BEIJING — For Selena, a consumer from Spain, traditional Chinese culture came alive in an unexpected way: a makeup palette. The compact from Chinese cosmetics brand Florasis, intricately engraved with a phoenix, struck her as more a work of art than a cosmetic.

"I love how traditional craftsmanship is integrated with cosmetics,"Selena said. "It has deepened my understanding of Chinese culture, and I will buy some for my family and friends."

Founded in Hangzhou in 2017, Florasis has built its identity by fusing traditional Chinese artisanal techniques, such as Miao silverwork and Su embroidery, into contemporary makeup design. Its unique storytelling, exquisite product craftsmanship and elegant packaging have helped the brand stand out amid the hundreds of cosmetics brands emerging each year.

Building on its domestic success and aesthetic appeal, Florasis has gained a strong international following. The brand launched its official store on Amazon Japan in March 2021, where several products sold out shortly after their debut. It has since expanded to Ulta Beauty, the largest beauty retailer in the United States.

The story of Florasis is not isolated. From specialty tea drinks to designer toys, a wave of Chinese brands is reshaping global tastes. These companies go beyond superficial cultural symbols to showcase the deeper essence of Chinese traditions. They redefine "Made in China", captivating global consumers with craftsmanship, design and distinctive aesthetics, not lower prices.

Another example of this trend comes from Guangdong province in South China, where a metal construction toy inspired by ancient wedding customs has gained global popularity. Composed of hundreds of precisely cut pieces, the kits can be assembled into elaborate bridal headdresses reminiscent of those worn by imperial brides.

Ye Zuwei, deputy general manager of Dongguan Weishi Culture Technology Co Ltd, which operates the brand, said the company's exports rose 15 percent year-on-year last year. "Cultural elements give products a longer life cycle," he said."Once completed, these models resemble finely crafted artworks rather than conventional toys, offering consumers both visual pleasure and a sense of accomplishment."

Data underscore this trend. Despite mounting global headwinds, exports of products from Chinese homegrown brands increased by 12.9 percent year-on-year in 2025, according to customs figures. In the first three quarters of last year, exports of festive goods, dolls and animal-themed toys exceeded 50 billion yuan ($7.2 billion) and reached more than 200 countries and regions.

The global popularity of China-chic products reflects the influence of traditional Chinese culture, the creativity of Chinese enterprises and the strength of the country's manufacturing base, said Wang Jun, deputy head of the General Administration of Customs.

Echoing the view, Lu Dandan, an associate professor at the Shanghai Academy of Fine Arts, emphasized the pivotal role of China's manufacturing ecosystem in translating profound cultural heritage into sophisticated consumer products.

"The rise of Chinese IP is the result of almost a decade of evolution," Lu said. "It is the country's manufacturing capacity that has sustained this shift and will continue to shape the trajectory of China-chic."

The explosive growth of China-chic products has been further accelerated by the global expansion of China's internet platforms, experts said. By leveraging social media and cross-border e-commerce, Chinese brands are reaching consumers worldwide, integrating Chinese lifestyles into global culture while building brand awareness and loyalty.

Policy support has also played a crucial role. The government launched China Brand Day in 2017 to raise public awareness of brand development and foster a favorable environment for brand building. Provinces such as Zhejiang and Guangdong have rolled out specialized programs to steer cultural consumption away from short-lived trends toward sustainable growth.

Wang Xianqing of Guangdong Baiyun University said Chinese companies are not merely selling products; they are exporting Eastern cultural experiences, philosophy and aesthetic wisdom. These offerings resonate with global consumers' growing desire for diverse civilizations, sustainable lifestyles and meaningful experiences, he said.

"Accelerating the global expansion of Chinese brands and building a broader portfolio of internationally influential names could help China move up the global value chain, from manufacturing to high-end cultural creation," he added.

Xinhua