As one of China’s most renowned historical cities, Jingdezhen—often referred to as the “Porcelain Capital of the World”—has a legacy of over a thousand years in ceramic craftsmanship. In recent years, the city has embarked on a bold journey to reinvent its cultural identity through creative tourism. By blending ancient artistry with digital innovation, Jingdezhen aims to offer visitors not just a sightseeing experience, but a deep, participatory engagement with its heritage. In this interview, Chai Lu, a representative from Jingdezhen’s cultural and tourism bureau shares insights on the city’s challenges, strategies, and future vision for creative tourism.
“We have always adhered to one City, one Dream. As one we have been striving, with faith we will certainly thrive.”
—— Chai Lu, Focal Point, Jingdezhen Ceramic Culture International Exchange Center
Q: Could you please briefly introduce your city’s cultural and creative DNA?
A: Jingdezhen’s cultural and creative DNA is fundamentally rooted in ceramics. With over 1,000 years of continuous porcelain production, it is internationally recognized as the “Porcelain Capital of the World.”
The city’s identity is defined by a deeply embedded ceramic culture that merges craftsmanship, art, innovation, and tradition. From the imperial kilns of the Ming and Qing dynasties to today’s vibrant studios and workshops, the culture of making is not only preserved but reimagined. Ceramic art is everywhere—in our architecture, our daily life, and our collective memory. But what sets Jingdezhen apart is its ability to evolve: while honoring its heritage, it embraces new materials, digital tools, and cross-cultural artistic collaboration.
Creative spaces like the Taoxichuan Cultural and Creative Block and the Changnanli Art Center serve as platforms where ancient traditions meet global contemporary design, fostering a spirit of creative entrepreneurship and cultural innovation.
Q: Why did your city choose to join the UNESCO Creative Cities Network?
A: Jingdezhen sought to join the UNESCO Creative Cities Network (UCCN) to share its unparalleled ceramic legacy with the world and to participate in a global dialogue about creativity as a driver of sustainable urban development. The motivations were twofold: to promote international cooperation and cultural exchange, and to support the transition from a traditional manufacturing-based city to a creative, knowledge-driven economy. We also saw UCCN as a way to learn from other cities—how they harness culture and creativity for inclusive growth, urban regeneration, and tourism. Through the network, we aim to elevate Jingdezhen’s profile globally, attract cultural investment, and build partnerships that can reinforce our efforts in education, innovation, and preservation of intangible heritage. We believe that creativity is a key to addressing 21st-century challenges, and Jingdezhen has a vital voice in that conversation.
Q: What are the main cultural and creative policies or projects currently being developed in your city?
A: Jingdezhen is implementing a series of forward-looking cultural and creative policies that emphasize heritage protection, innovation, sustainability, and talent development. Among our flagship initiatives is the comprehensive transformation of the Taoxichuan area—once an old industrial site, now a cultural and creative park housing museums, artist studios, startups, and design schools. Another key project is the Changnanli Art Center, which integrates traditional ceramic techniques with contemporary art and digital experiences.
On the policy side, we promote public-private collaboration, support ceramic-themed festivals and exhibitions, and encourage participation in international ceramic art residencies. We’re expanding professional education through partnerships with universities, and we’ve established maker platforms and incubators to cultivate young talent. At the same time, we’ve implemented digital and environmental regulations to ensure the sustainable growth of creative industries. We are also promoting the integration of ceramics with other cultural forms like tea culture, folk opera, and rural tourism.
Q: How would you define creative tourism from your city’s perspective?
A: In Jingdezhen, creative tourism is about immersive, participatory experiences that allow visitors to not just observe but actively engage with our ceramic culture. It means going beyond traditional sightseeing to create opportunities where tourists become co-creators—making their own pottery, learning from master artisans, or experiencing historical kiln firings.
Creative tourism in our context is deeply educational, emotional, and rooted in heritage. It enables meaningful interaction with local communities and offers personalization, allowing tourists to connect with the spirit of Jingdezhen in ways that resonate with their own interests. It also includes digital experiences such as AR-guided tours, VR recreations of historical sites, and interactive storytelling. Ultimately, creative tourism helps preserve our traditions while adapting them to contemporary lifestyles and tourist expectations.
Q: What are the key creative tourism assets that contribute to your city’s development strategy?
A: Jingdezhen’s creative tourism assets are rich and diverse. Our foremost asset is, of course, our living ceramic culture, which encompasses both tangible heritage—like the imperial kiln ruins—and intangible skills passed down through generations.
Institutions like the China Ceramic Museum and the Ceramic University provide educational and research support. Creative spaces such as the Taoxichuan and Changnanli districts host workshops, exhibitions, and artist residencies. Signature events like the Jingdezhen International Ceramic Fair and the Global Ceramic Carnival attract global attention and participation. Traditional villages like Sanbao and the communities of kiln masters, designers, and craftspeople form the backbone of our creative ecosystem. These assets work in synergy to create a compelling cultural environment that supports sustainable tourism and creative industries.
Q: Could you share some successful initiatives or best practices that illustrate your city’s approach to creative tourism? What made them effective?
