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中国香品品牌XIANG在上海外滩源开设旗舰店 2026-07-28
XIANG, a premium Chinese incense gifting brand, opened its first flagship store in Shanghai's historic Rockbund district last Friday, marking a major milestone for the label, which was founded in late 2023.
The store is housed in a heritage building within Rockbund, a protected historic district known for its 11 early 20th-century buildings. In recent years, the area has evolved into a premium lifestyle destination, with brands such as Aesop, To Summer, and Songmont establishing a presence there.
Blending Chinese aesthetics and Art Deco influences, the store features a bold Chinese red facade set against the building's stone exterior. Inside, custom drawer cabinets inspired by traditional Chinese apothecary chests, reinforce the brand's connection to Chinese heritage.
XIANG, a premium Chinese incense gifting brand, opened its first flagship store in Shanghai's historic Rockbund district on July 24, 2026. [Photo provided to chinadaily.com.cn]
Founded by an entrepreneur from a family with a background in traditional Chinese medicine, XIANG draws on centuries-old herbal wellness traditions to craft modern incense products. Its signature collection features four lines — Fortune, Prosperity, Longevity, and Auspiciousness — each crafted from natural ingredients such as agarwood, sandalwood, and osmanthus, and named after classical Chinese symbols of good fortune.
To mark its Shanghai debut, XIANG launched a city-exclusive fragrance, Michelia of Shanghai, featuring white magnolia -blended with dahurian angelica root and vetiver.
Ahead of the flagship opening, XIANG held two seasonal pop-up exhibitions at Rockbund in 2024 and 2025.
The brand has already begun expanding overseas. It hosted a pop-up at London's Harrods department store, entered New York-based retailer Maann, and participated in Expo 2025 Osaka, Kansai, Japan. Its XIANG Censer was subsequently acquired for the Oman Pavilion's permanent collection.
Source: China Daily
