generation Z" youth consumer group? Song Shuixian believes that intangible cultural heritage products should try to enter the modern city and let young people have a close contact with intangible cultural heritage.
5 months ago, Song Shuixian opened a horsetail embroidery experience store on Qingyun Road in Guiyang City. In the past 30 years, Qingyun Road has been a food night market street where many Guiyang people and foreign tourists often "punch in", and has been transformed into a trendy cultural street integrating commercial shopping, food and other functions.
"Transform the traditional intangible cultural heritage store site selection model, from relying on attractions to relying on traffic." Song Shuixian believes that when the "ancient" and "new" horsetail embroidery experience store meets the "new" and "red" youth punch card, it will definitely collide with a different spark.
As Song Shui Narcissus expected, after the intangible horsetail embroidery entered the city, even at night, the store also attracted many young people to take photos and punch cards, and young people would not only select various ponytail embroidery elements in the store, but also experience the ponytail and ponytail embroidery stitches in the store.
"I often brushed the short videos of the intangible cultural heritage on my mobile phone, and this personal experience really felt the unique charm of the intangible cultural heritage." Li Junqi, a "post-00s" young man who is experiencing ponytail embroidery, said that he hopes that more intangible cultural heritage skills hidden in the mountains will be integrated into daily life.
In recent years, with the increasing love of traditional culture by the younger generation of Chinese people, a "national tide wind" has gradually emerged. On a short video platform in China, an intangible cultural heritage video is born every 3 seconds. In daily life, many young people even wear Hanfu, wear hairpins, and put on Tang makeup...
Song Shuixian said frankly that in the past, most of the orders for horsetail embroidery production came from overseas, but now the domestic consumer market is larger, and many young people will come online or in the store, hoping to embroider ponytail embroidery on their clothing. (End)