The Huohuo Chinese ethnic cultural brand, which held its Light of Fire global launch on 28 September 2026, is built and run by Huawen Dele Culture Group, a Shenzhen-based cultural company that is now positioning the brand for international audiences.

The group describes its core business as the inheritance, innovation and communication of Chinese culture. It says it aims to blend fine traditional Chinese culture with contemporary forms of expression, and to explore ways of developing Chinese ethnic cultural brands as industries and taking them international.

Huohuo Chinese is one of the brands the group has prioritised. It grew out of a public-benefit folk music and art performance programme launched in 2012 by a civil society organisation together with nearly 100 well-known veteran artists from across China, under the principle that “art comes from the people and serves the people”.

Under the group’s systematic development and operation, the brand is now moving beyond its origins as a folk art charity project towards an ethnic cultural brand with contemporary expression, brand value and the capacity to communicate internationally. Over 14 years the programme set up liaison stations in more than ten provincial-level regions, staged more than 100 performances, talent selections and showcases, and built an archive of recordings and oral histories of endangered folk songs and traditional instrumental music. Those public-benefit activities, the group says, form the foundation of the brand.

Light of Fire badge to become a new brand IP

At the centre of the launch was the Huohuo Chinese · Light of Fire badge, created by Shenzhen Huawen Dele Culture Group Co., Ltd. Its design is built around twin flames: one flame carries the original aspiration, the other opens a new journey, and together they burn on without end.

A person in charge of the group said that, starting from the global launch, the company would develop the badge into a new IP for the ethnic cultural brand. The plan carries forward the brand’s core idea of “one flame burning for art, one flame burning for life”, using the twin-flame emblem to carry the shared cultural memory of the descendants of the Yan and Huang Emperors and to give traditional folk art a contemporary voice. The aim, according to the group, is a calling card for Chinese folk culture that combines national character, contemporary warmth and international recognisability.

A new step in international communication

The group says it is rooting its work in culture and using brands as a bridge, with Huohuo Chinese as its flagship for passing on, renewing and communicating fine Chinese ethnic culture worldwide. Its partnership with World Headlines, it said, is an important step in taking the Huohuo Chinese brand to global audiences and marks the start of a new phase in its work on building ethnic cultural brands and international communication.

For the launch event itself, including the 100-performance plan for 2026–2030, see our earlier report: From Village Stages to the World: Huohuo Chinese Launches ‘Light of Fire’ Brand and 100-Show Plan.

Source: Huawen Dele Culture Group. Photos courtesy of the organisers.