Tracing the Fragrance of a Thousand Years: Chinese Media Explores the Homeland of Agarwood
Maoming, Guangdong, Chinese, April 11, 2025 – Shaoren Gou, Canada & World Report – On March 30, 2025, the ten-day event A Journey of Chinese-language Media to the Hometown of Agarwood in China officially launched in Maoming, Guangdong. One of the key events on the arrival day was the leadership transition ceremony of the Agarwood Association of Dianbai District, Guangdong Province. Representatives from Chinese-language media around the world witnessed another historic moment in the development of the agarwood industry. During the ceremony, Mr. Wang Keyuan, a seasoned entrepreneur known for his forward-looking approach in the agarwood sector, was re-elected as President of the Association.
Wang Keyuan
Mr. Wang, a native of Dianbai, Guangdong, is also the Chairman of Guangdong Chenxiangshan Agarwood Development Co., Ltd. For over 40 years, he has been dedicated to agarwood cultivation, research, product development, and market expansion. Under his leadership, Jianganxiang Group has achieved remarkable breakthroughs in plantation management, artificial resin induction, and cultural outreach. Their products have earned numerous awards at home and abroad, earning Mr. Wang the nickname “Agarwood Talent of Lingnan.”
In his inauguration speech, Wang Keyuan stated with deep emotion, “Agarwood is not just a business, but a cultural legacy passed down for thousands of years. With a pragmatic attitude and open vision, I will unite our members and collaborate with Chinese-language media to promote Dianbai agarwood nationwide and globally, showcasing the oriental charm of agarwood to the world.”
Dianbai, Guangdong, has long been known for producing agarwood. Historical records trace its fame back to the Tang Dynasty, when Feng Ang, grandson of Lady Xian, presented agarwood to Emperor Taizong. For over a millennium, the craft of harvesting, making, and using agarwood has been passed down through generations, making Dianbai one of the three major agarwood-producing regions in China alongside Hainan and Dongguan.
Due to its rarity, agarwood has always been precious and favored by scholars and elites, who savor the scent as a bridge to nature and a reflection on life and time. Throughout history, the tradition of collecting agarwood remained strong. Yet, due to excessive harvesting, wild agarwood resources have declined, even as demand remains high. In the 1990s, Dianbai farmers began researching grafting techniques for artificial cultivation. Breakthroughs around 2010 resolved the scarcity issue, with faster production and high-quality yields fueling industry transformation.
In this industrial shift, the people of Dianbai have taken a pioneering role—from seedling cultivation and plantation to product development and integration with traditional Chinese medicine and creative industries. Agarwood has become a key driver of rural revitalization in the region.
At the invitation of the Dianbai Agarwood Association, Chinese-language media from around the world journeyed into the heart of Dianbai to explore, appreciate, and understand agarwood.
As spring dawned and thunder rumbled in late March 2025, this coastal region of southern China welcomed a grand international event. Thirty-one media outlets from Asia, Europe, the Americas, and Africa—comprising 40 passionate journalists—gathered in this land of agarwood for a sacred pilgrimage of scent.
Spirit of Huangdi, Soul of Agarwood
Atop the Chenxiangshan Forest Park in early April, more than 100 guests and media representatives stood solemnly beneath the trees to pay tribute to the legendary ancestor of Chinese civilization—Emperor Huangdi. This was not only a ritual of ancestral remembrance but a silent dialogue between scent and bloodline.
The ceremony was presided over by Ms. Cai Chengxiang, General Manager of Chenxiangshan Group Industrial Park, and featured an invocation by Professor Yu Jin from Guangzhou University of Chinese Medicine. With incense curling into the sky and solemn drums echoing, the spirit of Huangdi—patron of medicine and father of Chinese civilization—was believed to awaken once again amid the fragrant forest of Dianbai.
At that moment, agarwood became the pulse of time, a cultural marker, and a spark for rejuvenation. The scent-filled air transformed into a vessel of national unity and cultural memory.
A Symphony of Scent and Wisdom: The Chenxiangshan Lecture Series
On March 31, the 44th installment of the Chenxiangshan Lecture Series commenced in Dianbai. Experts from fields including medicine, traditional Chinese medicine, culture, industry, and media gathered to illuminate the future of the agarwood industry.
Highlights from the star-studded speaker lineup included:
Prof. Mei Quanxi on the medicinal use and history of Lingnan agarwood.
Prof. Yu Jin on the clinical research of “Shou Shentai” in aromatherapy.
President Zeng Qingzhu of the Hainan Agarwood Association on tapping into the China-Arab $400 billion trade policy.
