Rural sports boost cultural inheritance in SW China

The finals of the Village Basketball Competition of China, known as "CunBA," recently tipped off in Taipan village, Taijiang county of Southwest China's Guizhou province.

Not far away from the basketball court, dozens of stalls sell various handicrafts to many basketball fans and tourists who come to watch the finals.

Shi Chuanying, 45, an inheritor of Miao embroidery from Shidong town, Taijiang county, came to the market with her family to display and sell her embroidery and basketball-related handicrafts.

A large colorful framed embroidery on the booth vividly shows the grand event of the "CunBA" competition, attracting visitors to admire it.

"The 'CunBA' has brought us economic benefits. Whether coaches, athletes or tourists, as long as they come to watch the games, they will buy our hand-made products. For 'CunBA', we also specially designed a plant-dyed cotton T-shirt with hand-made embroidery, which is very popular," said Shi.

In order to bring more products, Shi returned to her store and prepared for sales. She opened the store ten years ago, which features many Miao silver jewelry and embroidery products.

"In the past, Taijiang county saw many tourists only when we held important festivals. In other days, tourists were few. Right now, tourists who visit the "CunBA" basketball event will also go shopping in the county to buy embroidery, batik and other cultural and creative products," said Shi, adding that during the games, the total retail sales of her products reached 70,000 yuan ($9,500).