Documents Revisited

Today, I revisited Documents at Kerry Center Mall, intrigued by its rising popularity among Gen Z consumers in China. How has such a niche Chinese perfume brand managed to make young urbanites willingly spend 980 RMB for just a 30ml bottle, especially at a time when most people are tightening their purse strings?

This time, I may have found some clues. After testing every bottle in the store, I had the chance to speak with one of their sales staff, which offered deeper insights.

First and foremost, the brand exudes exceptional taste. Its aesthetic—seamlessly blending modern design with traditional Chinese cultural elements—is meticulously crafted and fully brought to life through its store interiors, product displays, and the design of each bottle. Documents has carved out a distinct visual identity that stands apart from its international competitors. It’s almost hard to believe it’s a homegrown Chinese brand, given the level of design sophistication. The perfume bottles themselves are works of art, inspired by the ancient Chinese woodworking technique sǔn mǎo (榫卯)—a mortise and tenon joint that has been used for thousands of years to join wood seamlessly and without nails.

Second, the products speak for themselves. The brand has demonstrated remarkable innovation in scent creation. Beyond the familiar floral and citrus notes, they offer gender-neutral fragrances inspired by wood, fresh grass, rain-soaked earth, and the changing seasons—all named with poetic Chinese expressions drawn from classical literature. These scents don’t just smell beautiful—they evoke stories and emotions, creating a rich sensory journey grounded in Chinese cultural heritage.

It’s commonly understood that perfume is not just a scent—it’s a message. It speaks to who you are, what you value, and how you wish to be seen by the world. Wearing a particular fragrance is an act of identity projection, an olfactory signature of your personal narrative. It taps into our primal instinct to communicate and connect—to signal our uniqueness and to find a sense of belonging. Documents seems to have unlocked this truth, offering young consumers a way to express their individuality and social selves through a deeply resonant, culturally rooted sensory experience.

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