Xuelei Group unveils fragrance museum in Guangzhou, China

CHINA – Xuelei Group, a Chinese-based brand specializing in researching, developing, producing and selling all kinds of perfumes, has officially unveiled the Xuelei Fragrance Museum in Guangzhou, China. 

This museum spans over 7,000 square meters and is now recognized as the world’s largest fragrance museum to date. 

These spaces invite guests to engage with scent through touch, sound, taste, and visual elements, creating a dynamic and emotionally resonant journey. 

According to the brand, visitors can also customize their perfumes using AI-powered systems and receive personalized scent-experience reports.

This project reflects Xuelei’s nearly 30-year legacy in fragrance innovation and its commitment to elevating China’s role in the global olfactory landscape.

The museum offers visitors a blend of over 300 unique scent profiles with intelligent technologies, offering interactive exhibits that explore the history, science, and artistry of fragrance.

The museum’s red brick façade symbolizes artisanal craftsmanship and technical excellence. 

In addition, it features several themed zones, including the World Incense Exhibition Hall, Synesthesia of Scent Exhibition Hall, and an Aromatic Garden. 

During the opening ceremony, executives and representatives from leading fragrance houses, including  Givaudan, dsm-firmenich, IFF, Symrise, MANE, Iberchem, and CPL Aromas, attended the inaugural.

Chairman Weng Zhenguo emphasized the museum’s role as a cultural bridge between East and West, and as a catalyst for industry innovation, talent development, and academic exchange.

With its fusion of tradition and technology, the Xuelei Fragrance Museum positions China at the forefront of olfactory artistry, offering a new platform for storytelling, education, and global dialogue through scent.

This move comes after the company recently announced the successful relocation of its headquarters to Guangzhou.

The facility integrates advanced R&D labs, modern office spaces, and immersive experience zones that support both product innovation and customer engagement.

The relocation is expected to enhance cross-functional collaboration across departments, streamline logistics, and provide a dynamic environment for talent development.

In addition, during the inauguration, the company’s Chairman Weng Zhengguo and other senior executives unveiled the new Xuelei logo as an act of symbolizing the official start for the new headquarters. 

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