The new guochao is Intangible cultural heritage, according to BEAST's China Atelier.

Last september, we can see whether intangible cultural heritage (ich) was the next phase of a unesco ich and every brand is clearly adopting ich marketing.

The answer is yes, according to beast, a chinese luxury brand, beast () opened the first of its “ ” concept stores in xintiandi in late february.

Beast partnered with quanzhou bead embroidery, yongkang tin carving, song brocade, and teochew woodcarving for the 2025 cruise exhibition.

Beast's loungewear and pyjama collections, as well as a song brocade line, are among the international luxury brands, such as louis vuitton and loewe, are all researching embroidery inheritanceor chen keren to create a traditional scented sachet line.

However, a homegrown luxury lifestyle brand would debut lines inspired by these crafts, as well as regional ichs in china.

However, an offline concept store such as the china atelier from beast, which is likely to expand, is a natural choice.

We may well see the "new chinese style" extend beyond fashion to every facet of life, as shown by our step-by-step guide to ich and ochao.

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