China's cultural fair blends pop toys and ancient crafts in record turnout
The First China New Cultural and Creative Fair and Trendy Toy Carnival drew large crowds over the weekend. Visitors queued early, filling a 66,000-square-metre space that featured exhibitors from every provincial-level region in mainland China, including Hong Kong and Macao. The event blended modern pop culture with traditional crafts, attracting both young fans and families. Inside the fair, younger attendees flocked to booths selling Labubu collectibles, Black Myth: Wukong merchandise, and accessories inspired by Sanxingdui artefacts. Many carried home pop figures like Dimoo, but interest also spread to traditional stalls. Zhao Wei, a master of Tianjin’s gourd pyrography, demonstrated how plain gourds become intricately carved artworks. Her hands-on display drew steady attention.
Families moved between the two worlds. One Beijing father from Dongcheng district spent hours with his nine-year-old son, who initially focused on a video game figure before becoming fascinated by a traditional craft stall. The boy’s shift in interest mirrored a broader trend: younger consumers now seek products with deeper cultural ties. Bu Xiting, an associate researcher, observed that this growing demand reflects rising cultural confidence. She noted that successful Chinese entertainment and gaming IPs—like *Black Myth: Wukong*—have made traditional motifs more appealing. Meanwhile, major institutions such as the Palace Museum and the National Museum of China showcased their own cultural products, further bridging old and new.
The fair highlighted a clear shift in consumer tastes, with both pop toys and heritage crafts finding eager buyers. Traditional techniques like gourd pyrography gained fresh visibility alongside modern collectibles. Organisers reported strong sales across categories, signalling lasting demand for culturally meaningful goods.
