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In recent years, to boost the tourism economy, many ethnic minority tourist attractions have introduced unique activities to attract visitors. These include promoting traditional festivals, enhancing performance experiences, and showcasing local specialties. However, as competition in the tourism industry intensifies, local governments have realized that developing these attractions should not only focus on surface-level appeal but also preserve and promote the rich ethnic cultures and histories behind them.
Ethnic minorities are an essential part of the national cultural heritage. Their vibrant and colorful traditional clothing has become a striking visual attraction for both domestic and international tourists, drawing more attention and admiration. The 56 ethnic groups in China each offer distinct cultural identities, and some less-populated groups especially fascinate foreigners with their mysterious traditions, leading to increased interest in their unique cultural practices.
According to statistics, during the global economic crisis in 2008, Yunnan earned $1.00755 billion from foreign exchange through tourism, Guangxi earned $601.66 million, Xinjiang earned $135.78 million, and Guizhou earned $116.97 million. In regions with significant ethnic populations, tourism-driven foreign exchange income is also substantial. It's clear that southwest provinces and autonomous regions, which are home to numerous ethnic groups, are aggressively developing their tourism sectors, aiming to make it a core pillar of their economies.
For example, in Dali, Yunnan, local women often wear white traditional attire, attracting many tourists who want to take photos in ethnic costumes. A set of Bai ethnic costumes for photo sessions costs around 30 yuan. Similarly, in Guilin, Guangxi, several staff members dressed in different ethnic outfits pose for photos at 10 yuan per person, with at least five people involved. This means a "national unity" photo can cost over 50 yuan, and even more for foreign tourists. Despite the price, such services remain highly popular, partly due to the girls’ warm smiles and the beauty of the traditional garments, which many see as a “gift from God.â€
These services bring considerable revenue to ethnic minority tourist areas, and the uniformed staff have become key features of these locations. On Taobao, searching for “ethnic costumes†reveals numerous shops offering a wide range of prices, from tens to hundreds of dollars, with strong sales performance in just 30 days. Though this niche market targets average consumers, it shows that ethnic clothing is gaining more popularity.
With growing awareness of corporate image, Chinese uniforms have evolved from being part of a “big clothing system†into a distinct subsystem. Industry data show that annual demand for uniforms exceeds hundreds of billions of yuan, creating a promising market for enterprises. Recently, the “Regulations on the Protection of Ethnic Folk Culture of Jingning Shezu Autonomous County†was passed by Zhejiang Province’s People’s Congress, encouraging citizens to wear traditional costumes during major festivals and events. This policy not only opens new opportunities for ethnic costume uniforms but also sets a model for other ethnic minority regions.
However, challenges remain. Traditional ethnic costumes are often handcrafted using techniques like batik and tie-dye, with natural dyes that fade easily and fabrics that are uncomfortable and hard to maintain. Modern versions, made with high-quality, lightweight, and breathable materials, are more appealing and cost-effective. While some manufacturers were hesitant due to complex production and high pricing, the booming tourism industry and government support are increasing market demand.
The Jingning regulations are just the beginning. As tourism continues to grow, local governments will further protect and promote their cultural heritage. The future of ethnic costume uniforms looks bright, with the potential to transform “minority†culture into something more widely accepted and appreciated. With innovation and preservation, the essence of ethnic culture will not be forgotten—it will become a shared treasure for all.