The Jiangsu Provincial Department of Culture and Tourism recently released a proposed list of trendsetting Chinese brands for city duty-free stores. Among the names, Zhangjiagang Xinrui Arts & Crafts Co, known for its artisanal chopsticks under the NEWREA brand, has been shortlisted.
For over two decades, the company has upheld the legacy of traditional Chinese chopstick craftsmanship while adapting to modern consumer trends and tapping into the global market. Thanks to its high-quality products and customer-centric service, the brand has secured corporate gift partnerships with global giants including Coca-Cola, Bayer, Hilton, China Merchants Bank, and Huawei.
The company has also become an original equipment manufacturer (OEM) for international luxury brands such as Hermès-owned Shang Xia, Christofle, and ROSLE, transforming the traditional craft into a modern lifestyle brand.
City duty-free stores are outlets in designated urban areas that sell duty-free goods to international travelers preparing to depart China. This recognition highlights the rise of homegrown cultural brands and reinforces Zhangjiagang's role in preserving tradition while innovating for global audiences.