Modern twist

The art of hexiang, as Weng sees it, lies in making these traditional scents desirable in a modern context while preserving their wellness benefits.

He has created new incense products with his own twist, like blends for sleep, relaxation, or sharper focus, that are designed with the younger generation in mind. "To revive traditional culture, you have to bring it into people's lives in a way that feels relevant and relatable," he said.

This year, Weng has been encouraged by a new wave of young people exploring traditional wellness practices. Many of his customers are drawn to incense as a way to reduce stress and reconnect with their cultural heritage.

"The more I share my knowledge, the more I see people — especially young people — taking an interest," he said.

Zhang Junfeng, 23, is also dedicated to making incense. After graduating from the Xi'an Academy of Fine Arts with an art education major, he returned to his home in Yantai, Shandong province, and launched his own incense brand.

Zhang said he sensed the younger generation's rising interest in Chinese incense, especially as more people faced the pressures of urban living, demanding work schedules, and the pervasive digital environment. "As the scent fills the room, it creates a sensory refuge, helping users to center themselves and let go of daily tensions," he explained.

Traditional Chinese incense is crafted with care and patience, Zhang said.