Zanhua’s Popularity Boosts Tourism and Local Incomes in Quanzhou’s Xunpu Village, With Over Three Hundred Stores and Twenty Thousand Daily Visitors During Peak Season: Here’s More You Need To Know
Found in the coastal village of Xunpu, Quanzhou, is the intriguing cultural practice of Zanhua, the art of pinning colorful floral headdresses, which is drawing the attention of tourists both from China and abroad. This art form not only continues to preserve the local heritage of the region but also economically and culturally sustains the village, providing tourists with an opportunity to experience the distinct blend of culture, history, and creativity.
Famous as the starting point of the Maritime Silk Road, Quanzhou in Fujian Province of China boast as one of the region’s cultural legacies which is internationally recognized. Zanhua, which is also known as Zinhua, and the centuries-old maritim silk trade revitalized Quanzhou as a tourist destination internationally and domestically.
Zanhua: A Cultural Tradition Revived
Zanhua is a traditional art form where colorful flowers are intricately pinned onto headdresses, often worn by women as a form of cultural expression. For Bai Lan, 71, a local resident and inheritor of this intangible cultural heritage, Zanhua has been part of her life since childhood. In 2015, Bai decided to open a shop in Xunpu to offer tourists the opportunity to experience this craft firsthand. The shop provides customers with not only the chance to wear these beautiful floral headdresses but also services like makeup and photography, enabling visitors to capture a lasting memory of their cultural experience.
Since 2023, Bai’s shop has become increasingly popular, attracting 50 to 60 visitors per day during the summer months, with long working hours from 8 am to 9 pm. What started as a small family business has grown with the increasing demand for Zanhua experiences. For visitors, it’s an immersive way to engage with local heritage while enjoying a hands-on activity that connects them to the culture of Quanzhou.
Xunpu Village: A Cultural and Tourism Hub
Xunpu is a small fishing village located near the starting points of the ancient Maritime Silk Road, and its traditional crafts are a major draw for travelers seeking authentic cultural experiences. As more tourists flock to the village, the popularity of Zanhua has led to the growth of local businesses. Bai’s daughter, Wu Shuchun, shared that the family’s transition from selling seafood to offering Zanhua services has significantly increased their income, reflecting the broader economic benefits of tourism in the region.
Today, Xunpu is home to nearly 300 stores offering Zanhua-related services, from headdresses and makeup to photography sessions, with many women in the village participating in this booming industry. These shops collectively serve around 20,000 visitors daily during peak tourist season, transforming the village into a vibrant cultural hub.
Economic Growth from Cultural Tourism
The rise of Zanhua has significantly boosted the local economy in Xunpu and the surrounding Fengze District. According to the local district government, the tourism-related industries, including cultural and creative sectors, hospitality services, and bed-and-breakfast homestays, have seen a dramatic increase in consumption, reaching more than 5 billion yuan ($695 million) between 2022 and 2024. The incomes of local residents have also more than doubled during this period, a testament to the economic impact of cultural tourism in the area.
Tourism in Quanzhou, especially along the Maritime Silk Road, has become increasingly popular. The city’s rich history and cultural heritage continue to attract millions of visitors. Last year, Quanzhou saw over 100 million tourist visits, a 16.8% increase from the previous year. This surge in visitors helped push tourism revenue beyond 120 billion yuan, marking a significant year-on-year growth of 20.8%.
Cultural Promotion and Online Platforms
Quanzhou’s cultural and tourism sectors are actively promoted through digital platforms such as Trip.com Group, Tongcheng Travel, and social media platforms like Douyin (the Chinese version of TikTok) and RedNote. These platforms have played a significant role in expanding Quanzhou’s reach to younger travelers and encouraging international tourism.
The local government has also implemented various cultural exchanges, both within China and globally, to promote Quanzhou’s unique offerings, including the vibrant Zanhua craft. By aligning with international travel platforms, Quanzhou ensures that its cultural traditions, such as the art of Zanhua, are showcased to a global audience.
A Unique Cultural Journey
As one of the most culturally rich places in China, Quanzhou integrates the past and the present, creatively and traditionally. One of the places in Quanzhou bringing traditional crafts back to life is the Zanhua experience in Xunpu, where tourism promotes positive change in the local community. Tourists can now enjoy “do it yourself” culture and the locals reaping the benefits of the tourism industry.
Apart from Zanhua and other attractions related to the Maritime Silk Road, Xunpu is bursting with culture. Visitors get to travel through one of the most historic areas in China, making their journey unforgettable and authentic. Quanzhou is still and will continue to be a culturally rich spot in China for tourists to discover.
The post Zanhua’s Popularity Boosts Tourism and Local Incomes in Quanzhou’s Xunpu Village, With Over Three Hundred Stores and Twenty Thousand Daily Visitors During Peak Season: Here’s More You Need To Know appeared first on Travel And Tour World.