At a press conference hosted by the Beijing Overseas Chinese Chamber of Commerce held on Wednesday, a group of Beijing's time-honored brands signed cooperation agreements and will venture into the North American market as a collective "intangible heritage matrix."

These brands included the Beijing Enamel Factory, Beijing Theatrical Costume Factory, Neiliansheng Shoe Shop, and Sheng Xifu.

In recent years, a number of Beijing time-honored brands have been steadily expanding into overseas markets. The brands are known for various products, ranging from traditional clothing and cuisine to Chinese medicine and arts and crafts, and they draw on their rich cultural heritage and distinctive craftsmanship to appeal to foreign customers.

"In the past, when intangible cultural heritage went overseas, it was usually a single time-honored brand or craft being showcased — like a 'signature dish' in a cultural feast," said Yang Jianye, president of the Dongcheng District Jingcheng Intangible Cultural Heritage Talent Association.

"This time, however, the intangible heritage matrix presents a complete 'Chinese cultural menu,'" Yang said.

Among the first group of signed enterprises and associations, more than half are from Dongcheng district.

"The North American market has a strong interest in Eastern culture. The exquisite craftsmanship, vibrant colors, and profound cultural connotations of cloisonné make it an ideal bridge connecting Chinese and foreign cultures," said Dong Yanna from Beijing Enamel Factory.

She added that this overseas journey is expected to allow more people in North America to appreciate the craftsmanship and cultural stories behind cloisonné.