Can Songmont Build a Fragrance Empire?

Over the past few years, Songmont has risen to prominence in China’s fashion scene with a formula that blends compelling visual storytelling, strong female narratives, and nostalgic branding. Known for its signature campaigns and minimalist aesthetics, the bag brand has captured the hearts—and wallets—of China’s middle-class women and visitors. But now, Songmont wants more.

The brand has just made its most ambitious move yet: the launch of Songmont Fragrance, a new line that includes perfumes, candles, incense sticks, and reed diffusers. Anchored by a debut scent named Chen Shan, the launch positions Songmont not just as an accessories label, but as a contender in the lifestyle space.

However, entering the fragrance market—especially with a high price tag and a niche scent profile—places the brand in unfamiliar terrain. The question isn’t just whether consumers will buy, but whether they’ll believe.

The new fragrance line is heavily infused with Songmont’s usual storytelling DNA. The brand worked with Chinese perfumer Yili to create Chen Shan, a scent described as “unfragranced fragrance,” a poetic attempt at spatial subtlety and cultural depth. Retailing at 1,280 RMB for 30ml, the product sits firmly in the premium niche.

To support the launch, Songmont released a short film, which traces the relationship between the Li ethnic group and agarwood harvesting. This narrative framework elevates the scent’s agarwood base from just a note to a symbol of memory, silence, and spiritual space.

The campaign—as always with Songmont—is visually meticulous. The product is photographed in architectural, contemplative settings. The bottle is minimalistic, borrowing from ceramic references. The storytelling is steeped in cultural nuance. It all looks and sounds good.<