Exploring China's perfume market

A Market on the Rise 

Domestic perfume brands in China are flourishing with domestic brands like Melt Seasons, Documents, and To Summer captivating consumers with their culturally rich offerings. What sets these brands apart is their ability to blend tradition with modernity through packaging inspired by Chinese calligraphy, fragrance notes reminiscent of traditional teas that resonate with the Chinese consumer, and traditionally inspired designs. 

Nina Kim holding an IM Motor fragrance. Some EV and car companies in China have been exploring fragrance systems and perfumes as part of developing car models. Image: Supplied

The rise of these brands reflects a broader shift in consumer behaviour. There is growing pride in domestic products and a strong desire for innovation that preserves cultural heritage. This shift was further highlighted during our visit to Alibaba, where we saw firsthand how Chinese brands are leveraging innovation, technology, and quality manufacturing to win over consumers. Alibaba’s insights showcased the strides Chinese-made products have made, not only in the fragrance industry but across a wide range of consumer goods. Solidifying China’s reputation for producing high-quality products that are redefining the global market.  

East Meets West 

The packaging of Chinese perfumes is a testament to cultural pride. Designs incorporate intricate details such as Chinese calligraphy, patterns inspired by traditional art, and perfume bottles influenced by cultural vases and artifacts. These elements celebrate heritage while creating a visually stunning product. This celebration of culture is not exclusive to local brands. Global fragrance brands are taking note, introducing limited-edition collections and adapting their offerings to resonate with the Chinese market. 

A brand display for Chinese perfume brand To Summer. Image: Supplied

This theme of East meets West was evident throughout Shanghai, not only in the fragrance industry but also in food, architecture and fashion. At Fonterra’s Shanghai Application Centre, we learnt how Fonterra integrated Chinese flavours, preferences and food trends into their dairy products, meeting the demands of Chinese consumers to succeed in the Chinese market.  

Shopping as an Experience 

One of the highlights of my research was observing how shopping is deeply ingrained in the Chinese lifestyle. In Shanghai, flagship stores and pop-up shops were more than just retail spaces, they were immersive experiences designed for exploration, learning, and connecting with the brands. 

Brands like Documents and Guan Xia created sensory journeys through interactive scent boutiques and storytelling about their fragrances, making shopping feel like an art form. During a meeting with the team at Xiaohongshu, a leading Chinese social media platform, we learned how brands must adapt to engage effectively with Chinese consumers with tools such as livestreaming and utilising Chinese social media platforms to appeal to the Chinese consumer. International brands hoping to succeed in this market must be culturally literate and digitally savvy to create personalised engaging experiences that resonate deeply.  

Brands like Documents (pictured) create sensory shopping experiences through interactive scent boutiques. Image: Supplied

Scent Preferences with a Cultural Twist 

One of the most important lessons from this trip was understanding how international brands must adapt to succeed in China. It’s no longer enough to simply sell a product, brands must integrate elements of Chinese culture and traditions. For the fragrance industry, Chinese consumers tend to favour lighter, more subtle fragrances compared to the richer, heavier notes popular in the West. Fresh floral and tea-inspired scents dominate the market, like jasmine, osmanthus, and traditional teas. These preferences underscore the importance of cultural connection, requiring brands to thoughtfully align their offerings with local values and preferences. 

Insights presented by the New Zealand Trade and Enterprise team at the New Zealand Consulate General’s office further highlighted this point, emphasising the importance of cultural alignment and innovation for global brands navigating the dynamic Chinese market.  

A group shot of the members of the Shanghai Hui. Image: Supplied

My Learnings 

This trip deepened my understanding of how culture, consumer behaviour, and brand identity intersect in China’s fragrance industry. From tea-inspired scents to culturally rich packaging, I was inspired by how Chinese fragrance brands are carving out a unique space in the global market. Their ability to combine heritage with innovation makes China an exciting market for the future of perfumery. 

Reflecting on my experience, I deeply appreciate the pride and creativity driving this industry in China. These brands aren’t just creating products, they’re telling stories, building connections, and redefining what it means to embrace one’s heritage in a modern world.

You can read more about the Leadership Network's Shanghai Hui on the Asia New Zealand Foundation website.

Asia Media Centre