Qiang Costumes in Maoxian, Sichuan Province:  The Revival of Chinese Minority Identity for Application in Design

Guangfu Chen; Prathabjai  Suwanthada

doi:10.29333/ejecs/1768

Authors

Guangfu Chen Mahasarakham University https://orcid.org/0009-0003-2962-5944
Prathabjai Suwanthada Mahasarakham University, Mahasarakham, Thailand https://orcid.org/0009-0008-1656-3584

DOI:

https://doi.org/10.29333/ejecs/1768

Keywords:

design application, ethnic culture, heritage, Qiang costumes, traditional fabric

Abstract

The purpose of this investigation was to fulfill three objectives: (1) to study the characteristics, connotations and reflected history and social development of Qiang costumes; (2) to study and analyze the cultural identity of Qiang Costumes for development into local products and (3) to design products inspired by Qiang Costumes in Maoxian County, Sichuan. The focus community was the Qiang people in Maoxian County, Sichuan Province, with the research population including local government workers, product sellers, design experts, and target consumers. Using a mixed-methods approach that combined qualitative and quantitative methodologies, the researchers gathered data through surveys, interviews, observations, and questionnaires. Results show that Qiang fabrics in Maoxian County are characterized by a number of local patterns, including fire, clouds, and flowers. These are incorporated into a rich and distinctive ethnic clothing identity. The researchers designed five everyday items based on the symbolism of Qiang clothing: a keychain, tableware, a bookmark, a fridge magnet, and a phone case. A questionnaire distributed to the target group found that the general level of consumer satisfaction with the products was at a very good level (x = 4.83). This investigation provides invaluable insights into the interplay between cultural preservation and economic development, highlighting the crucial role of integrating traditional Qiang culture into modern product design strategies.

Downloads

Download data is not yet available.

Author Biographies

Guangfu Chen, Mahasarakham University

Guangfu Chen is from Yibin, Sichuan, China, and is a masters candidate at Mahasarakham University, Thailand. Their research is deeply rooted in national clothing culture, with a focus on character modeling design and art design. Guangfu Chen is currently engaged in teaching character modeling design, combining academic pursuits with practical instruction, bridging the gap between traditional cultural expressions and contemporary art design.

Prathabjai Suwanthada, Mahasarakham University, Mahasarakham, Thailand

Dr. Prathabjai Suwanthada is an associate professor currently teaching at the Faculty of Fine and Applied Arts at Mahasarakham University. They are an expert in product design and development. They received a Bachelors degree in Educational Technology from Srinakharinwirot University, a Masters degree in the same field from Mahasarakham University, and a Ph.D. in Product Design from Ubon Ratchathani University. Dr. Prathabjai Suwanthada‘s research focuses on the study and application of local wisdom and cultural heritage in product development, exploring various dimensions of cultural integration.

References

Abramson, D., & Qi, Y. (2011). ‘Urban-rural integration’ in the earthquake zone: Sichuan‘s post-disaster reconstruction and the expansion of the Chengdu metropole. Pacific Affairs, 84(3), 495–523. https://doi.org/10.5509/2011843495 DOI: https://doi.org/10.5509/2011843495

Aguinis, H., & Henle, C. A. (2004). Ethics in research. In S. G. Rogelberg (Ed.), Handbook of research methods in industrial and organizational psychology (pp. 34–56). Blackwell. DOI: https://doi.org/10.1002/9780470756669.ch2

An, Q. (2011). To dress or not to dress: Body representations of the ethnic minorities on China's Southwestern frontiers. Inner Asia, 13(1), 183–203. https://doi.org/10.1163/000000011797372878 DOI: https://doi.org/10.1163/000000011797372878

Asplet, M., & Cooper, M. (2000). Cultural designs in New Zealand souvenir clothing: The question of authenticity. Tourism Management, 21(3), 307–312. https://doi.org/10.1016/S0261-5177(99)00061-8 DOI: https://doi.org/10.1016/S0261-5177(99)00061-8

Black, A. (2010). Gen Y: Who they are and how they learn. Educational Horizons, 88(2), 92–101. https://www.jstor.org/stable/42923795

Chen, T. (2012). The rescue, conservation, and restoration of heritage sites in the ethnic minority areas ravaged by the Wenchuan Earthquake. Frontiers of Architectural Research, 1(1), 77–85. https://doi.org/10.1016/j.foar.2012.02.006 DOI: https://doi.org/10.1016/j.foar.2012.02.006

