Built around the meaning of the Beijing expression “Ju Qi”, a phrase associated with integrity, generosity and honour, the brand draws deeply from the city’s cultural heritage. Traditional door ornaments, expressive calligraphy and the symbolism of Chinese seals come together to form an identity rich in character and familiarity.

Imperial yellow and black colours create a striking contrast that echoes the grandeur of historic Beijing. Every element contributes to an experience that feels generous, spirited and unmistakably rooted in tradition.