Intangible culture competitions boost Nagchu's rural economy

One example is Phuga, a Tibetan-style clothing tailor from Driru county. He comes from a renowned lineage of tailoring artisans in the area and is a fourth-generation inheritor.

Operating a Tibetan-style clothing workshop in Nagchu's city center with support from the government's rural vitalization efforts, he competed in Tibetan tailoring skill contests from 2022 to 2024. He achieved second place in 2022 and 2023 and secured first place in 2024. His victories have increased his visibility and earned him acclaim.

"Before 2022, consumers had low trust in me, leading to various business challenges such as difficulties in paying employee salaries," said Phuga, adding he now has eight permanent employees with salaries ranging from 4,000 yuan ($563) to 8,000 yuan. Over the past three years, his cumulative net profit has exceeded 6 million yuan.