In the height of summer, the production workshop of Ronghua Cultural and Creative Rattan Products Co., Ltd. in Linshu County, Linyi City, Shandong Province is alive with activity. Skilled artisans deftly weave pristine willow branches into intricate designs. Inside the company’s exhibition hall, more than 20,000 willow-weaving products are neatly displayed, ranging from storage baskets and home décor pieces to creative cultural products, all showcasing the warmth and charm of handcrafted artistry.

Through the creation of the “Oula” willow-weaving brand, company founder Zhang Zhiquan has transformed a traditional craft passed down through generations into a thriving industry with a growing international presence.

Linshu willow weaving boasts a history spanning more than 1,400 years. It has been recognized as a National Intangible Cultural Heritage and a National Geographical Indication Product, while earning prestigious titles such as the “World Capital of Willow Weaving Craftsmanship” and the “Willow Weaving Capital of China.”

Since the industry began commercial development in the 1950s and was incorporated into China’s national export program in 1973, Linshu has gradually established a complete industrial chain encompassing willow cultivation, research and development, processing, and domestic and international marketing.

At the upstream end of the industry chain, the county has strengthened its raw material base through large-scale willow cultivation, coordinating production among thousands of farming households to ensure a stable supply of high-quality willow branches for manufacturers.

In the midstream segment, leading enterprises such as Ronghua, Meiyi, Lumeda, and Jinliu have formed a strong industrial cluster. Supporting the sector are two innovation platforms—the Willow Weaving Industry Innovation Institute and a specialized Craft Research Institute. Together, they have nurtured numerous nationally recognized intangible cultural heritage inheritors and provincial- and municipal-level arts and crafts masters, while providing employment opportunities for nearly 100,000 people engaged in willow-weaving-related industries.

Technological and creative innovation continues to inject new vitality into the industry. Linyi Oula Agriculture Co., Ltd., for example, has pioneered a “scenario-based sales” model in recent years. The company has established a willow-weaving-themed café and floral experience area within its facilities, where woven flower containers and home décor products are displayed alongside plants and interior furnishings. This immersive presentation moves beyond traditional product sales, driving demand through complete lifestyle and design concepts.

At the same time, the company has expanded beyond traditional willow weaving by incorporating materials such as wood, iron, rattan, and grass. By blending elements of Yimeng culture with contemporary aesthetics, it has transformed traditional agricultural tools into fashionable cultural and creative products that appeal to modern consumers.

A well-developed industrial chain has also opened pathways to both domestic and international markets. Local enterprises regularly participate in more than a dozen major international trade exhibitions, including the China Import and Export Fair (Canton Fair) and Ambiente in Frankfurt, showcasing their products to global buyers. Today, Linshu willow-weaving products are exported to more than 120 countries and regions worldwide.

In 2025, the county’s willow-weaving industry generated an output value of RMB 2.805 billion, while exports reached RMB 858 million.

A single willow branch now connects millions of farming households, innovation workshops, and overseas markets. Leveraging the strengths of its integrated industry chain, Linshu’s willow-weaving sector continues to innovate while preserving tradition, enabling a millennium-old intangible cultural heritage craft to reach global audiences and serve as a distinctive cultural ambassador of Eastern aesthetics.