Researcher Wei Jianhe’s insights on agarwood’s health value (presented by Dr. Liu Peiwei).
Prof. Liu Jiqing on enhancing Dianbai agarwood’s cultural value.
Author Liao Jun on the legacy of agarwood in Gaoliang culture.
Chairman Lu Jianguo on partnerships between agarwood and TCM enterprises.
Prof. Gu Xue-min on aromatherapy for maternal and child health.
President Wang Keyuan on the future vision of romantic Dianbai as a global agarwood hub.
Following the lectures, a roundtable discussion brought together media leaders and scholars to explore global branding and storytelling for agarwood. Several speakers emphasized agarwood as not only medicine but a cultural symbol, vital for cross-strait resonance and overseas dissemination.
During an experiential session, media representatives enjoyed a 30-minute agarwood moxibustion therapy. Bathed in soothing scent and sound, many slipped into peaceful slumber, later describing it as a deeply healing experience. One journalist said, “This wasn’t just therapy—it was a merging of body and nature.”
In Search of Scent: Field Visits to Agarwood Enterprises
Agarwood begins in the soil, and its soul is formed through the hands of those who nurture it.
Group One, led by Lin Jinzhu, visited Yisheng Agricultural Cooperative, where Vice President Yang Liyue introduced seedling cultivation. Wen Zhenxian shared his discovery of a rare “Qi-nan mother tree” in 2000, marking a milestone in agarwood propagation.
Next was Weidu Qi-nan Agriculture, where artisan Ling Yaxian demonstrated exquisite carvings and incense production. Meanwhile, Wei Zancheng showcased line incense and essential oils. Guo Maoyou, a cultural heritage inheritor, proudly showed new agarwood breeds—“We’re cultivating the scents of tomorrow.”
Group Two, led by Executive VP Huang Defeng, focused on the entire industry chain. Returning from a career outside Dianbai, Huang built his own agarwood empire and inspired locals to join. His “tree as monument, scent as timekeeper” concept resonated deeply.
Other stops included:
Senhai Cooperative, managing 2,000 acres and 450,000 trees.
Chunlong Qi-nan, where Honorary President Huang Chunlong collaborates with universities for traceable seedling development.
Sheyu Tech, which showcased essential oil extraction.
Four Seasons Quanjun, where Wen Qingjia served agarwood tea—a flavorful extension of the cultural legacy.
Group Three, led by Lin Yong, visited commerce-oriented leaders:
Lin Yong of Jinxiangyi Agri-Tech, known for e-commerce livestreams.
Wang Guomao of Maoyang Agarwood, combining traditional planting with smart monitoring.
Gao Shibin of Xiangshitang, a third-generation incense maker.
Wang Lifeng of Zhaolinxin, advocating for cultural over price logic.
Tang Guangzhi of Hexiangge, focusing on gifts as “gentle language.”
Li Mussen of Shushangbao, promoting a full ecological chain.
Wang Tao of Xiangtaotao, providing incense arts training to youth.
Each stop peeled back a layer of the agarwood world, revealing its richness and potential.
Partnerships and Prospects: Spreading the Fragrance Globally
Several milestone cooperation agreements were signed during the visit:
Taiwan Nanhua Daily was appointed exclusive distributor of Dianbai agarwood in Taiwan—enhancing cross-strait cultural ties.
CCTV’s Arts Heritage programs inaugurated the “Chinese Agarwood Cultural Study Base” at Chenxiangshan Industrial Park.
World Association of Chinese Mass Media and Dianbai Agarwood Association launched two global e-commerce platforms: www.agarwoodworld.com and www.worldagarwood.com.
Amid solemn incense ceremonies and joyful camaraderie, agarwood was recognized as not just a product, but a cultural ambassador and peaceful messenger.
The Scent of Culture: Opera and Reflection
On the evening of April 2, a performance of Agarwood Destiny, an original opera, was staged at the Chenxiangshan Hotel. The work told a touching story of inheritance, faith, and family rooted in the agarwood tradition of Dianbai.
Audiences were immersed in fragrance, music, and emotion. A senior editor remarked, “This was not just an audiovisual performance, but a resonance of soul and scent.”
With resounding applause, the journey neared its end.
Final Reflection
As the journey concluded on April 9, the visiting media members left with more than just stories—they carried away an enduring connection to agarwood. It was no longer just a subject of reporting, but a spiritual bond.
Dianbai agarwood—rooted in the forest, thriving in hearts, journeying across the globe.
This was more than a journey of fragrance; it was a cultural echo, a reunion of spirits. Looking ahead, Dianbai agarwood will continue using scent as a bridge and culture as its soul, reaching ever further into the world.
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