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Yangzhou time-honored make-up brand Xie Fuchun released its promotional video at Times Square in New York, the United States, on Sept 23, coinciding with its first brand day.
The promotional video of Xie Fuchun is aired at Times Square in New York, the US, on Sept 23. [Photo/yznews.cn]
This marked the first appearance of this traditional cosmetic brand at this "crossroads of the world" in 110 years.
In 1915, China officially participated in the Panama-Pacific International Exposition held in San Francisco as a delegation for the first time. This was one of significant international exchanges in modern Chinese history and marked the beginning of many Chinese brands going global.
The international expo designated Sept 23 as China Day and granted a silver medal to Xie Fuchun products. To honor this memorable historic moment, the brand also designated Sept 23 as its own brand day in 2025.
In recent years, Xie Fuchun has been embracing modern changes while preserving traditions. It has blended classical aesthetics with modern crafts, rejuvenating its traditional products.
Furthermore, the brand has been expanding its e-commerce blueprint by opening flagship stores and sharing its brand stories on platforms like Tmall, JD, and Douyin, the Chinese version of TikTok. In 2023, after appearing on the trending list of Sina Weibo, one of China's major social media platforms, it experienced continuous record-high sales, with its best-sellers, such as balms, duck egg powders, and osmanthus-flavored hair oil, repeatedly selling out.
"Xie Fuchun is more than just a cosmetics brand; it is also a guardian and promoter of traditional Chinese culture. We're steadily expanding overseas, enabling more people to appreciate the history and strength of Chinese beauty products," said Wang Guiming, CEO of Jiangsu Xie Fuchun National Cosmetics Co.
