Millennium-old folk art attracts new following

Meanwhile, Tai Gaodi, a nianhua researcher with the Chinese National Academy of Arts, is busying herself building up the nation's most inclusive nianhua database for academic and educational use.

Young designers, too, are making immense contributions to the revival of nianhua, said Wang Jian, a mass media researcher with Nanjing University, at the seminar on nianhua's new applications.

They have teamed up with nianhua artisans to create the so-called Neo-nianhua works and nianhua spinoffs, such as mouse pads, scarves, T-shirts, pillows, bags, stickers, calendars, and smart phone cases, he explained.

"These novel products are usually characterized by common scenes from daily life, and they have easily become an integral part of contemporary life,” said Wang.

People of different ages and from different areas are making joint efforts to revive nianhua. "Most importantly, more and more young people are engaging themselves in the creation and promotion of nianhua and as such, have injected new life into the millennium-old folk art," said Chang Huixue, managing director of wodsy.com, at the nianhua conference.