Cheng, B. (2020). Research on the current situation and promotion strategy of Qiang embroidery inheritance in Qiang Village of Xiuxi based on the perspective of living inheritance. Open Access Library Journal, 7(11), 1–9. https://doi.org/10.4236/oalib.1106926 DOI: https://doi.org/10.4236/oalib.1106926

Chew, M. (2007). Contemporary re-emergence of the Qipao: Political nationalism, cultural production and popular consumption of a traditional Chinese dress. The China Quarterly, 189(1), 144–161. https://doi.org/10.1017/S0305741006000841 DOI: https://doi.org/10.1017/S0305741006000841

Cohen, E. (1989). The commercialization of ethnic crafts. Journal of Design History, 2(2/3), 161–168. https://doi.org/10.1093/jdh/2.2-3.161 DOI: https://doi.org/10.1093/jdh/2.2-3.161

Cohen, E. (2000). The commercialized crafts of Thailand: Hill tribes and lowland villages. University of Hawaii Press.

Cohen, E. (2008). Southeast Asian ethnic tourism in a changing world. Asian Anthropology, 7(1), 25–56. https://doi.org/10.1080/1683478X.2008.10552578 DOI: https://doi.org/10.1080/1683478X.2008.10552578

Cresswell, J. W., & Cresswell, D. (2018). Research design: Qualitative, quantitative and mixed methods approaches (5th ed.). SAGE Publications.

Deng, Y. (2023). Based on the comparison of similar patterns among different ethnic minorities: A case study of Illicium. In 4th International Conference on Literature, Art and Human Development (ICLAHD 2022) (pp. 1362–1366). Atlantis Press. DOI: https://doi.org/10.2991/978-2-494069-97-8_174

Denzin, N. K. (2017). Sociological methods: A sourcebook. Routledge. DOI: https://doi.org/10.4324/9781315129945

Dwidienawati, D., Abdinagoro, S. B., Gandasari, D. & Tjahjana, D. (2021). Do generation Y and Z really concern about environmental issues? IOP Conference Series: Earth and Environmental Science, 729(1), Article 012137. https://doi.org/10.1088/1755-1315/729/1/012137 DOI: https://doi.org/10.1088/1755-1315/729/1/012137

Elomba, M. N., & Yun, H. J. (2018). Souvenir authenticity: The perspectives of local and foreign tourists. Tourism Planning & Development, 15(2), 103–117. https://doi.org/10.1080/21568316.2017.1303537 DOI: https://doi.org/10.1080/21568316.2017.1303537

Fang, P., Chen P., & Zhang, D. (2019). A study on the authenticity of ethnic tourism from the perspective of community residents: Taking Jiu Zhaigou Song and dance performance as an example. Frontiers in Management Research, 3(4), 143–148. https://doi.org/10.22606/fmr.2019.34001 DOI: https://doi.org/10.22606/fmr.2019.34001

Flick, U. (2018). Triangulation in data collection. In U. Flick (Ed.), The SAGE handbook of qualitative data collection (pp. 527–544). SAGE Publication. DOI: https://doi.org/10.4135/9781526416070.n34

Fu, C. (2023). New fashion identity and the state in China: A decolonial interpretation. Fashion Theory, 27(4), 581–602. https://doi.org/10.1080/1362704X.2023.2166205 DOI: https://doi.org/10.1080/1362704X.2023.2166205

Gertner, R. K. (2019). The impact of cultural appropriation on destination image, tourism, and hospitality. Thunderbird International Business Review, 61(6), 873–877. https://doi.org/10.1002/tie.22068 DOI: https://doi.org/10.1002/tie.22068

Grose, T. (2020). Veiled identities: Islam, Hui ethnicity, and dress codes in Northwest China. Journal of Islamic and Muslim Studies, 5(1), 35–60. https://doi.org/10.2979/jims.5.1.02 DOI: https://doi.org/10.2979/jims.5.1.02

Halcomb, E., Massey, D., & Oozageer Gunowa, N. (2023). Mixed methods research. In D. Jackson, E. Halcomb & H. Walthall (Eds.), Navigating the maze of research: Enhancing nursing and midwifery practice (pp. 125–137). Elsevier.

