Visitors admire Qidong handicrafts at the Foire de Paris. [Photo/WeChat account: qidongfabu]

Traditional tiger-head-themed cultural products from Qidong, Nantong, Jiangsu province, made a striking debut at the Foire de Paris (Paris Fair), with over 200 items, including sachets, pendants, and pouches, selling out in just four days. Of the more than 10 pairs of handcrafted tiger-head shoes displayed, only three remained, according to Ji Zijing, design director of Qidong Chengyuan Culture Communication.

The products began gaining global popularity late last year, when Zhong Xiaoying, head of the company's "Zhangzhen Textile" brand, visited Fengli village in Donghai town. There, she was deeply impressed by 86-year-old Chen Xiulan, who was carefully hand-stitching a pair of tiger-head shoes. Each pair requires more than 10 meticulous steps to make, including fabric stiffening, sole stitching, and tiger-face embroidery.

Determined to preserve the endangered folk craft, Zhong began promoting the shoes in cities such as Shanghai, Shenzhen, and Shaoxing, where they received widespread acclaim. Within five months, sales had already surpassed the previous year's total. In April, the craft was officially recognized as a municipal-level intangible cultural heritage of Nantong. To further revitalize the tradition, villagers expanded their product offerings to include tiger-themed sachets, ornaments, and plush toys.

"The appeal of tiger-head shoes lies not just in being cute or the intricate craftsmanship required to make them, but also in their cultural significance as symbols of protection and good fortune," said Ji. At the Paris Fair, a French couple, touched by the symbolism, purchased a pair for their child as a gift.