China Leather Industry Association (CLIA) and its partners launched the 2026 “Leather & Fur, My Attitude” micro-video competition in Haining on March 18, 2026 aiming to promote leather and fur through creative storytelling and reach a wider audience.
The event took place at the Haining Convention and Exhibition Center and highlights the industry’s push to connect with consumers in new ways.
The China leather industry, led by the China Leather Industry Association along with Rayli Magazine and Xingye Leather Technology, continues to use this competition as a marketing and awareness tool. Since it started in 2022, the contest has run for 4 years and attracted strong participation across sectors.
Organisers said the competition focuses on showing leather and fur as natural, eco-friendly, comfortable, fashionable and durable materials. It uses short videos to bridge the gap between industry and consumers. So far, entries on platforms like Douyin and Bilibili have crossed 8 million views.
This year, the competition adds a new layer by encouraging participants to use AI tools and include elements of red culture. Participants are expected to create stories that connect cultural heritage with the leather industry, expanding the theme and appeal of the contest.
The competition runs from March 6 to May 10, 2026. It offers 25 awards each for Student and Social groups with a total prize pool of over ¥80,000 (~$11,500). Winners will be announced on July 1.
The initiative shows how China’s leather industry is adapting to digital trends while trying to reshape its image among younger audiences.
