The Matyó Folk Art Association is a vital institution in safeguarding and promoting an important aspect of Hungarian traditional handicrafts, as they have played a significant role in the reactivation, preservation, and protection of traditional handicrafts since its founding in 1991. The association revitalizes traditional handicrafts through active participation, workshops, and community events. For example, they have reintroduced the Matyó embroidery technique by organizing classes and workshops that teach this craft to a new generation. In addition, small-scale productions in their sewing workshop have helped reactivate and revitalize these handicrafts, including creating custom orders for folk costumes and embroidered items, even collaborations with fashion designers. The association’s key focus is the preservation of Matyó embroidery, which they achieve through regular exhibitions, classes, workshops, and public demonstrations, they ensure that these skills are passed on. Their work in preserving traditional crafts is further supported by the cultural infrastructure in Mezőkövesd. These artisan houses (additionally to embroidery, there is furniture painting and other crafts) are open to both local and international tourists, showcase the living tradition of Matyó folk art. Additionally, their partnerships with institutions like the House of Traditions (Hagyományok Háza) and the National Institute of Culture enable wider promotion and protection of this cultural heritage.