The Xuelei Fragrance Museum has officially opened its doors in Guangzhou, setting a new benchmark as the largest fragrance museum in the world. Its unveiling marks a pivotal moment in China’s ascendance within the global fragrance landscape, highlighting the country’s growing cultural and creative investment in the art of scent.

Occupying over “7,000 square meters, the museum’s architectural design draws on the poetic intersection of snow-capped mountains and the sculptural forms of perfume distillation vessels while its richly textured red brick façade reflects Xuelei Group’s dedication to craftsmanship, innovation, and sensory refinement.”

Conceived as both a cultural destination and an educational hub, the museum blends cutting-edge technologies with over 300 curated scent profiles to deliver an immersive, multisensory experience. Through spatial storytelling, interactive installations, and time-spanning olfactory narratives, visitors are invited into a vivid, exploratory journey—where the world of fragrance becomes not only visible and tangible, but profoundly experiential.

Image Credit: Xuelei Fragrance Museum