Brands in China are increasingly adopting business strategies centered on cultural expression and artisanal quality rather than traditional scale-based growth models.
Key facts
- •Kongshan Shi’s “Thirty-Two Moons” event in Hangzhou featured a 13-course meal inspired by Song and Ming literati traditions.
- •Lamchiu’s single store generated over 500 million yuan, or about $74 million, in sales in 2025.
- •Hangzhou’s 2025 GDP surpassed 2.3 trillion yuan, allowing local businesses to experiment with slower, more considered models.
- •Lamchiu closed a strategic financing round of more than 100 million yuan at the end of 2025.
- •Over 90 percent of Lamchiu’s production involves handmade techniques such as filigree, chasing, and fine carving.
A shift is occurring among Chinese businesses, with companies in sectors ranging from incense to jewelry prioritizing aesthetics and cultural heritage over conventional sales targets. Brands like Hangzhou-based Kongshan Shi and the Lanzhou-based jeweler Lamchiu are focusing on slow, experience-driven models. This trend emphasizes craftsmanship and historical lineage as core business assets rather than mere marketing tools.
By the numbers
Experience-Driven Branding in Hangzhou
The incense house Kongshan Shi, founded in 2023, recently collaborated with Liuxia 1129 to host an aesthetic event titled “Thirty-Two Moons.” The program, which ran from September to November, focused on classical Jiangnan life through activities like guqin music, incense gatherings, and literature copying. The event lacked traditional promotional machinery or overt sales targets, treating the experience itself as the primary value for consumers.
Artisanal Jewelry and Strategic Patience
Lamchiu, a third-generation gold jewelry house, has adopted a model that emphasizes handmade artistry over rapid expansion. Despite market pressures, the brand raised prices by 10 to 20 percent in 2025 and extended production lead times to up to a year. Its recent expansion into Nanjing’s Deji Plaza features a store designed with traditional crafts, including hand-laid gold bricks and mother-of-pearl ceilings, reflecting a commitment to cultural expression.
The Influence of Song Dynasty Aesthetics
Both brands draw inspiration from the Song Dynasty, a period characterized by restrained refinement in daily life. Rather than using historical motifs as superficial packaging, these companies integrate specific cultural references into their business logic. This approach is supported by a market environment that increasingly values traditional craft, as evidenced by recent financing rounds for high-end gold jewelry brands like Baolan and Lamchiu.
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This article was independently rewritten by ManyPress editorial AI from reporting originally published by WWD.
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