Xiamen becomes seaside haven for artists, cultural industries

In the past, the more than 1,500 local citizens made their living by planting crops, catching seafood or raising fish. With the rise of urbanization, the old pattern of life changed.

A group of young painters, sculptors and folk singers came here due to geographical location, forming the foundation of the area's cultural and creative tourism.

The local government helped to organize grass-roots associations for the about 5,000 youths involved in art to hold cultural events such as New Year parties and training courses for artistic topics.

Li Renjia, owner of a cake store in Zengcuoan village, said he left Beijing after seven years of working with the US-based catering group, Yum Brands Inc, and returned to his hometown in Fujian province in 2012 to begin his own business.

"When Fujian people welcome a visitor in their home, the first thing the host will do is make a cup of tea," Li said.

When involving business issues, people here tend to be more relaxed and would chat or have dinner together, instead of only stressing efficiency and results, he added.

"Not all things were written in black and white in contracts, but they would keep their promises. It is a spirit of integrity," he said.

A few years ago, the shop owners signed an agreement for honest trading. Stores engaged in any behavior of cheating will be driven out of the village, he said.

Li brought the recipe of traditional cake-making of Pinghe county in Fujian from 1899 and applied it to the cooking of sweet cakes containing fresh flowers to target female customers, typically from 18 to 30 years old.

Daily sales have surged from about 100 yuan ($14.73) in 2012 to more than 10,000 yuan today, he said.

Hou Yen-chin, a 36-year-old man from Miaoli county in Taiwan, opened a porcelain store in Zengcuoan village in 2015.