Xuelei Opens World’s Largest Fragrance Museum in Guangzhou

On 9 July 2025, Guangzhou Xuelei Cosmetics Co. unveiled the Xuelei Fragrance Museum, now recognised as the world’s largest fragrance museum, spanning over 7,000 square metres in Guangzhou, China. With over 30 years of expertise in perfume and fragrance development, Xuelei launched this ambitious cultural initiative to showcase the rich heritage of traditional Chinese fragrance while embracing modern innovation and global collaboration.

Described as both a cultural landmark and a hub for innovation, the museum was developed to promote fragrance education, cross-cultural dialogue, and technological advancement. According to the company’s press statement, the museum is envisioned as a bridge between Eastern and Western olfactory traditions, offering visitors an immersive, multi-sensory experience. The initiative reflects Xuelei’s mission to revitalise China’s centuries-old fragrance legacy while nurturing global industry engagement.

The museum is more than a showcase; it is designed as a platform for academic exchange, talent cultivation, and R&D collaboration, positioning itself at the intersection of academia, industry, and innovation. It aims to support the next generation of fragrance professionals by fostering scientific exploration and creative experimentation within the scent industry.

The grand opening drew prominent figures from the global fragrance world, including senior executives and representatives from renowned houses such as Givaudan, IFF, Symrise, MANE, and Iberchem. These industry leaders also contributed to the museum’s development, highlighting the project’s collaborative nature and international significance in shaping the future of perfumery.

Source: Perfumer & Flavorist