Chasing Light: Ideals Take Root in Taoxichuan

On July 25, 2026, "Jingdezhen Handmade Porcelain Industry Heritage" was inscribed as the world's first UNESCO World Heritage Site themed around porcelain. Facing 75 km² and 45 heritage sites, how does a young person enter? The Three Deities of Taoxichuan were born as the answer.
Wuyao Studio and Taoxichuan Cultural & Creative District translated this vast heritage into three approachable spirits: the Kiln Deity (brick-red), guardian of 72 craft steps; the Ocean Deity (porcelain-blue), guardian of the trade routes that carried Jingdezhen porcelain worldwide; and the Wine Deity (golden-yellow), guardian of the living ritual of artisans sharing rice wine at 3:30 p.m. The three embody the heritage's triple life: how to make, how to travel, how to live.
Rather than imposing gods, the design deliberately "shrinks" them into soft, huggable figures. The long-scroll illustration "Chasing the Light" serves as the master visual system; the identity extends across ceramic water vessels, plush toys, postcards, and decorative plates — turning intangible heritage into tangible, collectible culture.
The project does not explain heritage; it embodies it. When heritage becomes a brick-red warmth, a porcelain-blue vastness, and a golden ease on the streets of Taoxichuan, it truly steps down from the registry into people's hearts.