In the global landscape of fragrance, a remarkable shift is underway—CNFans (Chinese fans of lifestyle and cultural products) are no longer mere consumers of Western perfume giants but have emerged as curators, advocates, and driving forces behind the rise of Chinese fragrance culture. For decades, international brands dominated the Chinese perfume market, framing scent as a symbol of Western luxury. Today, however, CNFans are redefining the narrative: they crave scents that tell stories of Chinese heritage, value transparency in ingredients, and seek emotional connections beyond brand prestige. From nostalgic candy-inspired fragrances to artisanal scents that capture the essence of Chinese cities, the perfume choices of CNFans reflect a powerful blend of cultural pride, individual expression, and discerning taste. This article explores the perfume preferences of CNFans, highlights the standout Chinese fragrances that have won their hearts, and unpacks how this community is shaping the future of fragrance in China.
The Core Preferences of CNFans: What Makes a Perfume Resonate?
CNFans’ approach to perfume is distinctively holistic—they don’t just wear a scent; they align with its story, ingredients, and cultural resonance. Unlike the traditional focus on brand reputation, three key factors dominate their decision-making: cultural nostalgia, natural authenticity, and emotional storytelling. These preferences have not only driven the success of homegrown brands but have also pushed international labels to adapt their offerings for the Chinese market.
1. Cultural Nostalgia: Scents That Evoke Memories
Nostalgia is a powerful emotional trigger for CNFans, and many of their favorite perfumes tap into shared childhood or cultural memories. This trend is best exemplified by the collaboration between White Rabbit (a beloved Chinese milk candy brand founded in 1959) and Scent Library, which launched a milk-scented fragrance line in 2019. The fragrance, designed to replicate the iconic creamy sweetness of White Rabbit candies, quickly went viral on social media, with CNFans sharing posts like “One spray and I’m transported back to my grandma’s kitchen.” The packaging, which features the classic White Rabbit logo and retro design, further amplified this nostalgic appeal. Priced at 145 yuan for 15ml and 285 yuan for 50ml, the perfume became a must-have for millennials and Gen Z CNFans who grew up with the candy.
“White Rabbit perfume isn’t just a scent—it’s a piece of my childhood,” says a 28-year-old CNFan from Shanghai who purchased the fragrance. “When I wear it, my friends immediately recognize the smell and start sharing their own memories of eating White Rabbit candies. It’s a conversation starter that connects us through shared experiences.” This focus on nostalgic storytelling has become a hallmark of perfume brands targeting CNFans, as it transforms a personal care product into a cultural touchstone.
2. Natural Authenticity: Rejecting Synthetics for Pure Scents
Unlike the heavy, synthetic fragrances that once dominated the market, CNFans now prioritize natural ingredients and authentic scent profiles. This preference has fueled the rise of artisanal Chinese brands that use innovative extraction techniques to capture the essence of native Chinese flora. A standout example is Pupu (菩璞), a Chongqing-based fragrance brand that specializes in “city memory” scents made from locally sourced flowers. The brand’s signature Wax Plum fragrance, which uses supercritical fluid extraction to capture the delicate aroma of Chongqing’s native wax plum blossoms, has become a favorite among CNFans who value natural authenticity.
“I used to avoid perfumes because they smelled too chemical,” explains a 32-year-old CNFan from Chengdu who is a loyal Pupu customer. “Pupu’s Wax Plum smells exactly like the blossoms I used to pick in my grandma’s garden in Chongqing. You can tell it’s made from real flowers, not synthetic fragrances.” Pupu’s founder, Zhang Xiong, emphasizes this commitment to authenticity: “We’re not just making perfume—we’re preserving the natural scents of Chinese cities using technology that respects both nature and tradition.” This focus on natural ingredients has resonated deeply with CNFans, who increasingly prioritize sustainability and transparency in their purchases.
3. Emotional Storytelling: Fragrances with a Narrative
For CNFans, a great perfume tells a story—and the more personal or cultural that story is, the more it resonates. This is why brands that weave Chinese cultural elements into their fragrance narratives have found particular success. Pupu, for instance, positions its scents as “bottled city breaths”: its Gardenia fragrance captures the scent of Chengdu’s old streets lined with gardenia bushes, while its Osmanthus fragrance evokes the autumn air of Hangzhou’s West Lake. Each fragrance comes with a small booklet explaining the cultural context of the scent, which CNFans often share on social media platforms like Xiaohongshu and Weibo.
“I bought Pupu’s Osmanthus perfume before a trip to Hangzhou,” says a 26-year-old CNFan from Beijing. “When I walked around West Lake and smelled the real osmanthus flowers, I realized the perfume was a perfect match. Now, every time I wear it, I’m reminded of that trip. It’s like carrying a memory in a bottle.” This emotional connection—between scent, story, and personal experience—is what sets the perfumes favored by CNFans apart from generic luxury fragrances.
Standout Chinese Perfumes Loved by CNFans
The perfume market in China is now flooded with homegrown brands, but a few have risen to the top thanks to their ability to align with CNFans’ core preferences. Below are three standout fragrances that have become staples in the collections of discerning CNFans, each representing a different facet of Chinese fragrance culture.
1. White Rabbit x Scent Library: Milk Candy Eau de Toilette
As mentioned earlier, this collaboration is a masterclass in nostalgic marketing and scent replication. Developed after months of research and testing by international perfumers, the fragrance opens with a fresh, sweet note of milk that quickly deepens into a creamy vanilla base. Unlike artificial milk-scented products, it avoids being cloying—instead, it mimics the subtle sweetness of a just-unwrapped White Rabbit candy. The packaging, which features the brand’s iconic red and white color scheme and a removable “candy wrapper” outer box, has made it a popular gift item among CNFans.
