Junlin Qipao: From Mountain City Lanes to the World Stage

On September 26, the results of the 2025 “Chongqing Gifts” Tourism Commodities (Cultural and Creative Products) Competition and Foreign-Affairs Gifts Selection were announced. 42 products (or sets) with distinct Chongqing charm stood out. Among them, the “Junlin Xiangyunsha Silk Patchwork Hiking Vest” from the century-old brand Junlin Qipao won the bronze award, while the “Junlin Butterfly Brooch” was selected as a foreign-affairs gift. Handcrafted from leftover fabrics of qipao, or cheongsam, this brooch not only bears the cultural memories of the Mountain City but also serves as a lively symbol of Chongqing’s intangible cultural heritage going global.

At Junlin Qipao’s workshop, third-generation inheritor Jiang Lingjun showed the brooch to our reporter. “Our foreign friends particularly praise this approach,” she said, gently stroking the brooch. “It makes the best use of everything, giving precious qipao fabric a new life.” For years, she has persisted in integrating Chinese culture and Mountain City stories with traditional craftsmanship, allowing Chongqing-style qipao to shine on the international stage.

Bringing Mountain City Symbols to the International Stage

Jiang Lingjun explained that in recent years, Junlin Qipao has pursued a dual-path strategy of internationalization: “going out” and “ushering in.” She has been actively engaging in cultural exchanges in countries including Malaysia, Japan, Thailand, and New Zealand, showcasing Chongqing-style qipao and Chongqing cultural symbols.

Besides participating in international exhibitions, Junlin Qipao has also created a “Flowing Qipao Museum on the Yangtze River” aboard cruise ships traveling between Chongqing and Yichang. Chinese and foreign tourists can experience the unique charm of Chongqing-style qipao within finger-tip while enjoying the scenery of the Three Gorges 

In the early years, Junlin Qipao attracted tourists from over a hundred countries through its qipao-themed homestay hotel. Foreign guests could not only try on and order qipao thereby but they could also experience traditional Chinese ceremonies like greeting guests with gongs. Jiang Lingjun said that qipao is “a mobile form of intangible cultural heritage, a flowing work of art,” and every wearer of a Junlin qipao becomes a walking business card of Chinese culture.

Telling China’s Stories with Qipao as a Carrier

In her international promotion, Jiang realized that qipao is not merely clothing but also a carrier for culture. In Junlin Qipao’s designs, Chongqing elements are fully expressed – the red plum blossom from Gele Mountain is one of the most representative symbols.

“In the Hongyan Spirit, the red plum blossom symbolizes tenacity, unyielding perseverance, and the lofty spirit of self-reliance.” To incorporate this element with profound cultural connotations into qipao design, Jiang Lingjun specially commissioned the fabric with red-plum patterns and with special dyeing. Other materials, such as the “Millennial Huaxia Grass” Rongchang Xiabu fabric and the “Soft Gold” Xiangyunsha silk are also cultural carriers for her to tell China’s stories to the world through qipao.

“The process of recommending qipao to foreigners is a process of cultural export,” Jiang said. Traditional cultural symbols like pandas, plum blossoms, and baoxiang flowers (a jewelrylike floral design) are popular among foreign guests. “We explain to them what these elements represent and why they are designed this way. Simultaneously, we also respect different cultures and customs, adjusting details like patterns and beadwork.” To better explain the profound meanings behind qipao designs to foreign guests, Jiang Lingjun has long been learning English on her own.

Besides Southeast Asian countries, Junlin Qipao’s products also are loved by guests from Europe, South America, and Australia. In 2024,  New Zealand Tourism Board invited Jiang Lingjun to participate in a promotional video shoot, blending qipao culture with New Zealand’s landscapes. This cultural influence is also reflected on online platforms, and a single Junlin Qipao video on a social media platform has garnered hundreds of thousand views.

Recently, Jiang Lingjun is designing more qipao and related products that integrate with Chongqing elements, artistically depicting Mountain City landscapes like Chaotianmen and the slopes and alleys. Looking forward, she hopes to continue to “see the world with herself dressed up in qipao,” showcasing the charm of Chongqing-style qipao on more international stages.

(This column is a Sino-foreign cultural exchange project jointly operated by The World & Chongqing and the College of International Studies, Southwest University.)