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A store focused on integrating intangible cultural heritage with consumer needs opened in the Wangfujing commercial block in Beijing on Wednesday.

Yuxun Jingxi was launched by Beijing Gongmei Group, a leading name in China's arts and crafts industry.

The store is designed to be a cultural hub that combines ICH workshops, pop-up exhibitions, tea and coffee lounges, and retail.

This mix of offerings seeks to foster dialogue between the legacy of traditional arts and the preferences of consumers.

Yuxun Jingxi is the first physical manifestation of Yuxun, a brand established in 2023 by the Beijing Gongmei Group to engage younger consumers.

The store's multidimensional cultural space allows visitors to have an interactive experience while shopping.