All fired up

The Qinzhou city government has also invested more than 1 billion yuan in developing a Nixing pottery cluster, and many artists have already moved to the area.

Li has now placed his focus on the development of the Nixing pottery industry as a whole. He has been helping local pottery businesses to better inherit traditional pottery making techniques and introduce modern management systems since 2007.

Product design and functionality are becoming more detail-oriented as the digital era evolves, he says.

Li also gives regular lectures at local pottery schools.

"Young people have better ideas, and take in things more quickly," Li says, adding that they will be the key to carrying forward the ancient art.

Zhang Li contributed to this story.