Cultural sensitivity key to ceramics market

The county, home to more than 3,000 ceramic companies, claims to be China's largest porcelain-handiwork manufacturer and exporter, with 65 percent of its ceramic products sold overseas.

In Dehua, half of the population, about 350,000, is engaged in the ceramics industry. The total output value of the industry reached 32.9 billion yuan ($4.6 billion) this year, according to the county government.

The fact that the handiwork has been passed from generation to generation ensures continuity of skills, Zheng said.

In order to ensure its products can meet the demands of the latest popular culture and consumer tastes, designers work on products a year before they are due to be released on the market. This includes products for Easter, Halloween, Thanksgiving and Christmas.

"It is crucial that we anticipate what the trends will be one year later," he said, adding that the company's cooperation with The Walt Disney Company and Universal Studios helped its designers predict trends.

The company's efforts to obtain international accreditation for its products and production lines have also helped it win the trust of international buyers, he added.