In working with the artisans, Gong comes to appreciate the meticulousness of traditional handicrafts and the time and patience required to produce each piece. He realizes that bringing traditional crafts to a wider market is not simply a matter of scaling up production, but also of respecting the skills, working rhythms and craftsmanship of the artisans behind them.

　　Gong's designs speak to both tourists and local residents. Li, a Korla resident who has bought a pair of cups inspired by the city's signature fragrant pears, said the products capture her hometown's character while offering a fresh, fashionable take on local culture.

　　The stores have also gained followings on social media platform Xiaohongshu. As posts about the stores spread online, they become popular check-in spots in Korla. Gong's team now operates three stores and is collaborating with museums and galleries in Beijing's 798 Art District.

　　Gong is not alone in bringing Xinjiang's local culture to consumers. In Yili Old Town, Cao Hongbing's leathercraft workshop produces sheepskin pyrography artworks. The business has grown from two people to more than 10 employees, most of whom are local residents.

　　In Yuli County's Lop Nur Village scenic area, college students are turning local fishing and hunting traditions and folk culture into wood carvings, bookmarks and other souvenirs.

　　Local authorities are also helping young entrepreneurs bring Xinjiang's local products and cultural offerings to wider audiences. Gong's trip to Beijing, for example, was part of a promotional event by local authorities showcasing Bayingolin's specialty products and cultural and tourism resources. Other measures to support local businesses include startup loans, access to business premises and incubation services, as well as job fairs tailored to relevant industries.