Yangming culture-themed products go global

Visitors received Yangming culture-themed products at IBC 2025. [Photo/yynews.com.cn]

Lishuai Film & Television Equipment Co Ltd in Ningbo, Zhejiang province, displayed a range of cultural products at IBC 2025 in Amsterdam, merging traditional Chinese philosophy with modern design to capture international attention.

From canvas bags with classic quotes to elegant tote bags with portraits, as well as fridge magnets and bookmarks, the products transformed Wang Yangming-inspired ideas into tangible items appreciated by international visitors.

Wang Yangming, a Ming Dynasty (1368-1644) thinker born in Yuyao, a county-level city in Ningbo, is renowned for his philosophy of the unity of knowledge and action and the belief that the mind itself holds moral authority, which inspired these creative designs.

Lishuai, a key cultural export enterprise in Yuyao with over 20 years in film and photography lighting, sells products across North America, Europe, Japan, South Korea, and Southeast Asia.

"While taking our products overseas, we also focus on promoting culture," said Xu Lingnan, the company's marketing manager. "Some designs incorporate Chinese elements — for example, our industry-first curved light inspired by traditional Chinese fans has won a national patent and received positive feedback abroad. Being based in Yuyao, the birthplace of Wang, we've been thinking about how to spread Yangming culture through our actions."

This was Lishuai's first attempt to bring Yangming-themed products to an international exhibition.

"For visitors who showed strong interest, we explained Wang's life and philosophy in detail, and also gifted some products to them," Xu said.

Many stopped to examine bookmarks or asked about quotes on canvas bags, showing genuine curiosity and appreciation for Yangming culture.

In the future, the company plans to continue integrating traditional culture with film equipment, presenting Yuyao's products and cultural charm to the world.