Guangdong is not far away, and the beauty is very close — Spring breeze brushes Guangdong mountains, and local products shine with a new look.

Broad goods thrive across the land, drawing visitors into Guangdong.

From Guangzhou embroidery and Guangzhou ceramics of the Thirteen Hongs, to the “Pearl River water, Guangdong grain, Lingnan clothing, Yue-family appliances” that swept across the country, and then to the “new Broad goods” represented by smart manufacturing such as smartphones and robots—generation after generation of Broad goods innovate through inheritance, remaining ever fresh in the surge of the times. Today, Broad goods have also caught the tailwind of the cultural tourism boom, sparking a “Guangdong-style new trend.”

Tourists play at Lingnan Tiandi in Foshan. Photo by Chen Bin

A bolt of silk, a kiln for ceramics—non-heritage artisans’ intent creates great Broad goods

In the Xiangyun silk sun-drying yard of Longjiao Subdistrict, Shunde, one piece after another of Xiangyun silk is laid out and dried in a sun-drying yard spanning thousands of square meters. The ochre-red fabric billows in the light breeze, as if draping the earth in a flowing vermilion robe.

“More than a dozen years ago, this scene震撼ed me deeply.” Xing Lili, vice chairwoman of the Guangdong Intangible Heritage Promotion Association and founder of the Dexi Sienliao brand, recalls the scene of her first walk into a Xiangyun silk production site; she is still thrilled: “Workers spread the embryo fabric that has been sun-dried, dip a huge brush in fine river clay and carefully paint it on, then seal the fabric, wash it, and repeat like this. Only through the intricate process of ‘three washes, nine boils, eighteen sun-drys’ can you get a truly Xiangyun silk.”

Xiangyun silk is acclaimed as “soft gold.” It is a traditional fabric unique to Shunde, and one of the most representative kinds of intangible-heritage Broad goods. How can intangible-heritage Broad goods be reinvigorated? In Xing Lili’s view, only by activating the inner genes of intangible-heritage culture can Broad goods truly “go viral.” “Xiangyun silk has a kind of aesthetic quality that is restrained and understated yet not lacking in strength. We collaborated with the stage drama ‘Yongchun.’ Through fashion and prop design based on Chinese aesthetics, we helped more audiences recognize Xiangyun silk. In addition, we integrated Xiangyun silk into furniture, stationery, and more, and held an art exhibition of Xiangyun silk. Through cultural tourism displays, we let more people understand the old craft skill and artisan heart behind Xiangyun silk, making this intangible-heritage Broad goods card a distinctive one for Guangdong’s cultural tourism.” Xing Lili said.

Tourists play at the Nanfeng Ancient Kiln scenic area in Foshan. Photo by Qiu Huo

Made into great Broad goods by intangible-heritage artisan spirit, and invigorated in consumer energy through cultural tourism integration. For 500 years, the charm of arts-and-crafts Broad goods represented by Foshan ceramics has never dimmed. The Nanfeng Ancient Kiln, praised as a “living fossil of ceramics,” has explored a practical path of conservation-based use coupled with creative development.

With a kiln that is already over 500 years old, can it still be fired? Li Yuxuan, in charge of the Nanfeng Ancient Kiln scenic area in Foshan, tells reporters that not only can it still be fired, it can also let every visitor experience “adding firewood and adding pay.”

“The Nanfeng Ancient Kiln is the traditional coal-burning dragon kiln in the world that has been preserved the most completely and has been continuously used for the longest time. To this day, it still maintains a usage frequency of firing one kiln per year and firing once to twice per month.” Li Yuxuan explains. Keeping it in conservation-based use allows the intangible-heritage skills of dragon kiln firing to continue. And to help more people understand this skill, relying on the ancient kiln ruins, the Nanfeng Ancient Kiln scenic area upgrades and renovates surrounding residential compounds and workshops, brings in formats such as ceramics art spaces, art studios, and trend-driven cultural and creative products, and creates an end-to-end chain of “visit—experience—consume.”

A featured ceramics shop inside the Nanfeng Ancient Kiln scenic area in Foshan. Photo by Wang Jian

“Here, visitors can not only experience activities such as the kiln-opening ritual and ‘adding firewood and adding pay,’ as well as intangible-heritage hands-on making, they can also take cultural and creative products such as Foshan figurines home. More and more young people are getting into ceramics Broad goods, and they all have a special fondness for this ‘Lingnan spirit.’” Li Yuxuan said.

Tourists shop at a cultural and creative store in the Nanfeng Ancient Kiln scenic area in Foshan. Photo by Qiu Huo

One museum, one street—cultural tourism integration incubates distinctive cultural and creative products

Drums and gongs thunder, and firecrackers crackle with roaring sound; lions leap into the air, riding waves of laughter.

In the Zumiaog Museum in Foshan, a lion dance performance is in full swing. Two performers play two golden-red lions, running and leaping across the square in step with the drums; at times they interact with visitors outside the venue, and then suddenly they fly onto plum-blossom wooden stilts. With every twist and move, they bring to life the lions’ different moods—comical and cute, or majestic and imposing. The audience bursts into cheers from time to time.

A lion dance performance at the Zumiaog Museum in Foshan attracts many visitors. Photo by Chen Bin

After the show ends, many visitors come to the museum’s cultural and creative stores to pick up cultural and creative products such as lion dance figurines and lion dance refrigerator magnets. “Just watching the lion dance performance made my heart surge. I want to bring the same-style lion dance cultural and creative products to friends in my hometown, and recommend that they all come to check it out!” said Mr. Wang, a visitor from Hebei.

