CHAIRMAN'S MESSAGE
Message from the Chairman
Inheriting Eastern Fragrance Heritage, Empowering Industrial Upgrades
Chen Zhiqiang
President of the Agarwood Import & Export Association (Hong Kong) Limited
President of the Agarwood Import and Export Association (Hong Kong) Limited, with years of deep involvement in the agarwood industry, dedicated to promoting the inheritance of Chinese agarwood culture and advancing industrial standardization.
Dear friends and partners, welcome to Zhongzhong Agarwood Group. I am Chen Zhiqiang, President of the Hong Kong Association for Import and Export of Agarwood. Rooted in Dianbai, Maoming, Guangdong—the heartland of China's agarwood—I remain committed to a simple yet firm vision: to bring this millennia-old Eastern aromatic heritage into the new era with renewed brilliance.
Agarwood is a precious gift from nature and a timeless, profound fragrance at the heart of Chinese traditional culture. For centuries, it has ranked as the premier among the "Four Great Scents" (agarwood, sandalwood, dragon's blood, and musk), embodying the spiritual aspirations of scholars and the essence of Eastern aesthetics in living. Yet, for years, industry practices such as artificial scenting and chemical injections have plagued the market, deterring consumers. This has only strengthened my conviction: to make quality agarwood, one must first be a person of integrity; to build a sustainable industry, trust must come first.
Since its inception, Zhongzhong Chenxiang Group has established a development philosophy centered on "nature as the foundation, technology as the wing, and culture as the soul." We have cultivated thousands of acres of pristine Qinan Agarwood core plantations in Dianbai, Maoming, adhering to traditional natural resin formation methods and allowing time to transform the wood into fragrance. By integrating blockchain traceability technology, we ensure every piece of agarwood is fully traceable and verifiable, rebuilding industry trust through authenticity and transparency.
We believe a company's value lies not only in generating profit but also in taking responsibility. Zhongzhong Chenxiang drives over a thousand farmers to increase their income and achieve prosperity through its "company + base + farmer" model, supporting rural revitalization. We collaborate with institutions such as the Guangdong Academy of Forestry Sciences and Guangzhou University of Chinese Medicine on industry-academia-research projects to advance core沉香 technology. Additionally, we host incense culture competitions and festivals to cultivate talent and ensure the legacy of this intangible cultural heritage is passed down through generations.
Today, Zhongzhong Agarwood products reach 42 countries and regions worldwide, leaving the fragrance of Eastern aromatics in cities like Bangkok, New York, Dubai, and Paris. With "Zhongzhong Agarwood," we serve everyday wellness; with "Longning Agarwood," we honor premium collecting tastes. Our dual-brand strategy brings agarwood to more people's lives.
Make authenticity the brand's strongest foundation; make traceability the industry's most powerful engine. Every premium origin deserves to be seen by the world; every dedicated craftsman should be remembered by the times; every authentic product deserves its true value.
Looking ahead, Zhongzhong Chenxiang will continue to uphold its mission of "preserving the Eastern fragrance heritage and empowering industry transformation." We are deeply committed to developing the entire沉香 supply chain and driving dual growth through product globalization and cultural export. Our steady progress is aimed at becoming the global benchmark brand for natural agarwood. We look forward to partnering with you to build a brighter future for the agarwood industry together!
Chen Zhiqiang
President, The Agarwood Import & Export Association (Hong Kong) Limited
Chairman Introduction
Chen Zhiqiang, President of the Incense Import and Export Association (Hong Kong) Limited, has dedicated years to advancing China's agarwood culture and standardizing its industry. Born in Lingnan and raised in an incense-rich region, President Chen grew up immersed in the millennium-old agarwood heritage of Dianbai, Maoming, developing a profound reverence and almost faith-like devotion to agarwood.
With years of deep expertise in the agarwood industry, Chairman Chen Zhiqiang has traveled extensively across Southeast Asia's major agarwood regions. He conducted in-depth assessments of agarwood resources and trade systems in Vietnam, Cambodia, Indonesia, Malaysia, and beyond, accumulating rich industry experience and a global perspective. Recognizing critical pain points in the sector, he pioneered the vision: "Make authenticity the strongest foundation of your brand; make traceability the most powerful engine for the industry." Under his leadership, the group adopted blockchain-based traceability technology, driving the agarwood industry toward greater transparency and standardization.
Under the leadership of Chairman Chen Zhiqiang, Zhongzhong Agarwood Group has taken root in Dianbai, Maoming, Guangdong—the hometown of Chinese agarwood—establishing thousands of acres of pristine core planting areas for rare Qinan agarwood. The group has built a closed-loop industrial ecosystem integrating "source cultivation + product R&D + brand operations + cultural globalization + wellness ecology," with products reaching 42 countries and regions worldwide.
Chairman Chen Zhiqiang has always remained deeply connected to his hometown and the agarwood community. He established a "Company + Base + Farmer" partnership model that helped over a thousand farming households increase their income and achieve prosperity, actively contributing to rural revitalization. He has also championed the preservation and inheritance of intangible cultural heritage such as Dianbai agarwood craftsmanship, organized agarwood culture competitions and festivals, and cultivated a new generation of agarwood practitioners to ensure this millennium-old legacy continues to thrive.
"To make agarwood, one must first be a good person; to build an industry, one must first establish trust." This is the mantra of Chairman Chen Zhiqiang and the core principle that Zhongzhong Agarwood Group has always upheld. Looking ahead, he will continue to lead the group in fulfilling its mission: "Preserving Eastern fragrance heritage, empowering industrial upgrade," steadily advancing toward becoming the global benchmark brand for natural agarwood.
Chairman's Management Philosophy
Nature as the foundation, technology as the wings, and culture as the soul.
Nature First
Crafted using traditional natural incense-making methods, matured over 3–5 years without artificial acceleration, additives, or impurities. We uphold the authentic quality of every piece of incense wood.
Technology as wings
Empower traditional industries with modern technology. Our blockchain traceability system ensures every incense material is fully traceable—from source to destination—rebuilding industry trust.
Culture at the Core
Carrying forward a millennium of Eastern aromatic heritage, we promote the global spread of incense culture and showcase the unique charm of Chinese agarwood on the world stage.
Looking forward to working together
Building a bright future for the agarwood industry and spreading China's agarwood fragrance worldwide.
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