Apprentices color a painting entitled "One Hundred Tigers" in artist Zhao Quanxi's studio in Wanggongzhuang Village in central China's Henan Province (LI BO)

To expand the tiger cultural industry, Wanggongzhuang invested 16 million yuan ($2.55 million) to build a tiger cultural community, housing over 60 studios for farmer painters.

In addition to tiger paintings, a series of other tiger products such as tiger-shaped hats, shoes and pillows have also been developed in the village, which have been well received on the market.

Currently, the village has also boosted the economy in adjacent villages with its painting business.

While the arts and handicrafts industry is booming in rural areas, it still faces some problems and challenges.

"Quality should be given more attention when making handicraft products," warned Feng Jicai, Member of the 12th CPPCC National Committee and Vice President of China Federation of Literary and Art Circles.

"Rural cultural industry should be developed in a balanced and sustainable way," he told ChinAfrica.

Yan Gongda, Member of the 12th CPPCC National Committee and Vice Chairman of Jiangsu Federation of Literary and Art Circles, agrees with Feng's view. "Over advertising and packaging should be avoided," he said. "Innovation is also important, and products should meet customers' practical and aesthetic needs."

Social significance

With an increasing number of farmers finding jobs in cities, the rural population has decreased in many places. But in Shandong, where arts and handicraft businesses flourish, more and more young and middle-aged people choose to work at home, according to Pan's research.

"We can take advantage of stay-at-home handicraft-making as a feasible solution to problems related to the aging population, and also attracting migrant workers back to rural areas," said Pan.

"In addition to their gains from agricultural production, farmers in Shandong earn about 10,000 yuan ($1,595) every year on average by making handicrafts," he said. "It's quite a handsome income."

Working from home gives Xiao more time to spend with his family. "Young people in our village are employed locally," he said. "So there are no unattended children and seniors in our village."

 An art school for training young artists will start recruiting students soon, as the village plans to train over 2,000 professional painters in the next three years to pass down the village's tradition.

"The facilities and environment have been bettered, yet our painting skills should also be improved, as these are the foundations of this industry," Xiao stressed.

Feng Jicai, Member of the 12th CPPCC National Committee, Vice President of China Federation of Literary and Art Circles and Chairman of Chinese Folk Literature and Art Society (LIU JIAN)

"Rural folk culture preserves the cultural genes and historical memories of our nation. It is our root, which provides fertile ground for our national spirit to grow."

Pan Lusheng, Member of the 12th CPPCC National Committee, Chairman of Shandong Federation of Literary and Art Circles and President of Shandong University of Art and Design (LIU JIAN)

"The arts and handicrafts industry is a typical recycling economy, and the materials all come from rural areas. For example, willow woven products are made of willows; straw plaits are made of unneeded wheat straw."

"Handicraft-making should integrate traditional art forms and the aesthetic needs of the times. For instance, by adding modern music, the traditional Yangge dance can be adapted into a new style, making the performance richer on the stage."