Innovation and R&D

New National Trend Series Products.

Whether it is the inheritance of colors and patterns, or the application for the UNESCO heritage status of the 24 solar terms, this is our belief in cultural heritage.

Whether it is the Four Great Classical Novels from the late Yuan and early Qing dynasties, or the modern science fiction masterpiece "The Three-Body Problem" by Hugo Award-winning author Liu Cixin, this is our pursuit of the spiritual world.

Whether it is the awe-inspiring gold-inlaid pearl celestial globe from 300 years ago, or the fearless spirit of the Tianwen mission reaching for the stars and exploring the depths of the ocean, this is our exploration of the unknown world.

Chinese confidence, Chinese innovation, and Chinese dreams—this is the era that belongs to us.

Translation: R&D Background: Eastern Renaissance

With the arrival of the 4.0 Consumption Era 4.0 , the spending power focus of consumer groups has gradually shifted toward young people , and consumption content has increasingly turned to spiritual content such as culture and ideological trends . As the spending power of the Generation Z consumer group continues to grow, China is experiencing a moment of cultural revival  . Through deeper exploration of "Guochao"  , we have discovered that its  surface layer  reflects  cultural integration and   hybridization， while its  core represents a new interpretation of traditional culture through modern values. Behind "Guochao" lies the  great revival   of Chinese culture, the emergence of  Eastern aesthetics   after decades of dominance by  Western aesthetics , and a significant manifestation of the differences between Eastern and Western aesthetic cultures.

As we delve deeper into the concept of "Guochao," we have come to realize that throughout China's five thousand years of history, what has  passed   is time, but what remains unchanged is the  cultural confidence，intellectual independence， and  fearless courage  of Chinese civilization. These traits reflect the  belief  of the Chinese people in cultural  heritage  , the  pursuit  of spiritual fulfillment, and the  exploration  of  unknown realms . These values have guided us in defining three major "Guochao" thematic directions:

Ancient Charm: Town of Carefree - A celebration of traditional Chinese aesthetics and culture.

Dream of Huaxu: Realm of Freedom  - Inspired by Chinese animation  , blending fantasy and freedom.

Beyond Boundaries: Bureau of Creation - An Eastern cyberpunk  vision, exploring the fusion of tradition and futuristic innovation.

Ancient Charm: Town of Carefree (Guofeng)

Legend has it that the ancients used stars as points and connected them with ingenious thoughts. Town of Carefree tells the subtle connection between all things and the  24 solar terms， creating a utopia where people live carefree  through their understanding of the seasons. It reflects the wisdom of the ancients, who worked tirelessly to ensure the basic needs  of the people, and the accumulation  of knowledge across generations that has led to today's carefree life . This legacy deserves to be  passed down . Our Town of Carefree product is primarily aimed at    scene creation  for  cultural tourism towns .

Beyond Boundaries - The Creation Bureau (Oriental Cyberpunk)

A whimsical journey of Chinese creation, an ultimate adventure in innovation. The Creation Bureau is a futuristic space derived from a technological backdrop, where the streets of the future are filled with the products of the metaverse. Though our lives have no boundaries, human imagination is eternally limitless. The products of The Creation Bureau are primarily aimed at creating immersive scenes within shopping centers.

Dreaming of Hua Xu - The Realm of Freedom (National Comics)

Unbound by the five elements, free and unrestrained. The Realm of Freedom is inspired by Zhuangzi's dream of a butterfly, reflecting on the boundless creativity of the Chinese people over five millennia. What awaits us are unknown encounters, leading us vividly into a state of freedom. The products of The Realm of Freedom are mainly designed for creating scenes in open streets and commercial districts.

In this wave of national trend scene design, Fengchao has utilized immersive scene 5D theory as its foundation, crafting an all-encompassing immersive experience through the five senses: form, sound, color, taste, and light. Simultaneously, the company has delved into traditional Chinese elements corresponding to these five aspects: patterns (designs), sound, color, flavor, and lighting.

