Classic Huishan clay figurines. [Photo provided to wuxinews.com.cn]

The 400-year-old Huishan clay figurines, a national intangible cultural heritage of Wuxi in East China's Jiangsu province, have become popular among young people in recent years.

The traditional craft has reentered daily life after its delicate designs were combined with trendy cafe blind boxes and other creative products.

Huishan clay figurines. [Photo provided to wuxinews.com.cn]

A Huishan-clay-figurine-themed café was recently established on ancient Nanchang Street. In addition to a variety of clay figurines, the café offers a menu and creative products depicting Huishan clay figurines, including handbags.

Huishan-clay-figurine-themed café on ancient Nanchang Street. [Photo provided to wuxinews.com.cn]

Local enterprise Tianzi Dairy also cooperated with a Huishan clay figurine factory to design packages and figures, known as "Milk Boy", for its products based on the Huishan clay figurine.

"Only by being part of people's daily lives can traditional culture regain vitality," said Yang Xuefei, general manager of Tianzi Dairy, who added that the Huishan clay figurine Milk Boy will appear at more events and help popularize Huishan clay figurine culture.

Tianzi Dairy's package and Milk Boy image created based on Huishan clay figurines. [Photo provided to wuxinews.com.cn]

Huishan clay figurine artisans have also made efforts to promote the craft.

Couple Ni Jun and Cao Zhiwei have been trying to make Huishan clay figurines more fashionable and interesting to young generations by offering customized clay figurines, making portable chargers in the shape of Huishan clay figurines, and giving training sessions.

In the eyes of Ni Jun, Huishan clay figurines are more than just a toy, they are a cultural trademark of Wuxi.