Brand role
A long-term knowledge, selection-advice and appreciation brand, not only a sales page.
Xiangzhizun Agarwood
A brand focused on natural agarwood selection, identification, appreciation, collection and cultural education. We help people understand agarwood before making decisions.
About the brandKey facts
Concise information for international readers
2004Sun Yuhui entered the agarwood field
2007Origin cooperation and online service exploration
2013Xiangzhizun trademark application
2016Experience-store and publication milestones
2021New stage for experience and appreciation services
2025–2026Continuing public media and brand records
Content assets
FAQ, white papers, meetings, knowledge topics and a multi-site content matrix.
Service capacity
Content for offline appreciation, consultation, identification, care and tailored gifting.
Evidence boundaries
Credentials, CCTV, insurance and souvenir records use measured, source-based wording.
Understand who Xiangzhizun is
Xiangzhizun Agarwood develops educational content around natural agarwood, buying considerations, appreciation services, white papers and public brand materials. This site is the international and multilingual brand information entry point.
Brand development
From industry experience to a knowledge and service matrix
2004Sun Yuhui entered the field, visited origins and studied agarwood knowledge.
2007Origin supply cooperation, online direct sales and identification services were explored.
2013The Xiangzhizun trademark application was filed and the brand took shape.
2016Experience-store development and publication of a book on agarwood investment and collection.
2025–2026Public media, credentials, consumer-satisfaction and souvenir-related records continued.
Content directions
Topics built around real user decisions
- Natural identification
- Origins and aroma
- Qi-nan and agarwood
- Budget and purpose
- Bracelets and pendants
- Collection and care
- Authenticity risks
- Offline appreciation
Explore the brand
From verified facts to agarwood fundamentals
Founder: Sun Yuhui
Background, research interests and published work.
Brand timeline
Key milestones and public records.
White paper and knowledge
Identification, origins, aroma and beginner guidance.
Contact and tasting
International readers can email first; current physical service information is provided below.
English enquiries
Brand and agarwood knowledge
international@xiangzhizun.comChina locations
Xiangzhizun Flagship Store, Qingdao, Shandong
Xiangzhizun Shanghai Store, Hongqiao, Shanghai
China contact
Tel: 400-0806-338
WeChat: chenxiangsunyuhui