Traditional ethnic crafts and products from South China's Hainan province have drawn interest from exhibitors and visitors at the Affordable Shopping Destination exhibition in Las Vegas, United States, which was held from last Sunday to Wednesday.

At the exhibition, CCHUN, a Hainan-based brand, showcased innovative products that embrace the distinctive features of Li brocade and Miao embroidery works.

Over a span of more than 3,000 years, Li brocade and Miao embroidery have flourished in the lush rainforest of Hainan, embodying the spiritual beliefs and aspirations of local people.

The Li ethnic group, for example, living in the rainforest without their own written language, express their hopes and prayers through the intricate graphic patterns woven into the colorful Li brocades. The deep symbolism and vibrant colors of these textiles reflect the Li ethnic group's reverence for nature and showcase their exceptional traditional skills. Li brocade's long history is also known as the "living fossil" of China's textile history, and was included in the UNESCO intangible cultural heritage list, declaring it in urgent need of protection.

Qu Chunchun, founder of CCHUN, has embraced her passion for Li and Miao ethnic culture, recognizing the profound value of Li brocade and Miao embroidery. She is dedicated to preserving and promoting these ancient traditions. By immersing herself in the villages of the Li and Miao ethnic groups, Qu has delved deep into the beautiful legends and timeless artistry of Li brocade and Miao embroidery, constantly seeking to understand and honor their cultural significance.

She combines years of fashion design expertise with the rich heritage of the Li and Miao ethnic cultures. Through her efforts of collecting and organizing ancient totems and leveraging modern technology, Qu has breathed new life into the unique cultural souls of these ethnic groups.

"Through our products, hopefully more people will come to understand and cherish the beauty of Li and Miao ethnic culture. These exquisite skills and the profound cultural heritage of the Li and Miao ethnic groups are being passed on to future generations, ensuring that their legacy continues to thrive and inspire," she said.

The Affordable Shopping Destination exhibition is one of the largest general merchandise trade events in the United States. The bi-annual event has drawn over 2,700 exhibitors and 45,000 retailers from across the globe attending the bi-annual event.