Support is key

The local government's efforts are also a significant reason behind Zhenping's fame for its jade carving, he notes.

"Over the years, the Zhenping county government has introduced various policies and measures to support the development of the jade carving industry," Liu says, adding that jade festivals, talent introduction and cultural branding have all drawn attention to the local industry.

Ai Jinde, Party secretary of Zhenping county, says that jade has become a pillar industry and the county has implemented a Jade Plus strategy to promote the integration of culture and tourism and expand the jade industrial chain.

The county has evolved into the one of the country's largest jade carving and sales centers, and it also hosts relevant cultural research, Ai says.

To date, the jade output value has exceeded 50 billion yuan ($7.03 billion) in Zhenping, which has attracted 5 million visits annually, generating 3 billion yuan in yearly tourism income, according to Ai.

In recent years, local authorities have striven to integrate jade with culture and tourism.

A jade masters park is currently under construction.

It will foster an environment for showcasing and exchanging masterworks with southern garden landscapes. At the same time, a jade culture museum and an international jade city are planned.

Those projects will not only expand jade ware sales but attract more travelers from home and abroad, paving the way for the development of jade-themed tourism in Zhenping, Ai says.

"We will strive to transform Zhenping into the Chinese jade capital, a place to experience and showcase the Chinese jade culture," Ai says.

Qi Xin contributed to this story.