In Jiaojiang district, Taizhou, Zhejiang province, traditional industries are blending heritage preservation with modern innovation to rejuvenate their offerings.

Recently, a concert in Jiaojiang spotlighted the mung bean cakes of the time-honored Hongji brand.

"The organizers approached us to feature Hongji's traditional pastries as one of the souvenirs. In the end, we choose to make small-size, visually appealing mung bean cakes that can be kept for a relatively long period," said Ding Tanyang, general manager of Zhejiang Hongji Catering Management Co.

To better meet the taste of young consumers, Hongji has refined the pastry's texture and reduced sweetness, leading to a surge in online orders.

Hongji continues to push boundaries with new creations like mooncakes with the flavor of Moutai liquor and edible bird's nests. It also blends Taizhou's natural beauty with traditional mooncake packaging.

Meanwhile, Taizhou embroidery is breaking barriers by collaborating with international fashion brands.

Last year, Zhejiang Taixiu Clothing Co established collaborations with French brands Darphin and Elle to make a New Year gift box using the unique relief technique of Taizhou embroidery.

"It was our first time cooperating with international brands. The intangible cultural heritage was presented in such a unique way, allowing its charm to be seen by more international friends," said Lin Xia, president of the company, also a master of Taizhou embroidery.

Furthermore, Taizhou embroidery's collaborations in films, TV shows, and other programs infuse new aesthetics and functions into this traditional craft, attracting a younger audience to embrace the brand.