Li Qinrui sank into her couch, her mind still buzzing from a hectic day at the office. Outside, Beijing hummed with its usual energy, but inside her apartment, it was a different world.
She reached for a small box of Chinese incense sticks on the table and selected a sandalwood one. With a gentle flick of the lighter, the scent began to fill the room, wrapping around her like a comforting embrace.
As the smoke curled upward, the 36-year-old, a project manager at an internet company, felt the tension of the day slowly unravel. The outside world — the rush, the noise — seemed to fade.
"The incense is more than just a fragrance; it's a ritual, a moment of peace in my hectic life," she said. "Lighting an incense stick allows me to disconnect from work, slow down and refocus. As the smoke rises, my stress melts away."
Li discovered Chinese incense through social media platforms such as Xiaohongshu and Douyin, which have played a major role in popularizing it.
In recent years, Chinese aromatherapy has emerged as a new lifestyle trend among young people, blending ancient tradition with contemporary sensibilities. Influencers and bloggers share videos of their incense rituals, detailing scents, techniques and the mental health benefits of burning incense.
Chinese aromatherapy brands, such as To Summer, Documents and Song Chao, are redefining the fragrance scene in the country, and an increasing number of distinctly Eastern fragrances have emerged, from tea-inspired scents to floral fragrances, such as osmanthus, plum blossom and lotus.
According to the China Incense Culture Research Institute, the history of incense in China dates back to the Spring and Autumn Period (770-476 BC) and the Warring States Period (475-221 BC), when it was first used for ceremonial and religious purposes.
Incense became central to Buddhist and Taoist rituals, symbolizing purity and reverence. It was burned during prayers. By the Tang Dynasty (618-907), as Buddhism spread, incense permeated temples and households alike, extending its influence beyond religion into daily life as a bridge between the natural and spiritual worlds. During the Song Dynasty (960-1279), incense evolved into xiangdao, or the way of incense, a refined art emphasizing mindful appreciation and contemplative enjoyment.
In recent years, Chinese incense has quietly made a comeback. According to a report on the trend analysis of China's fragrance and aromatherapy industry in 2025, the country's fragrance and aromatherapy market reached 27.8 billion yuan ($4.04 billion) in 2024, covering perfumes, car fragrances, home fragrances and personal care products.
"It's no longer just about buying perfumes or incense sticks," said industry analyst Xu Ru, noting that China's "scent economy" is expanding rapidly.
Experiential fragrance activities are also booming, with workshops teaching participants to identify raw materials and blend their own unique scents.
"These experiences turn fragrance into a lifestyle choice," Xu added."Young consumers use scent to relax, express themselves, and connect with culture. For them, fragrances are statements of style, culture and identity. Homegrown brands are redefining how people experience scent in contemporary China."
Zhang Junfeng, 25, was inspired by the growing interest in traditional scents among young city dwellers to launch his own incense brand.
Zhang and his business partner, a computer science major, developed an incense fragrance calculator. Users can select base ingredients, such as sandalwood or lavender, and complementary notes like citrus or spices. The tool suggests balanced ratios and teaches users about the aromatic properties and cultural history of each ingredient.
"We want young people to engage with the ancient art of incense making," Zhang said. "Our goal is to make it accessible and relevant in a modern context, fostering a deeper appreciation for cultural heritage among a new generation of enthusiasts."