A: Certainly. One standout example is the “Porcelain Comic Bazaar” hosted at the Changnanli Art Center. This event combines ceramic art with digital animation and comics, using VR technology to allow tourists to explore ceramic narratives across time. Another is the “Meta-universe Kiln” project, where visitors can wear AR devices and experience a fully reconstructed Song Dynasty dragon kiln in operation. These initiatives are successful because they bridge tradition and technology, attract young tourists, and offer unique, story-driven experiences.
Other best practices include the development of ceramic-themed accommodations and immersive courses that allow travelers to learn wheel throwing or glaze painting. The integration of the “Explore Jingdezhen” smart tourism platform also plays a key role, offering seamless services from booking to navigation. These projects are effective due to their cultural authenticity, interactivity, and ability to stimulate both emotional connection and economic activity.
Q: How does your city assess the impact of its creative initiatives, particularly in the field of creative tourism?
A: We use a multi-dimensional assessment framework combining quantitative and qualitative tools. On the quantitative side, we track tourism numbers, economic performance of creative businesses, number of cultural events, and participation in creative workshops. We also measure social media engagement, digital traffic, and online reviews, especially through platforms like TikTok and WeChat.
Qualitatively, we conduct visitor surveys and community feedback sessions to understand satisfaction levels and perceived cultural value. We work closely with academic institutions to study the socio-economic impact of creative tourism on local communities. Internally, we evaluate the performance of initiatives based on indicators like innovation level, heritage protection, community participation, and sustainability. This comprehensive approach allows us to adjust strategies and ensure long-term cultural and economic benefits.
Q: What challenges has your city encountered in promoting creative tourism, and how have you addressed them?
A: We have encountered several challenges. Firstly, product homogenization: some tourism products mimicked successful models from other cities without highlighting our own unique ceramic culture, leading to a lack of differentiation. Secondly, a lack of innovation awareness among some tourism practitioners led to an over-reliance on traditional sightseeing models that don’t meet the expectations of modern tourists.
We also faced marketing limitations—traditional advertising and travel agency cooperation alone couldn’t effectively reach younger, digital-native travelers. Furthermore, sustainability concerns arose due to over-commercialization and short-term development strategies that risked damaging the ecological and cultural environment. Lastly, we faced a shortage of cross-disciplinary talent who understand both ceramic culture and creative tourism.
To address these, we emphasized cultural originality and improved design, launched immersive cultural experiences using AR and VR, and diversified our marketing channels through social media and online content. We implemented regulations to protect cultural and natural resources and worked with local universities to create programs that train new creative tourism professionals. We also offer incentives to attract talent from other regions.
Q: How do local communities participate in or benefit from creative tourism projects?
A: Local communities are both the foundation and beneficiaries of creative tourism in Jingdezhen. Economically, many artisans earn income by offering workshops, selling handmade items, or hosting tourists in homestays. Local vendors, performers, and service providers also benefit from increased tourist footfall. Creative tourism has revitalized old neighborhoods and provided job opportunities in both urban and rural areas.
Beyond economics, the impact is cultural and social. Residents experience renewed pride in their heritage and are actively engaged in preserving and promoting it. Young people are returning to Jingdezhen to start creative businesses or learn traditional crafts. Intergenerational transmission of skills has increased, and communities have become more cohesive through collaborative events and cultural projects. We ensure that tourism projects are inclusive and community-driven, so the benefits are shared widely.
Q: What role does digital innovation or technology play in your city’s creative tourism efforts?
A: Digital innovation is central to Jingdezhen’s creative tourism strategy. We have developed the “Explore Jingdezhen” smart tourism system, which offers integrated services such as QR-based ticketing, intelligent navigation, parking assistance, and “one-code” access to dining and accommodations. We use AR and VR to create immersive experiences of historical kilns and ancient firing rituals, allowing tourists to travel through time virtually.
In cultural preservation, 3D laser scanning helps digitally archive industrial heritage, and AI tools support real-time feedback in pottery education. For production, 3D printing and digital twin technologies allow efficient and accurate porcelain creation. NFTs are being used for digital ceramic art and traceability of products. On the promotional front, we leverage TikTok, Instagram, and other platforms for viral campaigns—like the “Silent Bodhisattva” IP, which garnered over 100 million views. These technologies not only enhance the tourist experience but also ensure sustainable, data-driven development of our creative economy.
Q: What are your future goals or visions regarding creativity and tourism in your city?
A: Looking forward, our vision is to establish Jingdezhen as a world-class creative tourism destination. We plan to deepen the integration of “ceramics, tea, opera, and tourism” by developing thematic routes, upgrading rural tourism infrastructure, and refining local homestays. We aim to strengthen the county-level cultural economy and diversify offerings to include study tours, exhibition tourism, sports tourism, and leisure agriculture.
On an international level, we are boosting inbound tourism by leveraging our 240-hour visa-free policy and improving services like multilingual guides, airport shuttles, and cross-border payment systems. We’re also working to align Jingdezhen’s events with global promotion plans and expanding the reach of our ceramic culture through social media and cultural exchanges.
We envision creating joint tourism products with nearby World Heritage sites and building regional cooperation zones, such as the “1-hour Chinese World Heritage Agglomeration Area” and the “2-hour Golden Tourism Belt” along the high-speed rail network. Our broader goal is to transform Jingdezhen into a vibrant, inclusive, and globally connected city where creativity is a way of life.
