Amouage Gets an Official Chinese Name — and Mixed Reviews

After five years of tentative steps into China—through retail counters, pop-ups, and shop-in-shops—Omani fragrance house Amouage has opened its first Asia flagship store in Shanghai’s Zhangyuan. The move marks both a conclusion to its initial explorations and a bold start to its next phase of expansion in the Chinese market.

Alongside the physical milestone comes a symbolic one: the unveiling of the brand’s official Chinese name—“阿漠史” (Ā mò shǐ). But the reception has been anything but unanimous.

Named “The Sillage,” the new flagship is the brand’s only ocean-themed boutique globally. It draws inspiration from Oman’s historic maritime connections with China along the ancient Maritime Silk Road. Design elements pay homage to this legacy—featuring traditional Omani single-mast boats and tales of Sinbad’s sea voyages to encapsulate a broader seafaring civilization.

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