Nowadays, watching performances and buying cultural and creative products have become must-do options for many visitors to the Zumiaog Museum. Yang Lili, deputy director of the Zumiaog Museum in Foshan, introduced: “Over the past year, the Zumiaog Museum in Foshan hosted more than 1,300 lion dance performances, achieving year-round regular shows across 365 days. In 2025, sales revenue of cultural and creative products exceeded 8B yuan, with sales comprising 80%.”

At the Zumiaog Museum in Foshan, visitors interact with the lion dance. Photo by Chen Bin

Not only lions. The Foshan Zumiaog gathers cultural treasures such as Lingnan architecture, Yue opera, martial arts, clay sculptures, and plaster sculptures. It is a core landmark of Lingnan culture. Yang Lili said that in recent years, the Zumiaog Museum has built diversified integration models such as “intangible heritage + exhibitions and performances” and “intangible heritage + cultural and creative products.” Standing on its own cultural resources, it has gone deep into cultural and creative product development. Relying on cultural elements such as clay sculptures, martial arts, and Yue opera, it has successfully created more than 750 viral cultural and creative Broad goods items with strong market appeal, including lion dance figures, Foshan Kung Fu, Foshan Yue opera, and more.

Across a one-street distance from the Zumiaog Museum, at Lingnan Tiandi, a cultural tourism commercial district, cultural tourism Broad goods represented by cultural and creative products are also in high demand. Lion-sound speakers in lion shapes, mini lion dance refrigerator magnets, Foshan special cultural and creative hand gifts… “Cultural tourism integration gives Broad goods new scenarios. We blend Lingnan culture into cultural and creative products, so that while visitors are touring, they can also ‘take home’ Guangdong’s intangible-heritage culture and the beautiful meanings behind it.” said Chen, the owner of a cultural and creative shop.

Tourists shop and relax at Lingnan Tiandi in Foshan. Photo by Qiu Huo

A factory, a village—new scenarios enable Broad goods to ‘go viral’

From intangible-heritage Broad goods to new cultural and creative offerings, the meaning of Broad goods is continuously growing richer. The “broad” in Broad goods is both upholding and innovating upon the vast connotations of Lingnan culture, and exploring limitless possibilities in broad new consumer scenarios.

“ This soy sauce ice cream is our most ‘go-viral’ ‘internet-famous’ product. Almost every visitor comes to check it out and taste it.” At Hai Tian Yangguang Factory in Gaoming District, Foshan, Mi Keyu, head of the Yangguang Castle at Haitian Weiye, hands a reporter a scoop-shaped ice cream cup modeled after a soy sauce jar. When you open the lid, the cream is no different from ordinary ice cream; but in the careful taste, you can pick up a hint of soy sauce’s savory saltiness—leaving a lasting impression.

An ice cream cup modeled after a soy sauce jar in Haitian Yangguang Factory. Photo by Qiu Huo

Hai Tian Yangguang Factory is one of the production bases of Haitian Weiye. Inside the factory, Mi Ya’s Yangguang Castle is an industrial tourism attraction Haitian Weiye has created. Here, visitors can not only learn about the traditional craft of brewing at close range, and the entire process of soy sauce from ingredients to finished product, but also experience customized soy sauce and soy sauce derivative products and other signature offerings. “Haitian soy sauce has long been a representative Broad goods of ‘Foshan manufacturing.’ In recent years, by building this new scenario for industrial tourism, we have realized ‘integration of production and tourism.’ We hope to broaden visitors’ and consumers’ imagination of seasoning products, and while promoting our products, enrich consumption and tourism experiences. Innovative products such as soy sauce coffee, soy sauce beverages, and fruit dipped in soy sauce also help seasoning Broad goods enter more people’s vision.” Mi Keyu said.

Mi Ya’s Yangguang Castle is an industrial tourism attraction Haitian Weiye has created. Photo by Qiu Huo

Half an hour’s drive from Mi Ya’s Yangguang Castle, Su Village appears in view. Once, it was a so-called “hollow” village marked by poor environmental conditions and weak economic strength. But now, it has become a viral check-in village powered by a锦鲤 culture IP.

Su Village in Gaoming District, Foshan, builds a锦鲤 culture IP. Photo by Qiu Huo

“Su Village is located in Hecheng Subdistrict on the banks of the West River. For generations, villagers have made a living from fishing. A single agricultural production model has put Su Village at a development bottleneck. We realized that only through integrated development of agriculture, culture, and tourism can Su Village regain vitality.” The person in charge of Su Village’s锦鲤 culture cultural district introduced. In recent years, Su Village has built the first锦鲤 culture cultural district in China. Here, visitors can not only admire distinctive attractions such as the world’s largest granite sculpture shaped like a dragon with a fish tail and the锦鲤 pond, but also take agricultural and specialty Broad goods home at the “Ming Xiao Shops” that gather local flavors.

Tourists take photos at Su Village in Gaoming District, Foshan. Photo by Qiu Huo

A spring breeze sweeps across Guangdong’s ridges, refreshing the look of Broad goods. Broad goods, carrying profound historical and cultural roots, are writing a new legend in the wave of cultural tourism integration—through new scenarios, new business formats, and new experiences.