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Brand Profile
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Brand Introduction

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Brand Introduction

Chen Yu Xiang Yang Atmosphere Enjoyment
Chen Yu Xiang Yang

Chinese incense, nurturing freedom.

Chen Yuxiang Yang, an Eastern fragrance‑based lifestyle brand under the century‑old intangible cultural heritage time-honored brand Chen Yuxiang (formerly Boshantang).

The brand draws on the time-honored incense‑making and herbal‑medicine traditions of Boshantang, founded in 1910, taking China’s ancient herbal incenses as its creative foundation. By weaving a century of incense‑crafting wisdom into contemporary life, it creates fragrances that blend Eastern elegance with modern aesthetics, making Chinese incense a natural way to nurture body and mind and reconnect with oneself in everyday living.

Chen Yu Xiang Yang draws inspiration from the spiritual essence of Zhuangzi’s “Free and Unfettered Wanderings,” advocating an attitude of living authentically and with ease: refusing to be defined by the outside world, eschewing conformity to societal norms, letting go of life’s distractions amidst fragrances, indulging oneself, and returning to a genuine, serene inner self.

We believe that fragrance is not merely a scent in the air, but also a way for people to connect with themselves. Each time we inhale a fragrance, it brings a moment of relaxation and a journey inward—a quiet reaching for the heart.

A Yao
A Yao

Brand IP Image — “A Yao”

Atmosphere Enjoyment

Enjoy life, and savor what you desire.

Fenxiang is a daily‑care brand under Chenyu Xiang, blending Eastern and Western botanical wisdom with an immersive fragrance experience.

Drawing on China’s time-honored tradition of herbal aromatherapy and the Western ethos of botanical fragrance, the brand carefully selects natural aromatic plants and seamlessly integrates cutting-edge extraction techniques with the art of scent into body care, personal hygiene, and everyday household products—offering consumers a daily lifestyle that combines the nurturing benefits of nature with an indulgent sensory experience.

We believe that fragrance is not merely an added sensory experience—it is a bridge that connects people to their lives. The crisp freshness of morning, the focused calm of work, the gentle relaxation of coming home, and the quiet joy of solitude—each moment of life can be imbued with its own unique scent.

Fenxiang champions a lifestyle of respecting one’s feelings and choosing freely: life doesn’t have to be confined to a single state; everyone can harness the power of fragrance and plants to proactively cultivate the ambiance they desire.

Let plants take care of the everyday, and let fragrances echo your inner world.

"Jade Spirit"

Brand IP Image — “Yu Ling”