Hall, A., Towers, N., & Shaw, D. R. (2017). Understanding how millennial shoppers decide what to buy: Digitally connected unseen journeys. International Journal of Retail & Distribution Management, 45(5), 498–517. https://doi.org/10.1108/IJRDM-11-2016-0206 DOI: https://doi.org/10.1108/IJRDM-11-2016-0206

Han, L., Berry, J.W. & Zheng, Y. (2016). The relationship of acculturation strategies to resilience: The moderating impact of social support among Qiang ethnicity following the 2008 Chinese Earthquake. PloS One, 11(10), Article e0164484. https://doi.org/10.1371/journal.pone.0164484 DOI: https://doi.org/10.1371/journal.pone.0164484

Hatch, J. A. (2023). Doing qualitative research in education settings. State University of New York Press. DOI: https://doi.org/10.1515/9781438494623

He, X., & Chen, Y. (2019). Research on policy protection for intangible cultural heritage of Qiang embroidery in Aba Tibetan and Qiang Autonomous Prefecture. Academic Journal of Humanities & Social Sciences, 2(2), 200–205. https://doi.org/10.25236/AJHSS.040062

Healy, R. G. (1994). Tourist merchandise as a means of generating local benefits from ecotourism. Journal of Sustainable Tourism, 2(3), 137–151. https://doi.org/10.1080/09669589409510691 DOI: https://doi.org/10.1080/09669589409510691

Her, V. K., & Buley-Meissner, M. L. (2021). The Miao people and Chinese ethnic tourism: Happy minorities and harsh realities. International Journal of the Image, 12(1), 37–43. https://doi.org/10.18848/2154-8560/CGP/v12i01/37-43 DOI: https://doi.org/10.18848/2154-8560/CGP/v12i01/37-43

Hu, B.-Y., & Wang, W. (2016). From nomadic to farming memory: Qiang ethnic minority dress pattern of migration pick in embroidery. 2016 International Academic Conference on Human Society and Culture [Online] https://scholar.archive.org/work/w2jg7nkmuvf43eajk4mibegjem/access/wayback/http://dpi-proceedings.com/index.php/dtssehs/article/download/3533/3182

Husa, L. C. (2020). The ‘souvenirization’ and ‘touristification’ of material culture in Thailand - mutual constructions of ‘otherness’ in the tourism and souvenir industries. Journal of Heritage Tourism, 15(3), 279–293. https://doi.org/10.1080/1743873X.2019.1611835 DOI: https://doi.org/10.1080/1743873X.2019.1611835

Li, J., & Yu, W. (2023). Ethnic clothing, the exercises of self-representation, and fashioning ethnicity in Xishuangbanna, Southwest China. Fashion Theory, 27(6), 797–832. https://doi.org/10.1080/1362704X.2023.2189999 DOI: https://doi.org/10.1080/1362704X.2023.2189999

Li, Q. (2017). The reconstruction of the Sichuan Earthquake: Fieldwork observation and examination of the news coverage of the Qiang ethnic group [Master’s thesis, , University of Delaware]. http://udspace.udel.edu/handle/19716/21244

Li, Y. (2022). Ethnicity in the clouds: Heritage governance in post-disaster Qiang communities in Sichuan Province, China [Doctoral Dissertation, University of Massachusetts Amherst]. https://doi.org/10.7275/31036807

Liang, R., Guo, H., Liu, J., & Liu, Z. (2020). Scenic image research based on big data analysis: Take China’s four ancient cities as an example. KSII Transactions on Internet and Information Systems (TIIS), 14(7), 2769–2784. http://doi.org/10.3837/tiis.2020.07.002 DOI: https://doi.org/10.3837/tiis.2020.07.002

Lissitsa, S., & Kol, O. (2016). Generation X vs. Generation Y: A decade of online shopping. Journal of Retailing and Consumer Services, 31(1), 304–312. https://doi.org/10.1016/j.jretconser.2016.04.015 DOI: https://doi.org/10.1016/j.jretconser.2016.04.015

Long, Y., He, Y., Yu, C., & Chen, M. (2018). The development status and protection of traditional Qiang ethnic minority villages. AIP Conference Proceedings, 1944(1), Article 020018. https://doi.org/10.1063/1.5029732 DOI: https://doi.org/10.1063/1.5029732

Lucero Vera, A. A. (2009). Co-designing interactive spaces for and with designers: Supporting mood-board making [Doctoral Dissertation, Eindhoven University of Technology Eindhoven]. https://doi.org/10.6100/IR641288

