As China's intangible cultural heritage gains global recognition, more Chinese heritage brands are seeking to expand their presence worldwide. Business leaders and officials from China and the United States gathered in Los Angeles recently to discuss the global expansion of Chinese heritage brands.

"This is not merely about exporting goods; it encompasses a comprehensive globalization strategy that includes resource integration, research and development collaboration, and the establishment of overseas operational hubs," said Sun Jian, president of Beijing Yu Tai Xiang Culture Media Company.

Sun, the fourth-generation heir, officially launched the century-old family brand Yu Tai Xiang 1918 in the US. As a leader, Sun and her company have played a key role in promoting Chinese intangible cultural heritage worldwide.

The international expansion includes a strategic partnership with a local real estate company, to create a business resource-sharing platform for Chinese companies entering the North American market.

"With our brand as the platform and our solid expertise in design as the foundation, we are driven by a passion for local original craftsmanship and a deep respect for Eastern intangible cultural heritage and artisans," Sun said. "We aim to connect Chinese brands with the world, allowing global audiences to experience the richness of Eastern culture."

China's rapid economic growth and technological innovation have sparked a renewed appreciation for its rich cultural heritage. This blend of progress and tradition has driven a movement to promote the new Chinese lifestyle, inspired by traditional craftsmanship while showcasing the beauty of the East to the world.

"It's time for China's cultural and creative products to go overseas," said Ye Chun, president of the China General Chamber of Commerce Los Angeles, adding that the chamber will actively support the expansion of Chinese heritage brands.

Vinh Ngo, mayor of Monterey Park — a city where 65 percent of the population is Asian, mainly Chinese American — views this expansion as a positive development for international business and cultural exchange.

'Amazing adventure'

"I think it's an amazing adventure for them to come out here," Ngo told China Daily. "Business is international, and we like to see the collaboration, so bringing in the culture of China into the US and vice versa is beneficial. Trade is a good thing for all economies, and this will be welcomed in many cities in the San Gabriel Valley, given the strong Chinese and Asian communities here."

John Chou, a council member of the City of San Marino in Los Angeles County, echoed this sentiment, highlighting the unique artistic and historical value of Chinese heritage products.

"I think it's always good to introduce overseas products because the local market may not be aware of them. With the long history of these companies and the artistic nature of their products, they bring something truly unique that is not commonly found here," Chou said.

Highlighting the significance of bringing Chinese brands into the North American market, former California state assemblyman Mike Eng emphasized the demand for diverse product offerings.

"It's very important to have as many products as possible available. North American consumers like variety — different sizes, colors, and shapes. This is great for people who often spend extra money on gifts for special occasions like Christmas or birthdays," Eng told China Daily.

However, there are lots of challenges to bringing Chinese heritage brands to the global market, according to Peter Wu, CEO and founder of Xavvi, a TikTok Shop partner offering training, content production and advertisement services to brands. As foreign consumers lack an understanding of the brand's cultural and historical value, many heritage products cannot be mass-produced for wider distribution.

"Heritage brands have something truly unique to offer, but they need to modernize their approach to storytelling and engagement," Wu explained. "Our goal is to blend their rich cultural background with Western consumer trends to create something that resonates globally."

As an influencer-driven marketing platform, Wu said they will collaborate with top US influencers to co-brand and market Chinese heritage brands, providing brand localization and marketing solutions for Chinese manufacturers.

"It's about bridging the gap between tradition and innovation," Wu added. "A brand must captivate and engage a global audience while staying true to its roots."