CIFF Shanghai Hongqiao | Why the Brand Works! — HIK

From May 28–30, 2023, the CIFF (Shanghai) “Home Tour” Media Advisory Group visited leading South China brands. In partnership with Sina Home, NetEase Home, Youju Research Institute, Design Times, Dai Bei TALK, Zhile Home, Qingshe, Walkingmedia, 77 Degrees, and Today’s Home, the group visited nine companies including Zuoyou, Huanuo, Yalan, Kuka, Qianjin, DAaZ, Rongma, Federal, and HIK — going inside brands to understand daily operations, discussing product popularization, brand positioning, and future planning, and empowering exhibitors across channels. Multiple focused symposiums were held. Representatives from the media and the CIFF team joined brand leaders to exchange on high‑quality development, sustainability transformation, and new consumption trends. Liu Zongya, Principal of VEIJ: “HIK is a minimalist furniture brand — and we strive to be a lifestyle brand. We think through the environment and practical needs of modern family life, bringing high‑quality, richly textured, life‑infused elements that ripple happiness through the home. VEIJ, founded by HIK in 2020, is also a new belief: to explore possibilities of life — more relaxed and natural, a semi‑life state. Life is not only indoors; it also has outdoors and nature. Design should connect creativity with life and nature. Our understanding of ‘home’ is not always orderly in an adult way; it’s warm and playful, combining textiles, textures and soft curves. VEIJ hopes to break barriers in modern home life and advocate meaningful change.” The journey was brief yet fruitful — witnessing brands’ craftsmanship and passion. The CIFF (Shanghai) Home Tour will continue to craft quality experiences and present more outstanding design works at the 52nd CIFF (Shanghai), September 5–8, 2023, National Exhibition and Convention Center (Shanghai) Hongqiao. Stay tuned!