Chinese heritage brands seek to expand globally

Business leaders, officials in the US discuss ideas for cultural integration

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.