Resting calm

Wang Siran, a 32-year-old chemistry teacher who works and lives in Xi'an, Shaanxi province, values incense burning for its aesthetics and sees it as a form of self-expression.

"The delicate, minimalistic incense burners, along with the wafting trails of smoke, make incense a visually pleasing addition to my home, blending in with modern decor while introducing an element of traditional Chinese culture," she said. Some of her colleagues and friends use it to add ambiance to their daily activities such as reading, meditation, and tea ceremonies, she added.

Wang learned about the use of Chinese incense from social media platforms, such as Xiaohongshu and Douyin, which have also played a significant role in popularizing incense culture. Influencers and bloggers share images and videos of their incense rituals, detailing the types of incense they use, rituals around burning it, and its benefits for mental well-being.

Wang said Xi'an's ancient attractions draw Sinophiles to the city, with coffee shops, bookstores and restaurants using Chinese incense to attract customers.

"Just like hanfu (ancient Chinese clothing), which is popular among young Chinese, the use of incense represents a bridge between the past and present, helping them to slow down, find calm, and reconnect with a piece of their heritage," she said.

Weng, the perfumer, said incense products are examples of items that primarily have emotional value.

"Imagine lighting an incense stick in a dimly lit room on a rainy day, surrounded by a light fragrance while reading or daydreaming — isn't that delightful," he said.