Wang Linlin's shop in Sijie Block. [Photo/Nantong Daily]

As you stroll through the ancient Sijie Block, a quiet emergence of trendy new shops catches your eye. Thanks to the "Light Up Sijie" initiative in Chongchuan district, Nantong, this historic area is experiencing an energetic revival.

So far, 18 trendy shops have opened, many led by female entrepreneurs. Some were born and raised in Nantong, others have embraced it as their new home, and others have returned after studying elsewhere. With diligence and resilience, these entrepreneurs have planted the seeds of their dreams in these backstreets, bringing them to fruition.

Among them is Wang Linlin, a post-90s female shopkeeper. A native of Nantong, Wang's childhood memory of Sijie Block is the unforgettable aroma of stinky tofu. "During summer vacations, when I went to the bookstore, I could smell it from a distance on the bus," she said.

In 2023, Wang embarked on her entrepreneurial journey, initially organizing various craft activities related to intangible cultural heritage. While hosting wellness events, she noticed a particular interest in traditional Chinese medicine: Making wellness hammers and DIY sachets was popular among the consumers. As one of the first shopkeepers to settle on the block, she decided to focus on traditional Chinese medicine.

Handmade products are on display at Wang Linlin's shop in Sijie Block. [Photo/Nantong Daily]

The core product of her shop is DIY sachets. Unlike traditional sachets, these allow customers to choose their own fabric and accessories and, most importantly, grind the herbs themselves. "Kids have never seen a mortar and pestle before, and they love it," Wang said. "The process of grinding the herbs into powder is fascinating for them." Each herbal sachet is hand-wrapped using traditional Chinese medicine techniques.

"Young people first engage with traditional culture visually. If they like what they see, they're more willing to learn about it," she said. This approach has proven successful. Last May, her shop's monthly revenue exceeded 30,000 yuan ($4,400), setting a new record since opening.

After a year and a half of operation, Wang has refined her product offerings. Initially focusing on DIY sachets, she discovered an unexpected hit with her handmade soaps, which boast the highest repurchase rate. "I use this Polygonum multiflorum and Chinese arborvitae leaf shampoo bar myself, and it has really helped grow new hair," she said. "People are under a lot of stress and are losing hair, and this product has received positive feedback from our customers." She plans to create a new brand focusing on herbal hair care.

Her unique creativity has attracted a large following to her shop. Her design, "Oriental Beauty Qipao Bag", has gained popularity on Xiaohongshu, or RedNote, combining qipao elements with modern fabric art in a simple yet elegant design.

From ICH crafts to traditional Chinese medicine cultural products, from one shop to two shops, and then to a company, this young woman continues to experiment and consolidate her efforts. "I have a lot of ideas, but now I need to focus on deepening the truly good ones," she said.