The Jiyo! Project is an indigenous brand and a design-led initiative by the Asian Heritage Foundation, supported by the JSDF and administered by the World Bank. The innovative program was established with an aim to enhance the livelihood opportunities of rural artisans for cultural industries through design. The project gives a platform for artisans and designers to co-create using hand skills to develop innovative products for local, contemporary urban and international markets thereby fostering sustainable livelihoods.