Agarwood has long been present in the spiritual and aesthetic life of East Asia, a sacred incense associated with meditation, royal palaces, and traditional rituals. However, after 45 years of preserving and developing traditional agarwood, Thien Moc Huong recognizes that, over time, agarwood's value has been diminished by commercialization and a superficial spiritual understanding, losing its inherent depth.
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The 01 Agarwood Art Gallery. Photo: Thien Moc Huong |
The 01 Agarwood Art Gallery. Photo: Thien Moc Huong
Therefore, the brand has chosen a direction that both rekindles the heritage of agarwood and creates a new definition suitable for the modern era. Agarwood is not just for burning or wearing but can be crafted into works of art to be experienced with all senses, elevating the experience.
Beyond traditional products like agarwood bracelets, incense sticks, cones, or common feng shui accessories, Thien Moc Huong incorporates sight, sound, touch, light, and emotion into each design. The brand's agarwood creations blend traditional craftsmanship with modern artistry, allowing agarwood not only to be present but also to "communicate" with the admirer.
With this spirit, the brand collaborates with artisans and connoisseurs to create contemporary products that convey stories and perspectives, touching the cultural depths of this heritage.
The result is the birth of The 01 Agarwood Art Gallery. Opened on 11/7 with the theme "Touch the Identity - Open the Essence," The 01 Agarwood Art Gallery marks Thien Moc Huong's transformation from a traditional agarwood crafting brand to a brand that tells the story of its heritage through a modern language. According to the company, this space is not merely a gallery but a cultural hub, a gathering place for those who love agarwood, value craftsmanship, and appreciate quiet but profound beauty.
The gallery's opening ceremony, attended by actor Quoc Truong, runner-up Hoang Thuy, singer Mai Chi Cong, and esteemed business clientele, conveyed Thien Moc Huong's spirit as a "Vietnamese agarwood brand for contemporary connoisseurs and collectors."
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Quoc Truong (far left), Hoang Thuy (center) with Vietnamese celebrities at the opening of Thien Moc Huong's The 01 Agarwood Art Gallery on 11/7. Photo: Thien Moc Huong |
Quoc Truong (far left), Hoang Thuy (center) with Vietnamese celebrities at the opening of Thien Moc Huong's The 01 Agarwood Art Gallery on 11/7. Photo: Thien Moc Huong
During the opening, the brand launched five agarwood collections: Kim Tam Bao II - Linh Tuong, Kim Phap Bao - Phat Tam An, Golden Aura Collection, Tram Bao Linh Tuong, and Bao Tram.
Each collection combines handcrafted artistry, spiritual feng shui, and symbolic value. "Each gold-inlaid agarwood charm in the collection requires 24 hours of hand-inlaid craftsmanship, demonstrating absolute respect for the precious material and the spirit of traditional craftsmanship," a brand representative shared.
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Thien Moc Huong's agarwood creation with gold-inlaid charm. Photo: Thien Moc Huong |
Thien Moc Huong's agarwood creation with gold-inlaid charm. Photo: Thien Moc Huong
Ngoc Tran, CEO of Thien Moc Huong, added that amidst the fluctuating agarwood market, the brand has chosen not to follow the mass-production route. Instead, they are building a lifestyle around agarwood, where each product is a personal symbol, an aesthetic experience, and a connection to modern sophistication. This strategy is built on three core philosophical pillars: Heart - Trust - Essence. These guide every decision and represent the brand's enduring commitment to its customers, ensuring that every experience, from product quality to the shopping environment, stems from a pioneering spirit and deep faith in Vietnam's agarwood heritage.
By opening The 01 Agarwood Art Gallery in the heart of Ho Chi Minh City, Thien Moc Huong positions it not just as an art space but as a cultural statement. The brand hopes this space will become a new symbol for the Vietnamese agarwood industry on the world map. Here, traditional values are reinterpreted through a contemporary lens, and the heritage lives on through the senses of those who appreciate it.
(Source: Thien Moc Huong)
Thien Moc Huong - Since 1980
Agarwood Art Gallery: 20-20A Nguyen Trai, Cho Quan Ward, Ho Chi Minh City
Website: thienmochuong.com
Fanpage: facebook.com/thienmochuongvn
Tiktok: tiktok.com/@thienmochuong.official
Hotline: 0933 348 368 (Ho Chi Minh City) - 0818 348 368 (Ha Noi)