Ma, W., & Zhao. B. (2019). To explore the protection and inheritance of Qiang culture from the perspective of institutional change theory: Take Mao County as an example. Open Journal of Social Sciences, 7(4), 126–134. https://doi.org/10.4236/jss.2019.74011 DOI: https://doi.org/10.4236/jss.2019.74011

Muda, M., Rohani, M., & Hassan, S. (2016). Online purchase behavior of Generation Y in Malaysia. Procedia Economics and Finance, 37(1), 292–298. https://doi.org/10.1016/S2212-5671(16)30127-7 DOI: https://doi.org/10.1016/S2212-5671(16)30127-7

Ordun, G. (2015). Millennial (Gen Y) consumer behavior their shopping preferences and perceptual maps associated with brand loyalty. Canadian Social Science, 11(4), 40–55. https://doi.org/10.3968/%25x

Patton, M. Q. (1999). Enhancing the quality and credibility of qualitative analysis. Health Services Research, 34(5-2), 1189–1208.

Ramadani, V., Rexhepi, G., Gërguri-Rashiti, S., Ibraimi, S., & Dana, L-P. (2014). Ethnic entrepreneurship in Macedonia: The case of Albanian entrepreneurs. International Journal of Entrepreneurship and Small Business, 23(3), 313–335. https://doi.org/10.1504/IJESB.2014.065525 DOI: https://doi.org/10.1504/IJESB.2014.065525

Sago, B. (2010). The influence of social media message sources on millennial generation consumers. International Journal of Integrated Marketing Communications, 2(2), 7–18.

Sajib, S.M.S. (2022). Nicknaming tourism as development: Commercialization of culture and nature in CHT, Bangladesh. Journal of Tourism and Cultural Change, 20(1-2), 273–285. https://doi.org/10.1080/14766825.2021.1966022 DOI: https://doi.org/10.1080/14766825.2021.1966022

Shelach, G. (1996). The Qiang and the question of human sacrifice in the late shang period. Asian Perspectives, 35(1), 1–26. http://hdl.handle.net/10125/17070

Shen, D. (2012). Inventing a wolfish China: On Jiang Rong’s wolf totem [Doctoral Dissertation, Cornell University]. https://hdl.handle.net/1813/31015.

Sheng-Li, Z. (2016). Protecting traditional cultures in China: Significance and ways of protecting the Qiang culture by schools. In I. Liyanage & B. Nima (Eds.), Multidisciplinary research perspectives in education: Shared experiences from Australia and China (pp. 187–193). Sense Publishers. DOI: https://doi.org/10.1007/978-94-6300-615-6_22

Soukhathammavong, B., & Park, E. (2019). The authentic souvenir: What does it mean to souvenir suppliers in the heritage destination? Tourism Management, 72, 105–116. https://doi.org/10.1016/j.tourman.2018.11.015 DOI: https://doi.org/10.1016/j.tourman.2018.11.015

Su, Y.-F. (2018). A study on the cultural meanings of Qiang’s traditional dress and adornment. Cultural and Religious Studies, 6(5), 285–293. https://doi.org/10.17265/2328-2177/2018.05.002 DOI: https://doi.org/10.17265/2328-2177/2018.05.002

Sun, J., & Karin, K. (2022). Rescuing rhythm: Preserving the intangible cultural heritage of the Qiang people in the wake of the Great Sichuan Earthquake. The International Journal of Interdisciplinary Cultural Studies, 17(1), 87–100. https://doi.org/10.18848/2327-008X/CGP/v17i01/87-100 DOI: https://doi.org/10.18848/2327-008X/CGP/v17i01/87-100

Swanson, K. K., & Timothy, D. J. (2012). Souvenirs: Icons of meaning, commercialization and commoditization. Tourism Management, 33(3), 489–499. https://doi.org/10.1016/j.tourman.2011.10.007 DOI: https://doi.org/10.1016/j.tourman.2011.10.007

Teddlie, C., & Tashakkori, A. (2011). Mixed methods research. In N. K. Denzin & Y. S. Lincoln (Eds.), The SAGE handbook of qualitative research (pp. 285–300). SAGE Publications.

Temple, B., & Young, A. (2004). Qualitative research and translation dilemmas. Qualitative Research, 4(2), 161–178. https://doi.org/10.1177/1468794104044430 DOI: https://doi.org/10.1177/1468794104044430

Valentine, D. B., & Powers, T. L. (2013). Online product search and purchase behavior of Generation Y. Atlantic Marketing Journal, 2(1), Article 6.

