Niu Junjun

Niu Junjun is a representative inheritor of the intangible cultural heritage of hemp weaving in Gangu County, Tianshui City, Gansu Province. A graduate in e-commerce, he returned to his hometown in 2011 to establish Gansu Yaluren Hemp Weaving Craft Development Co., Ltd., where he revitalizes traditional hemp shoe craftsmanship by creating trendy designs. Under his leadership, the company has produced over 200 styles of hemp shoes, with annual sales exceeding 200,000 pairs, while also providing training opportunities to local women.