The Award Ceremony for the 2024 “Leather & Fur, My Attitude” Micro-video Public Welfare Competition was held on September 2 during the 4th Enlarged Council Meeting of the 9th Session of China Leather Industry Association (CLIA) and the 15th International Leather Forum. At the ceremony, "outstanding contribution award" and the "best organization award" were presented to representatives of the winning organizations, and first prize and second prize were presented to representatives of individual winners.

The “Leather & Fur, My Attitude” Micro-video Public Welfare Competition is the first micro-video competition in China with the theme of leather and fur. It is also the only competition that seamlessly integrates leather and fur, a time-honored industry, with digital media, a cutting-edge field. Leather and fur products have a long history with relatively traditional craftsmanship. Young participants and the charming of digital fashion make the micro videos full of innovation and imagination, which brings unprecedented youthful vitality and fashion energy together. Riding the wave of short-video popularity, the competition has gained unprecedented attention, with cumulative plays on platforms such as Douyin and Bilibili exceeding 4 million.

By Liang Wei, Translation by Zhang Yajie, Photo by Li Xia.