Xuelei Unveils the World’s Largest Fragrance Museum in Guangzhou

On July 9, Chinese fragrance house Xuelei officially opened the doors to its long-awaited fragrance museum in Guangzhou — a 7,000-square-meter sensory playground that now stands as the largest institution of its kind globally.

Marking the brand’s 30th anniversary, the Xuelei Fragrance Museum represents a major milestone in the company’s evolution from perfume maker to cultural ambassador. With a mission to revive and globalize Chinese fragrance traditions, the museum aims to bridge the past and the present, East and West, while offering the industry a high-profile platform for cultural dialogue and commercial collaboration.

During the opening ceremony, Xuelei chairman Weng Zhenguo recalled the brand’s three-decade journey and articulated his vision for fragrance as a vital cultural force in China’s modern lifestyle.

With its red-brick interiors, snow-mountain-inspired architecture, and distillation-themed design motifs, the space combines scent education, olfactory experimentation, and cutting-edge technology. Its open-format exhibitions immerse visitors in interactive zones that explore over 300 scents across time periods, geographies, and sensory triggers — all in a layout that invites wandering, exploration, and play.

The event also included the signing of a national touring exhibition plan and the appointment of an academic advisory committee, while the “Fragrance Excellence Honor Award” was bestowed on teams and collaborators instrumental to the museum’s creation.

More than just a space for scent, the museum positions Xuelei at the forefront of China’s cultural and creative push, signaling fragrance’s growing role in shaping aesthetics, memory, and identity in contemporary Chinese life.