Sound: When There is Music, There is Dance; When There is Dance, There is Music

Across different historical periods, the use of musical instruments reflects the level of societal productivity at the time. Moreover, musical instruments fully embody the shifts in artistic pursuits and aesthetic values of the people, serving not only as carriers of historical culture but also as vessels of humanistic spirit. Therefore, Shanghai Fengchao's creative research team, in collaboration with independent creator @Baihua Studio, has composed original melodies titled Wuyou (Carefree), Xiaoyao (Freedom), and Wujie (Boundless) for the three major scenes.

Form: Patterns Carry Meaning, Meaning Brings Auspiciousness

China's millennia-long development has given rise to a splendid culture, with patterns being one of its most prominent representatives. Over thousands of years of evolution, the mediums and audiences for these patterns have gradually changed, driving the development and transformation of their structures, organizational forms, and colors. This has resulted in the creation of Chinese patterns that astonish the world. The Shanghai Fengchao creative research team has skillfully incorporated traditional Chinese patterns into the three worldviews.

Scent: Emotional Perception, Evoked by Smell

Different scents can directly influence our emotional perception through the sense of smell. When we associate a strong emotion with a particular scent, encountering that scent again can trigger the same memories. Therefore, the Shanghai Fengchao R&D team collaborated with a fragrance studio to create olfactory icons.

Color: The Five Colors of China - Blue, Red, White, Yellow, and Black

The Rites of Zhou: Spring Palace - Grand Minister describes ritual vessels: "Jade is used to make six vessels to honor heaven, earth, and the four directions. A  azure disc   honors heaven, a  yellow cong   honors earth, a  blue gui  honors the east, a  red zhang   honors the south, a  white hu   honors the west, and an  black huang   honors the north." Based on this, the Shanghai Fengchao R&D team used the five traditional Chinese colors as a foundation, selecting and adjusting  color temperature   and  hue  for the three product worldviews. They curated a unique  five-color system  tailored to different scenes, such as  traditional Chinese style  ,  Chinese animation  , and  Eastern cyberpunk .

Light: The Language of Communicating with Nature - Color Temperature and Angle

Light reveals the shape, texture, and emotion of objects, and each light source carries its own unique meaning. Therefore, the Shanghai Fengchao R&D team conducted extensive research on light  color temperature   and  chromaticity  . Only by understanding and controlling light can we design scenes that "speak."

Guochao Scene Derivative Peripherals

In the new era, cultural prosperity and revival are at the forefront, with "Guochao" (Chinese trend) leading the way. Fresh values, like a spring breeze nurturing the rain, continuously reinterpret and constructively evolve traditional culture. The emergence of Guochao comes as a response to decades of Western aesthetic dominance, marking a resurgence of Eastern aesthetics. Within the Guochao narrative, the cultural confidence, intellectual independence, and boldness of Chinese civilization are vividly expressed.

This trend introduces the "Guochao" scene, which explores and practices new expressive styles and story settings. The journey from product conception to finalization is not a solitary endeavor but a collaborative effort of collective wisdom. The gradually clarified stories, scenes, and worldviews during the creative process reflect the potential within each team member, summoned by the spirit of the times.

Production Team: Shanghai Fengchao Innovation and R&D Department

Co-produced by: China Commercial Scenarios Research Institute Planning Support: Huang Zhanglin Studio

Brand Official Release: Shanghai Fengchao Brand Department Promotion Support: Real Estate Self-Media Alliance, Meichen Network

Original Fonts: Rizhi Trend Font Library

Original Music: Baihua Music Studio

Video Production: Shanghai Xinka Film and Culture Communication Co., Ltd.

Online Platform: Shanghai Rumo Information Technology Co., Ltd.

Brand Collaboration: TCAKE

All the above content, including but not limited to copywriting, original artwork, P characters, logos, and scene elements, is the exclusive property of Shanghai Fengchao Culture Technology Co., Ltd. Any infringement will be pursued legally.