The 2026 FIFA World Cup has kicked off in the United States, Canada and Mexico, sparking much global excitement, and in Shanlian town, Huzhou, East China's Zhejiang province, four innovative writing brush designs that blend traditional craftsmanship with World Cup motifs have been unveiled.

These brushes have been launched worldwide as an officially licensed collection through the "Intangible Cultural Heritage Meets the World Cup" project. The first batch of over 3,000 sets is now available globally through the 2026 World Cup's online flagship store and offline pop-up shops.

In Huzhou, Shanlian town is known for making the Huzhou writing brush, one of the most prestigious types of writing brushes for traditional Chinese calligraphy and painting art.

A Huzhou writing brush set blends traditional craftsmanship with FIFA World Cup 2026 motifs. [Photo/Tide News]

In the Zhang Xiaofeng Building's second-floor exhibition hall, a small writing brush pendant by young designer Ye Ting catches the eye with its vibrant colors and compact design, offering a modern twist on the traditional calligraphy brush.

The youthful creativity is supported by traditional craftsmanship. Chief designer Zhang Xiaofeng, who learned her skills from her grandmother at the age of 13, has dedicated over 40 years to making Huzhou writing brushes. She believes combining traditional techniques with trendy designs makes these products universally appealing.

The four writing brush designs all incorporate traditional Chinese culture and the colors of the 2026 World Cup. 

"To showcase ancient crafts to the world, we must tell stories in a new language," Zhang said, marking the Huzhou writing brush's debut on the global sports stage.