YINCHUAN, Aug. 16 (Xinhua) -- Along the banks of the Yellow River in Zhongwei, northwest China's Ningxia Hui Autonomous Region, an earthen-colored ceramics studio blends into the surrounding landscape.

Around a row of pottery wheels, visitors work their fingers into coarse clay, shaping vessels that will eventually become Xixia porcelain, a craft with centuries-old roots in the region.

Among them is Chang Jiamei, a studio intern in her early twenties. "I'm a native of Zhongwei, but I knew little about Xixia porcelain before taking the job," she said.

Her experience highlights a challenge faced by many traditional crafts: even when recognized as intangible cultural heritage, they aren't always known or valued by younger generations.

Xixia porcelain dates back to the Xixia civilization, which flourished in northwest China between the 11th and 13th centuries. Unlike the delicate, intricately decorated porcelain often linked with Chinese ceramics, Xixia porcelain has a more rugged look, with contrasting colors and textures that give each piece a raw, handmade feel.

The Xixia porcelain-making craft was added to Ningxia's list of representative regional intangible cultural heritage projects in 2019.

Yang An, a fifth-generation inheritor and owner of the studio, believes the key to keeping the craft alive is to bring it closer to contemporary life.

"Xixia porcelain uses a coarse clay body, and patterns are carved directly into the surface with a knife, without preliminary sketches," said Yang, 39. "That relaxed, unrestrained quality resonates with the lifestyle many young people embrace today."

As desert tourism took off in Zhongwei, bringing more visitors to the city, Yang saw an opportunity to connect the old craft with a new audience. In 2021, he opened the studio in a tourist area between the Yellow River and the desert, offering visitors the chance to experience every aspect of the craft, from throwing and carving to firing.

A teenage tourist from Beijing, who discovered the studio while staying at a nearby homestay, spent two half-days making a traditional flat flask.

"I'd like to take home what I've learned about Xixia porcelain and show my friends the piece I made," she said.

For Yang, experience is only one way to bring the craft into modern life. He has also developed everyday products such as coffee drippers, tableware and refrigerator magnets -- small, affordable items that visitors can easily take home as souvenirs.

"Today, Xixia porcelain is often made mainly for decoration or collection, but I want to develop products that people can use in their everyday lives," he said.

Yang has established sales partnerships with more than 40 shops across Ningxia and uses social media to document the making process and promote new designs. Interest in Xixia porcelain has also grown since the Xixia Imperial Tombs were inscribed on the UNESCO World Heritage List in 2025.

Chang said many tourists now learn about the craft online before visiting specifically to try making it themselves. Her summer job has also changed her own plans.

"I'm now considering pursuing a career related to Xixia porcelain," she said.

Across Ningxia, other local traditional crafts are undergoing similar changes. Straw weaving, once largely associated with bulky farm implements, has been adapted into small storage baskets and decorative ornaments, while paper-cutting artists are turning traditional designs into creative products such as bookmarks and bag charms.

That reflects a wider market for intangible cultural heritage across China. From 2021 to 2025, more than 12,900 intangible cultural heritage workshops were established nationwide, as hands-on heritage experiences emerged as a new draw for travelers seeking closer engagement with local traditions. An industry report said transactions involving intangible cultural heritage handicrafts on leading e-commerce platform Tmall had exceeded 100 billion yuan (about 15 billion U.S. dollars) in 2025.

Xixia porcelain is reaching beyond China, with Yang's team showcasing the craft at overseas exhibitions and exploring opportunities in international markets. At the same time, more young people born in the 2000s are joining the team, bringing fresh ideas to the craft.

"Traditional crafts have to be practiced, not just displayed," Yang said. "People need to know them, like them and pass them on."