A New Fragrance Frontier: The Xuelei Fragrance Museum Opening
On July 9, 2025, a groundbreaking chapter in the world of perfumery was written with the official opening of the Xuelei Fragrance Museum in Guangzhou, China. This new museum not only claims the title of the largest fragrance museum globally, but it also signifies a notable step in China's expanding influence in the fragrance industry. Covering an impressive 7,000 square meters, the architectural design of the museum is an artistic fusion of snow-capped mountains and perfume distillation equipment. Its red brick exterior not only stands out aesthetically but also embodies the Xuelei Group's pursuit of both technical excellence and artisanal mastery.
At the heart of this museum is a commitment to fragrance education and cultural engagement. Visitors can explore an interactive and immersive experience featuring over 300 distinct scent profiles. With the integration of intelligent technologies, the museum crafts an environment that resonates with the senses—where sound, sight, and of course, scent intertwine to tell the rich narrative of fragrance history and culture. The museum is designed to be not just a space for display, but an immersive journey through time and dimensions that connects people with the deep cultural significance of scents.
The launch ceremony of the Xuelei Fragrance Museum was attended by prominent figures from top global fragrance companies, including Givaudan, Firmenich, IFF, Symrise, MANE, Iberchem, and CPL Aromas. These industry leaders not only celebrated this remarkable achievement but many contributed to the museum's establishment. During the opening, Mr. Weng Zhenguo, Chairman of Xuelei Group and the museum's founder, offered his reflections on the company's three-decade journey in the fragrance sector. His heartfelt gratitude extended to his team and partners, emphasizing the collaborative spirit that helped bring this project to life.
Beyond being just a cultural monument, the Xuelei Fragrance Museum serves as a catalyst for innovation within the industry. It aims to revive and enrich China's traditional fragrance culture while facilitating a global exchange of olfactory ideas between the East and West. With robust ties to academia, industry, and research, the museum presents a platform for talent cultivation, technological advancements, and academic exchanges that lay the groundwork for future fragrance professionals.
To enhance the competitive edge of Chinese fragrance enterprises in the global arena, the museum is dedicated to resource aggregation and streamlining supply chains. It sets the stage for local companies to evolve into internationally recognized brands, fostering innovation that bridges traditional craftsmanship with modern-day needs.
In looking forward, the Xuelei Fragrance Museum envisions deepening its exploration of traditional Chinese fragrance culture while embracing global perspectives. This harmonious blend of heritage and modernity aims to create a new cultural avenue through olfactory artistry, effectively connecting the rich traditions of the East with contemporary global trends. The museum stands as a legacy of craftsmanship that affirms the importance and value of fragrance across cultures.
For more information about the Xuelei Fragrance Museum, visit
www.xuelei.com or follow them on Instagram under their official handle. The future of fragrance begins here, in Guangzhou, where education and inspiration converge in the richest of scents.