The “beauty of China” is a profound and boundless treasure—yet its richness remains a hidden gem on the global stage.
As China’s luxury market continues its meteoric rise, more international luxury brands are venturing into this vibrant land, drawing inspiration from its vast reservoir of culture, history, and artistry. These brands are becoming global storytellers, showcasing the unparalleled allure of China to the world.
Among them, Qeelin stands apart as a rare luxury brand with authentic Chinese roots. From its founder, CEO, and creative director to its dedicated team, iconic designs, and loyal clientele, Qeelin embodies a heartfelt reverence for Chinese culture. This cultural bond not only grants Qeelin a distinct edge in the Chinese market but also empowers the brand to share China’s unique narrative on the global stage.
From capturing the idyllic, poetic beauty of the Yulong River in Yangshuo, Guilin, to launching its pioneering research on historical accessories from Dunhuang in 2024, Qeelin’s enduring passion for China’s cultural treasures has once again led the brand to explore the nation’s hidden wonders. This time, it ventures into the depths of Qiandongnan in Guizhou, journeying to Zhaoxing and Huanggang villages—heartlands of the mysterious and enchanting Dong people.
- Why Does Qeelin Consistently “Discover the Beauty of China”?
- How Does Qeelin’s Profound Understanding of China Become Its Defining Edge?
- Could Qeelin Become the Ultimate Global Messenger of China’s Timeless Grandeur?
Shining a Spotlight on the Creators of Beauty and Culture
This year, Qeelin’s exploration has gone beyond last year’s focus on the scenic splendor of Yangshuo’s Yulong River. The brand has taken a bold step forward, delving deep into the cultural and humanistic essence of the Dong people.
The Dong villages of Zhaoxing and Huanggang in Qiandongnan are the cultural epicenters of the Dong people. Here, ancient traditions endure as the Dong continue their clan-based way of life. Tiered terraced fields stretch across the mountains, while wooden stilted homes are scattered along the valleys. Their agricultural lifestyle is simple yet serene, steeped in a quiet harmony with nature.
But what sets the Dong people apart is their spiritually rich world. They revel in life, cherish joy, and celebrate festive occasions with fervor. At the heart of every village stands the sacred drum tower, a communal hub for vital decisions and ceremonial gatherings.
During festivals, Dong women wear exquisite embroidered costumes adorned with dazzling silver floral and feather ornaments. Their unique square aprons, also meticulously embellished with silver decorations, reflect their skill and heritage.
No Dong celebration is complete without the famed Grand Song of the Dong, a cornerstone of Dong culture and identity. In 2009, UNESCO recognized the Grand Song of the Dong as a Masterpiece of the Intangible Cultural Heritage of Humanity. The Song is both a living historical archive and a cultural touchstone that has shaped the Dong people’s character: free-spirited, warm, hospitable, and deeply connected to nature.
Without a written language, the Dong people have preserved their customs and traditions through oral transmission for over 2,500 years. Music is the lifeblood of their community: they make friends through songs, greet guests with antiphonal singing, pass down wisdom via “song teachers,” celebrate important occasions with grand songs, and even express their romantic feelings through melodies.
The Dong people’s way of life—vibrant, unrestrained, and at peace with nature—touches the core of human longing: a desire to return to the purity of authentic living. It is this universal yearning that Qeelin so masterfully captures, resonating with the spiritual needs of today’s audience.
In a masterful tribute to the Dong people’s rich heritage, Qeelin collaborated with its global brand ambassador, Lay Zhang, to reimagine the classic Grand Song of the Dong Zu Gong Luo Zhai (“Ancestor Builds the Village”). This evocative piece tells the story of the Dong ancestors’ courageous journey in search of an idyllic homeland.
In Qeelin’s stunning Chinese New Year short film, the Dong men are shown on a misty hillside, blowing the lusheng (a traditional reed instrument) as their melodies echo across the mountains. In a moment of breathtaking harmony, their music blends seamlessly with Dong women’s clear, soulful voices and the gentle resonance of piano notes. The tranquil imagery of flowing streams, chirping birds, and the soft jingling of silver ornaments paints a vivid portrait of life in the Dong villages. Here, amidst the mountains and rivers, the Dong people sing their stories, their voices intertwined with the rhythms of nature.
This awe-inspiring short film is not just a feast for the senses—it is a gateway to discovery, offering a new generation of viewers a rare glimpse into the enchanting world of the Dong people. Through its artistry, Qeelin has succeeded in presenting this lesser-known yet mesmerizing culture in a way that is both emotionally stirring and visually unforgettable.
By weaving ancient traditions with contemporary creativity, Qeelin has once again demonstrated its ability to celebrate and elevate the profound “beauty of China” for a global audience.
Co-Creation with Brand Ambassador: Enriching the Expression of Cultural Storytelling
People are the creators of all spiritual and cultural achievements. By focusing on individuals, Qeelin demonstrates a deep connection to the emotional world, intellectual traditions, and cultural legacy that Chinese civilization has upheld for millennia.