Beyond its nostalgic appeal, the fragrance has also sparked a broader conversation about “childlike” scents in adult perfume. CNFans have embraced it as a rejection of the idea that perfumes must be “mature” or “sophisticated,” with many sharing styling tips like pairing it with casual outfits for a playful, approachable vibe. It’s now one of the best-selling Chinese fragrances of all time, with over 1 million bottles sold within its first year of release.
2. Pupu: Wax Plum Eau de Parfum
Pupu’s Wax Plum fragrance is a testament to the beauty of Chinese native flora and innovative extraction techniques. Using supercritical fluid extraction—a method that uses CO2 to capture scent molecules without damaging them—the brand has created a fragrance that smells exactly like fresh wax plum blossoms, with none of the synthetic harshness of traditional floral perfumes. The scent is linear (unlike the Western three-note structure), meaning it maintains its pure floral aroma from application to dry-down.
What makes this fragrance a favorite among CNFans is its connection to Chinese cultural identity. Wax plum is a symbol of resilience in Chinese culture, as it blooms in the cold winter. Pupu has leaned into this symbolism, positioning the fragrance as a “scent of strength and grace.” It has also been recognized by the Chongqing government as a “Chongqing Finely Made” product, further boosting its credibility among CNFans who value local craftsmanship. The 30ml bottle, priced at 298 yuan, is a popular choice for both personal use and gifting to international friends.
3. Liushen: Floral & Herbal Eau de Cologne
Liushen, a brand best known for its cooling herbal toilet water, has reimagined its classic formula as a modern eau de cologne—and it has become a surprise hit among young CNFans. The fragrance combines the brand’s signature mint and honeysuckle notes with a hint of citrus, creating a fresh, uplifting scent that’s perfect for China’s hot summers. What sets it apart is its affordability (50ml for just 39 yuan) and its connection to childhood memories of using Liushen toilet water to stay cool.
CNFans have embraced Liushen’s cologne as a “retro-chic” alternative to expensive international brands. On social media, they share creative ways to use it—from spritzing it on linen sheets to mixing it with body lotion for a subtle scent. “Liushen cologne is my secret weapon for summer,” says a 22-year-old CNFan from Guangzhou. “It’s cheap, natural, and has that familiar scent that makes me feel at home. Plus, it’s way more unique than the generic citrus colognes my friends wear.”
How CNFans Are Shaping the Future of Chinese Perfumery
CNFans are not just consumers—they are active participants in the evolution of Chinese fragrance culture. Through social media reviews, brand collaborations, and grassroots advocacy, they are pushing the industry to prioritize cultural authenticity, natural ingredients, and emotional storytelling. Three key trends emerging from this community are set to define the future of perfumery in China.
1. The Rise of “Regional Scent Identity”
Inspired by brands like Pupu, CNFans are demanding more fragrances that capture the unique scents of China’s diverse regions. This has led to the launch of “city scent” collections by several brands: for example, a Shanghai-based brand recently released a fragrance inspired by the jasmine flowers sold on the city’s old streets, while a Yunnan-based brand has created a line of perfumes using local flowers like camellia and rhododendron. CNFans are actively contributing to this trend by sharing their own “scent memories” of their hometowns on social media, which brands are using as inspiration for new products.
2. Transparency and “Clean Fragrance” Advocacy
CNFans are leading the charge for greater transparency in fragrance ingredients, similar to the “clean beauty” movement in the West. They are demanding that brands list all ingredients (not just “fragrance” as a vague term) and avoid harmful synthetic chemicals like phthalates and parabens. This has forced both domestic and international brands to adapt: for example, L’Oréal recently launched a “Clean Fragrance” line in China with fully disclosed ingredients, while Chinese brand Pupu now provides a detailed breakdown of its extraction methods and ingredient sources on its website.
3. Community-Driven Co-Creation
Brands are increasingly turning to CNFans to co-create new fragrances, recognizing their deep understanding of cultural trends and consumer preferences. For example, Scent Library recently launched a “Nostalgia Scent Contest” on Xiaohongshu, inviting CNFans to submit their favorite childhood scents. The winning entry—a fragrance inspired by the smell of osmanthus candy sold by street vendors—was developed into a limited-edition perfume, with the winner invited to participate in the perfuming process. This co-creation model not only ensures that products resonate with consumers but also builds a strong sense of community around brands.
Final Thoughts: CNFans and the New Era of Chinese Fragrance
The perfume choices of CNFans reflect a broader cultural shift in China: a move away from blind admiration of Western luxury and toward a celebration of domestic heritage and individual expression. From the nostalgic sweetness of White Rabbit perfume to the pure floral notes of Pupu’s Wax Plum, the fragrances they love are more than just scents—they are symbols of identity, memory, and pride. As CNFans continue to demand more from the fragrance industry—more authenticity, more storytelling, more cultural relevance—they are not just shaping the future of perfume in China; they are redefining what fragrance can be: a bridge between the past and present, between nature and culture, and between individuals and their communities.
For anyone looking to understand the evolving landscape of Chinese lifestyle and culture, the perfume preferences of CNFans are a perfect starting point. They tell a story of a community that is no longer content to follow global trends but is instead creating trends of its own—one scent at a time.