China is betting that its ancient crafts can win over young consumers at home and abroad. Six government departments, led by the Ministry of Industry and Information Technology (MIIT), have issued new guidelines aimed at revitalising heritage sectors such as brewing, silk, tea, porcelain and traditional Chinese medicine.

The plan, announced at a Beijing news conference on Monday, sets a clear target: by 2030, selected centuries-old industries should produce world-class enterprises and move toward the higher end of the value chain. MIIT vice minister Xie Yuansheng acknowledged the challenge, noting that many classic products are seen as outdated and struggle to attract younger buyers. The goal is to make them “trendy” again.

By 2028, the government hopes to build 100 Chinese consumer brands and several industrial clusters, each with annual output exceeding 10 billion yuan (£1.1bn). Artificial intelligence will play a central role, digitising traditional knowledge, decoding production processes and improving both efficiency and quality.

The guidelines also cover arts and crafts such as ink sticks, writing brushes, inkstones and paper. Authorities will encourage collaborations between heritage industries and well-known designers and fashion houses, part of a broader push to blend tradition with contemporary appeal.

China is expected to host its first national exposition of heritage industries in Hangzhou next month. The initiative reflects a wider ambition: to turn cultural history into global commercial strength, and to persuade Gen Z that the old can be new again.