Wang, M. (2002). Searching for Qiang culture in the first half of the twentieth century. Inner Asia, 4(1), 131–148. https://doi.org/10.1163/146481702793647588 DOI: https://doi.org/10.1163/146481702793647588

Wickramasinghe, D., & Hopper, T. (2005). A cultural political economy of management accounting controls: A case study of a textile mill in a traditional Sinhalese village. Critical Perspectives on Accounting, 16(4), 473–503. https://doi.org/10.1016/j.cpa.2003.07.001 DOI: https://doi.org/10.1016/j.cpa.2003.07.001

Xie, P. F., & Wall, G. (2009). Authenticating ethnic tourism attractions. In B. Garrod & S. Wanhill (Eds.), Managing visitor attractions (pp. 132–147). Routledge. DOI: https://doi.org/10.1016/B978-0-7506-8545-0.50016-2

Xiong, L. (2021). Research on the application of cultural and creative products based on the pattern design of Qiang culture. In The 6th International Conference on Arts, Design and Contemporary Education (ICADCE 2020) (pp. 538–542). Atlantis Press. DOI: https://doi.org/10.2991/assehr.k.210106.105

Yang, L., & Wall, G. (2009). Ethnic tourism: A framework and an application. Tourism Management, 30(4), 559–570. https://doi.org/10.1016/j.tourman.2008.09.008 DOI: https://doi.org/10.1016/j.tourman.2008.09.008

Yang, L., & Wall, G. (2016). Planning for ethnic tourism. Routledge. DOI: https://doi.org/10.4324/9781315600741

Yang, L., & Wall, G. (2022). Heritage tourism in a historic town in China: Opportunities and challenges. Journal of China Tourism Research, 18(5), 1073–1098. https://doi.org/10.1080/19388160.2021.1976340 DOI: https://doi.org/10.1080/19388160.2021.1976340

Yang, L., Wall, G., & Smith, S. L. J. (2008). Ethnic tourism development: Chinese government perspectives. Annals of Tourism Research, 35(3), 751–771. https://doi.org/10.1016/j.annals.2008.06.005 DOI: https://doi.org/10.1016/j.annals.2008.06.005

Ye, S. (2022). Jie waged war on Mount Min: The Sanxingdui archaeological site and the Jade Road of Southwest China. In S. Ye (Ed.), A mythological approach to exploring the origins of Chinese Civilization (pp. 351–368). Springer Nature Singapore. DOI: https://doi.org/10.1007/978-981-19-3096-6_16

Yin, X., Meng, Z., Yi, X., Wang, Y., & Hua, X. (2021). Are ‘Internet+’ tactics the key to poverty alleviation in China’s rural ethnic minority areas? Empirical evidence from Sichuan Province. Financial Innovation, 7(1), 1–19. https://doi.org/10.1186/s40854-021-00236-2 DOI: https://doi.org/10.1186/s40854-021-00236-2

Yun, H. J., & Zhang, X. (2017). Cultural conservation and residents’ attitudes about ethnic minority tourism. Tourism and Hospitality Research, 17(2), 165–175. https://doi.org/10.1177/1467358415610624 DOI: https://doi.org/10.1177/1467358415610624

Zevik, E. (2002). First look: The Qiang people of Sichuan. Asian Anthropology, 1(1), 195–206. https://doi.org/10.1080/1683478X.2002.10552525 DOI: https://doi.org/10.1080/1683478X.2002.10552525

Zhang, Xin. (2021). The application of ethnic cultural symbols in modern visual communication design. Scientific and Social Research, 3(1), 11–13. https://doi.org/10.36922/ssr.v3i1.1042. DOI: https://doi.org/10.36922/ssr.v3i1.1042

Zhang, Y. (2018). Beyond minority: Ethnicity, modernity, and the invention of the Qiang identity in China [Doctoral Dissertation, Stanford University]. https://purl.stanford.edu/kp764cm2891

Zhong, M., Fan, X., & Fan, P. (2012). Qiang costumes and Qiang embroidery: Chinese minority costumes. China Textile Press.

Zhu, Y. (2020). Ethnic religion after disasters: Intangible cultural heritage in China. In S.-L. Wang, M. Rowlands & Y. Zhu (Eds.), Heritage and religion in East Asia (pp.88–102). Routledge. DOI: https://doi.org/10.4324/9781003031291-6