The Grand Song of the Dong is an extraordinarily rare musical form. It first debuted on the international stage in the early 1980s, leaving audiences in awe. Praised as “music that sparkles like clear spring water, with melodies that brush the edge of ancient dreams,” the Grand Song of the Dong showcases ethereal artistry.
This unique musical style features a lead vocalist singing high notes accompanied by harmonious low tones from a chorus. The multi-part singing is performed without instruments or conductors, achieving natural harmony that feels like the voice of heaven. The Dong people find inspiration in the natural world. Their songs mimic the sounds of chirping birds and humming insects, seamlessly blending with their environment.
Adapting and innovating upon such a distinctive musical tradition is no easy task.
In collaboration with Lay Zhang, its global brand ambassador, Qeelin modernized the Grand Song of the Dong. They added the refined sounds of a Western piano to this traditional, Eastern, and ethnic music style. Set against the serene backdrop of Dong villages, surrounded by lush mountains and flowing waters, Zhang gives an elegant performance on the piano, showcasing a profound fusion of tradition and modernity, East and West.
Co-creating with brand ambassadors is not uncommon, but shared vision and values form the foundation of such partnerships.
Lay Zhang, Qeelin’s global brand ambassador, continuously pushes the boundaries of musical creativity. His work reflects the depth of traditional Eastern music and the spontaneity of modern performance, a synergy that aligns perfectly with Qeelin’s philosophy.
In a previous interview with Luxe.CO, Qeelin CEO Christophe Artaux shared: “Qeelin is a brand that blends Eastern and Western cultures. It stands at the crossroads of tradition and modernity, balancing fashion and heritage, harmony and equilibrium.”
Zhang’s involvement not only brought a professional and innovative perspective to Qeelin’s musical endeavors but also infused a contemporary and youthful energy into the brand’s latest collection and the entire short film.
In the short film, Lay Zhang wears Qeelin’s new Wulu Eternity Collection. On top of the classic gourd shape, the round shape representing completeness is layered on top of the gourd shape to symbolise the flow and circulation of energy, and the Wulu Collection, which stands for ‘Fortune and Luck’, has a beautiful meaning of ‘Eternity’. The Wulu collection, representing ‘Fortune’, has a beautiful meaning of ‘Eternity’.
Above: The new Wulu Eternity collection by Qeelin.
How Does Qeelin Understand and Embody the “Beauty of China”?
The answer perhaps lies in Qeelin’s inherent ability to “discover the beauty of China.”
Every initiative taken by the brand is built upon Qeelin’s unique interpretation of Chinese culture and its deep emotional resonance with the Chinese people.
Since 1997, Qeelin founder Dennis Chan has been captivated by the murals of the Mogao Caves in Dunhuang. This profound experience marked the beginning of the brand’s journey to “discover the beauty of China.”
Qeelin continually explores and unearths the elements of beauty scattered across the vast Chinese landscape, transforming them into signature collections like Bo Bo and Xi Xi. Simultaneously, through cultural projects such as supporting research into Dunhuang accessories and producing Chinese New Year short films like the one set in the Yulong River, Qeelin has deepened its symbiotic relationship with Chinese culture.
Above: Dunhuang Bo Bo by Qeelin.
“As far as we’re concerned, China will remain the engine of growth. The Chinese Mainland will continue to be our first and most important market,” emphasized Qeelin’s CEO Christophe Artaux in an interview with Luxe.CO.
From the grandeur of the “Golden Dragon Parade” to the hauntingly beautiful melodies of the Grand Song of the Dong, and the thousand-year-old aesthetics uncovered in Dunhuang’s accessory research, Qeelin’s partnership with Chinese culture is not only a celebration of shared appreciation but also an infusion of the brand’s unique interpretation and creative spirit.
Above：Qeelin’s New Year’s Eve Short Film”Golden Dragon Parade”
As Christophe Artaux noted: “What sets Qeelin apart from other brands is that it is born out of Chinese culture. This is a unique characteristic. We will continue to deepen our focus on culture, as I believe this is the only way to stand out in an extremely competitive market.”
Conclusion
“Discovering the beauty of China” is an inexhaustible source of inspiration for Qeelin. Although the relatively young brand may not boast the century-long heritage of some luxury brands, it is firmly rooted in the vast, profound legacy of Chinese culture.
Exploring China’s beauty not only helps Qeelin build a uniquely fortified brand identity but also positions Chinese aesthetics as a key differentiator in its global expansion. For instance, Qeelin’s flagship store, which opened last year in Ginza, Tokyo, seamlessly integrates Chinese cultural elements into its architectural design and product aesthetics, resonating deeply with local consumers.
It is clear that Qeelin’s journey to discover the beauty of China is far from over—it is merely the beginning of an extraordinary narrative. We look forward to seeing Qeelin emerge as a global ambassador of Chinese beauty, leading a timeless cultural dialogue across the world and continuing to bring joy and inspiration to consumers worldwide.
Above：Qeelin Flagship Store Ginza Tokyo
丨Image Credit:Qeelin, Shangchengshi
丨Editor: Zhu Ruoyu
