Wang noted that his company also received many inquiries from new clients from Southeast Asia. "This surge is partly linked to the global resonance of the recently released film Dear You, which was mainly shot in the Chaoshan dialect," Wang said. "Overseas Chinese in Southeast Asia have a deep emotional connection to Chaoshan culture, while European and South American buyers show strong appreciation for its fresh aesthetic."

　　New bestsellers

　　Traditional culture has become a powerful source of inspiration for contemporary design. At the 139th Canton Fair, especially in the second phase from April 23 to 27 and the third phase from May 1 to 5, many Chinese enterprises are skillfully fusing ICH crafts and traditional Chinese cultural intellectual properties (IPs) into leather goods, apparel, and home decor.

　　With their distinctive aesthetics and rich cultural narratives, these products are captivating global buyers, who are stopping to inquire and place orders enthusiastically. This marks a standout new trend in foreign trade at this year"s fair.

　　For example, Guangzhou Textile Industry & Trade Holding launched a line of Chinese-style creative products. Chief Designer Sun Lida told the Global Times at its booth that their century-old brand used the delicate stitches of national ICH "Guangdong Embroidery" to create viral ICH-themed T-shirts.

　　"These products bring traditional skills out of museums and onto everyday wear," said Sun.

　　The company is deepening cooperation with a Singapore fashion brand to bring Lingnan (referring to southern regions of China, including Guangdong, Hong Kong and Macao) ICH haute couture aesthetics onto the international stage, Xu Ziyun, business manager at Guangzhou Textile Industry & Trade Holding, told the Global Times.