This Day, That Year

Item from April 6, 1997, in China Daily: People older than 30 probably remember when matches required ration coupons because they were so scarce.

But matches are no longer a necessity that must be rationed now that people use lighters and electronic igniters. As a result, match producers are struggling to keep the flame burning. When matches first became available in China, they were known as yanghuo, which means foreign fire, denoting their exotic origins. Matches were first imported into China in 1865.

They played a key role in people’s lives for nearly 150 years, but nobody predicted that someday cheap, convenient and disposable lighters would make matches all but obsolete.

The bankruptcy of Botou Match Company in Hebei province in 2013 seemed to epitomize the industry. The company, established in 1912, was once one of the largest match factories in Asia.

But a recent trend is sparking a renewal with customized matchboxes attracting young people in tourist spots such as the 798 Art Zone in Beijing and Tianzifang in Shanghai.

Matchboxes decorated with cartoon images that many younger people would be familiar with, such as the Japanese Doraemon, popular wordplays from the internet, images of celebrities, and famous quotes, are hot souvenirs for tourists.

One establishment, the Hangzhou Match Factory in Zhejiang province, set up in 1909, is striking it big as they capture the niche market. The factory has opened an online store, attracting clients like hotels and tourism companies as interest in the commodity is reignited.