-China’s oldest TCM brand to sponsor rising fashion star in unprecedented collaboration with tech giant Tencent
— Oldest TCM brand in China, with a history of nearly 500 years
— Guo Jiaxue, Chairman of the Board of GuangYuYuan: “Very few companies in the world boast a heritage as long as ours. For GuangYuYuan, the preservation of traditional culture and encouraging innovation are two of the pillars our company is built on.”
BEIJING, Sept. 27, 2017 /PRNewswire/ — The oldest of the “Big 4” Traditional Chinese Medicine brands, GuangYuYuan, will be making its global debut at Paris Fashion Week on 1 October 2017.
At an event organized by tech giant Tencent, during the finale of the biannual international “Big 4” fashion weeks, GuangYuYuan will sponsor an innovative runway show by up-and-coming Chinese designer Liu Qing, also known as Big-King, in what will be his first Paris runway show.
Guo Jiaxue, Chairman of the Board of GuangYuYuan Chinese Herbal Medicine Co., Ltd. explained the motivation behind this unique collaboration: “Very few companies in the world boast a heritage as long as ours. For GuangYuYuan, the preservation of traditional culture and encouraging innovation are two of the pillars our company is built on. We are excited to see how Big-King is able to incorporate distinctly Chinese elements into his designs, as well as some elements that reflect our own history of nearly 500 years.”
The GuangYuYuan-sponsored show received special permission to be held in the magnificent Musee Jacquemart-Andre, the first runway Paris Fashion Week show ever held in the museum. GuangYuYuan will also have highlights from its brand culture and design aesthetics on display during its Paris debut.
GuangYuYuan was founded in 1541. In 2003 it was acquired by a leading Chinese pharmaceutical conglomerate, Xi’an Dongsheng Group, and is listed on the Shanghai Stock Exchange under the name GuangYuYuan Chinese Herbal Medicine Co. Ltd., stock number 600771. In 2006, GuangYuYuan was honored by the Chinese Ministry of Commerce, receiving its “Time-Honored Brand” appellation. Two of GuangYuYuan’s oldest products, GuilingJi and Dingkun Dan, have been declared to be part of China’s intangible cultural heritage and their formulas have been named national secrets.
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