Qiang Costumes in Maoxian, Sichuan Province: The Revival of Chinese Minority Identity for Application in Design

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design application, ethnic culture, heritage, Qiang costumes, traditional fabric


The purpose of this investigation was to fulfill three objectives: (1) to study the characteristics, connotations and reflected history and social development of Qiang costumes; (2) to study and analyze the cultural identity of Qiang Costumes for development into local products and (3) to design products inspired by Qiang Costumes in Maoxian County, Sichuan. The focus community was the Qiang people in Maoxian County, Sichuan Province, with the research population including local government workers, product sellers, design experts, and target consumers. Using a mixed-methods approach that combined qualitative and quantitative methodologies, the researchers gathered data through surveys, interviews, observations, and questionnaires. Results show that Qiang fabrics in Maoxian County are characterized by a number of local patterns, including fire, clouds, and flowers. These are incorporated into a rich and distinctive ethnic clothing identity. The researchers designed five everyday items based on the symbolism of Qiang clothing: a keychain, tableware, a bookmark, a fridge magnet, and a phone case. A questionnaire distributed to the target group found that the general level of consumer satisfaction with the products was at a very good level (x = 4.83). This investigation provides invaluable insights into the interplay between cultural preservation and economic development, highlighting the crucial role of integrating traditional Qiang culture into modern product design strategies.


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Author Biographies

Guangfu Chen, Mahasarakham University

Guangfu Chen is from Yibin, Sichuan, China, and is a masters candidate at Mahasarakham University, Thailand. Their research is deeply rooted in national clothing culture, with a focus on character modeling design and art design. Guangfu Chen is currently engaged in teaching character modeling design, combining academic pursuits with practical instruction, bridging the gap between traditional cultural expressions and contemporary art design.

Prathabjai Suwanthada, Mahasarakham University, Mahasarakham, Thailand

Dr. Prathabjai Suwanthada is an associate professor currently teaching at the Faculty of Fine and Applied Arts at Mahasarakham University. They are an expert in product design and development. They received a Bachelors degree in Educational Technology from Srinakharinwirot University, a Masters degree in the same field from Mahasarakham University, and a Ph.D. in Product Design from Ubon Ratchathani University. Dr. Prathabjai Suwanthada‘s research focuses on the study and application of local wisdom and cultural heritage in product development, exploring various dimensions of cultural integration.


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How to Cite

Chen, G., & Suwanthada, P. . (2024). Qiang Costumes in Maoxian, Sichuan Province: The Revival of Chinese Minority Identity for Application in Design. Journal of Ethnic and Cultural Studies, 11(2), 1–24. https://doi.org/10.29333/ejecs/1768



Original Manuscript
Received 2023-07-11
Accepted 2024-03-14
Published 2024-04-06