A moss miniature landscape from Liandu district in Lishui, Zhejiang province. [Photo/Tide News]

During the 2026 Zhejiang City Basketball League, known as "ZheBA", a player from Liandu district, Lishui, presented a miniature moss landscape to his opponent from Qingtian county, drawing strong attention.

A moss‑themed cultural mascot named Xiao Xian, originating from Laozhu She ethnic township in Liandu, became a hit thanks to its cute and lively design.

Laozhu township completed provincial copyright registration for Xiao Xian and its micro‑landscape logo this April, securing an official brand identity. The character integrates moss with elements of She ethnic culture and local industries, featuring various images of Xiao Xian engaged in activities rooted in rural life.

Mugs, cushions, and canvas bags bearing the Xiao Xian image are now sold in local community workshops, and emoji packs in local dialects have been launched online. The moss industry has shifted from selling raw materials to creating branded products and creative merchandise.

Behind this success lies a growing moss industrial chain. Laozhu township has expanded its moss cultivation area from 10 mu (0.67 hectares) to over 1,300 mu across 12 villages, adopting intercropping models under trees and along fields.

In 2025, more than 400 villagers found flexible employment, and 12 villages made over 1.28 million yuan ($189,157.91) in collective income. A moss micro‑landscape workshop in Houkeng village saw sales exceeding 170,000 yuan in the first quarter of 2026, up 88.9 percent year‑on‑year.