By Zhong Ziwei, Wang Ke, People’s Daily
At dawn in Xunpu village, Fengze district of Quanzhou, southeast China’s Fujian province, the lingering sea mist still veiled the ancient lanes when warm lights flickered on in Huang Liyong’s flower shop.
Beneath the glow, Huang’s nimble fingers intertwined pink daisies with orange-red roses, fixing them gently into a visitor’s hair. In an instant, the young woman in the mirror seemed crowned with a miniature garden, her laughter echoing through the ancient alleyways.
This summer, such scenes became an everyday sight in the village. Along rows of Minnan-style dwellings built with oyster shells, visitors adorned with floral headpieces paused to take photographs, their blooms creating a living sea of color amid the historic streets.
What draws visitors here is Xunpu’s age-old folk custom known as the “hairpin flower garland.” Covering just 1.5 square kilometers and home to a little over 7,000 residents, this modest fishing community has found new prosperity by integrating culture, commerce, and tourism around its thousand-year-old hairpin flower tradition.
Located on the northern shore of the estuary where the Jinjiang River meets Quanzhou Bay, Xunpu has stood for over a millennium as one of the ancient departure points of the Maritime Silk Road. The custom of wearing floral hairpins has been passed down from generation to generation.
“I grew up watching my grandmother and mother wear flower garlands. Every day after school, I would see elderly women in the alleys with brilliant blossoms crowning their heads, radiating a distinctive glow,” recalled Huang.
For centuries, villagers made their living from fishing and aquaculture. To them, hairpin flowers were not just adornments but symbols of hope for a better life. “In the past, when men went out to sea, women would wear flowers to pray for their safe return. No matter how fierce the storms, the sight of blossoms reminded them of vitality and resilience,” she said.
Though fishing is no longer the village’s main livelihood, the aspirations embodied in the floral garlands now travel far beyond its shores through the experiences of countless visitors.
In 2008, the Xunpu women’s folk custom of floral headwear was inscribed on China’s national intangible cultural heritage list, with Huang recognized as an inheritor of this cultural tradition.
“You’re wearing not just flowers, but a cultural legacy passed down for over a thousand years,” remarked a young visitor after donning her adornment.
A set of photographs on hairpin flowers, published in 2023, sparked nationwide attention online, thrusting Xunpu village into the spotlight. In 2024, the village welcomed over 8.5 million visitors, generating more than 1.8 billion yuan ($252.35 million) in tourism revenue. From January to July this year alone, arrivals surpassed 4.26 million, with spending exceeding 860 million yuan.
To build on this momentum, local authorities have adopted innovative measures to safeguard and carry forward the tradition. In November 2023, the Xunpu flowery headwear folk culture association was established, with Huang serving as its first president. “Our first priority was compiling the history of the hairpin flower custom while training local artisans to standardize services,” she explained.
This year, a set of formal standards was introduced, covering everything from flower freshness and crafting techniques to pricing and service etiquette. “Now our services follow clear guidelines, which gives visitors greater confidence,” said Huang.
“Many villagers who once relied on aquaculture or seafood have opened hairpin flower shops, snack stalls, or cultural tourism businesses,” noted Huang Liyuan. Today, Xunpu boasts nearly 300 photo studios, welcoming an average of 20,000 visitors per day.
Innovation has been key to sustaining the popularity of the tradition. Local entrepreneur Huang Chen, with more than 40 years of experience in the garment trade, quickly identified a business opportunity amid the “hairpin flower craze.” He opened a shop renting traditional Xunpu fisherwomen’s attire. “Now tourists can wear both the flower garlands and fisherwomen’s costumes for an immersive cultural experience,” he explained.
To suit modern tastes, Huang introduced subtle adaptations to enhance their photographic appeal while preserving traditional textures. His shop now offers over 100 styles and colors, renting out 50 to 60 outfits a day during peak seasons. Visitors often don traditional attire for seaside or alleyway photo shoots, adding vibrancy to the village scene.
To sustain this tourism boom, Xunpu is expanding its cultural offerings, improving the local environment, and diversifying business models. The goal is to create eight signature experiences: hairpin flowers, photo shoots, seaside viewing, alley strolls, musical performances, local opera, seafood tasting, and shopping.
From floral-themed banquets rich in Minnan flavors, to cultural and creative products inspired by hairpin flowers, and lively night markets featuring music, light shows, and fireworks, the blending of tradition with innovation has transformed short-term popularity into sustainable growths.
Today, Xunpu village is weaving together ancient heritage, modern tourism, and distinctive industries, woven together around a single blossom. From 2022 to 2024, villagers’ per capita income more than doubled, while the hairpin flower tradition generated over 5 billion yuan in consumption. The flowers have breathed new life into Xunpu’s heritage, while also bringing prosperity to its people.
