Exquisite paper umbrellas connect with younger generation

After his graduation in 2021, Zhou Le returned home to work in the family business full time. He also set up his own subsidiary startup studio focused on innovation and e-commerce.

A year later, he won an entrepreneurship competition in Changsha's Kaifu district, which awarded him 50,000 yuan ($6,800) in support of his startup.

With a team of seven members, he developed, marketed and promoted new umbrella products on social media platforms.

Zhou Le admits that his father's skills surpass his own.

"But by utilizing the power of social media and technology, I can spread the knowledge about the decorative handicrafts to the world," he said.

He's given many of his umbrella products poetic names to attract younger customers who are fans of traditional Chinese culture and who want umbrella accessories for their hanfu.

He has also incorporated new elements that young people like, such as cartoons and anime, into patterns painted on the umbrellas.

The entrepreneur has also worked hard to sell the umbrellas overseas, which accounts for 10 percent of the company's sales, he said. The overseas market will be a breakthrough for the company's future business, he added.

In 2021, Zhou Le was elected as a deputy to the people's congress of Xiangtan county, which has inspired him to reach out and help more people, especially those engaged in the oil-paper umbrella industry.