Chinese Fragrance Label Documents Opens Scented Bookstore In Shanghai

Documents invites readers to embark on a journey of discovery, immersing themselves in the enchanting world of trees and the written word. 


Shanghai’s Yuyuan Road welcomes the grand opening of Documents Yuyuan Study — a first-of-its-kind bookstore by the local fragrance brand, offering a unique blend of books and fragrances. Themed around trees, the label curates an initial collection of nearly 200 books related to this topic, each accompanied by insightful introductions for readers.

Documents Yuyuan Study seeks to establish itself as more than just a bookstore. It aims to become a vibrant cultural hub, hosting a variety of events and activities that foster community engagement among those with a shared passion for literature, art, and cultural exploration.

Netizens’ Reaction

The brand’s followers shared positive comments about the innovative initiative. The opening announcement on Documents’ official WeChat account received nearly 9,000 reads and organic comments from users. Residents of other cities like Guangzhou also expressed hope to see the bookstore expand across the country.


The opening of Documents Yuyuan Study marks a significant milestone in Shanghai’s cultural landscape. By combining the allure of books with the sensory delights of fragrances, this innovative concept will captivate the city’s residents and visitors alike. Though Documents is not the first brand to tap literature and books in marketing and communication, it is the first to launch a permanent bookstore. Continue to read the full article here