Uniqlo and the China Soong Ching Ling Foundation are together launching the Miao Embroidery Programme. The programme will provide training, skill support and over 400 jobs for women from the Miao ethnic group in western Hunan province.

Finely embroidered textiles featuring vivid cultural characteristics like waves, flowers, fish, and ox, are a specialty of the Miao people and elements of this will be incorporated in the clothing.

Uniqlo is tapping into the growing importance of people’s cultural identity. The programme is not only building a socially-responsible brand image for Uniqlo, but also enabling consumers to express a part of their own cultural heritage through their outfits and spreading Miao culture.

Young consumers are putting more emphasis on individuality than any generation before. Their cultural identity is defined by their ancestry, heritage, values and traditions and is something they love to express through their lifestyles and products purchased.