The paper cutting art of Weixian in Hebei province is the not only surviving but thriving. How they made this leap from cultural heritage to profitable business?

Weixian paper cutting has been around for over 200 years. It is known for its unique techniques and beautiful colors. The art was recognized as a non-tangible cultural heritage by UNESCO in 2009 and with a series of festivals drawing public attention, it has accumulated great fame.

Wan Wenlin, manager of Paper Cutting Art Factory, said, "We used to go out and look for customers, but now they show up at our door. How’s business? I can tell you this: many of our products are sold out."

The paper cutting art is now a crucial pillar of Weixian’s economy. In 2011 the county produced over 6 million sets of paper cuttings, with a value of 400 million RMB.

But experts warn that it’s important to preserve the traditional identity of the art while developing it.

Wang Lianhai, professor of Academy of Art & Design, Tsinghua University, said, "The art has to be loyal to its traditional roots, so that people can recognize its distinct features at first glance. Only then would it truly become a success."

As Weixian paper cutting make its way to Europe and North America, the challenge to be true to its origins and appeal to consumers will be an ever present issue in the course of its development.