Jiao-style facial makeup is popular because of its innovative creations and has captured about 80 percent of the market in the Beijing-Tianjin-Hebei region.

In a corner of Jiao's studio are some whole figures with facial makeup.

"In the past, traditional craftsmanship only focused on the facial part, but now, with the use of modern technology, we can present the entire figure," Jiao said.

The headwear, clothing, and even body movements of the characters can be meticulously depicted, conveying the emotions and unique features of the characters, he said.

This combination of tradition and modern aesthetics has made Jiao-style facial makeup highly sought after domestically and internationally.

To further promote the culture, Jiao has kept exploring the fusion of tradition and modernity.

He promotes and sells his creations online and has also ventured into using techniques such as stone carving and bas-relief to depict facial makeup.

He has also developed games, software and toys centered around facial makeup.

"Artistic innovation is the soul of Jiao facial makeup and a new challenge for my generation," Jiao said, adding that young inheritors of intangible cultural heritage need to innovate while preserving tradition.

He hopes to empower facial makeup culture through the use of information technology and scientific advancements, allowing traditional intangible heritage products and culture to be promoted worldwide.