Deep in the mountains of Hunan’s Xiangxi prefecture, Miao embroidery is revered as a national intangible cultural heritage. With the supervision of Changsha Customs, Xiangxi Zhiying Cross-Border E-Commerce Co., Ltd., based in Shibadong Village, embarked on a new journey, exporting 10 cross-border e-commerce orders to Kenya on November 1st. This shipment, including Miao embroidered briefcases and notebooks, signifies the inaugural B2C e-commerce export of Xiangxi Miao embroidery to Africa. The goods are set to be dispatched from Changsha Airport to Kenya.

According to head of the company Ma Zhiyin, they have been focused this year on expanding sales channels in North America and Africa. The implementation of cross-border e-commerce retail exports and overseas warehousing is paving the way for Miao embroidery to reach global markets.