Intangible cultural heritage is an important symbol of China culture. However, as its original function no longer plays a great role in modern life, intangible cultural heritage can hardly be perceived by young generation and thus difficult to be inherited.

There’s a group of women living in China rural areas who grasp intangible cultural heritage skills. Constrained by living conditions, hardly could they inherit such precious skill in a sustainable manner.

Recent years, patriotism and confidence to Chinese culture have kept rising among young generation, while social awareness of she-power is also growing. It is high time to help those handcraft women and revitalize their intangible cultural heritage.

We co-worked with CWDF to revitalize the intangible cultural heritage through innovative form and help those handcraft women become the powerful Genius Moms that the younger generation loves.

In this way, our brand's trendy culture symbol and brand favorability can be strengthened.

The creative idea is to provide true support to handcraft females in rural areas with better resources and opportunities, and help them produce fashion items and connect with the young generation who shows great passion in national culture and China chic.

We collaborate with CWDF and kept donating one “Genius Mom” cooperative for each year since 2019. On top of that, we empower the females with our brand’s impact in youth culture while providing opportunities to work with female designer Feng Chen Wang and influential domestic media outlet Xinhua News Agency to jointly design fashion items utilizing their traditional skills. The fashion products were exhibited and provided in our pop culture platforms such as our concept store, drawing great public awareness as well as love from young generation for the genius moms’ fashion. In addition, we produced three documentaries about the genius moms.