Brand Story: Oriental Aesthetics, Artisanal Heritage

Amid the long history of Chinese civilization, Oriental aesthetics, like a vibrant and colorful scroll, stands out for its profound cultural roots and unique artistic charm, shining on the global stage of culture. For centuries, the Chinese people have been renowned for their exquisite craftsmanship and distinct aesthetic concepts. However, as time has passed, many traditional crafts have faced the threat of extinction, while others urgently await revitalization. Faced with these challenges, our brand is fueled by passion and a deep sense of responsibility to preserve and revive these traditions through commercial innovation, breathing new life into these ancient arts.

Brand Mission

Our mission is to integrate traditional craftsmanship with Oriental aesthetics and bring them to greater heights. We believe traditional skills are not only cultural treasures but also the embodiment of artisans’ wisdom and dedication. Therefore, we aim to combine these invaluable heritages with modern design, creating products that balance classical elegance and contemporary tastes, allowing traditional crafts to thrive in modern society.

Brand Values

Respect and Heritage: We honor the wisdom and effort of every artisan and are committed to safeguarding and passing on these precious cultural legacies. We believe that only by truly understanding and respecting tradition can its essence be passed down to future generations.
Artisanal Spirit: We value the pursuit of perfection and meticulous attention to detail, embodying the artisans’ dedication in every creation. Each piece reflects an unwavering passion for beauty and quality.

Founder’s Story

J.F. Wang, an entrepreneur with a deep love for Oriental aesthetics, had a serendipitous encounter years ago with an artisan in Hangzhou who specialized in crafting traditional oil-paper umbrellas. Despite the artisan’s unparalleled skills, the craft faced a bleak future with no successors and dwindling demand. Deeply moved by the artisan’s work, Wang decided to take action.

 They shot a 15-second video showcasing the artisan’s craftsmanship, which unexpectedly went viral. Orders for the umbrellas poured in, and even the artisan’s son, inspired by the newfound admiration for his father’s work, decided to learn the craft.

 “Good content, like traditional craftsmanship, must find its way into commercial channels to ensure its survival,” Wang reflected. “Preservation alone isn’t sustainable. Only by development and wider acceptance can these arts truly endure.”

We deeply understand that the preservation of intangible cultural heritage (ICH) skills relies on commercial support. Through commercial means, we can not only breathe new life into endangered ICH techniques but also enable more people to learn about and appreciate these traditional crafts. For those techniques that remain vibrant, we amplify their impact through innovative design and modern marketing, ensuring their continued growth and prominence.

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