Macao, April 1, 2025 — Wynn is proud to be at the forefront of the fast-growing feiyi movement by showcasing China’s intangible cultural heritage with a series of limited-time “Tradition with a Modern Twist – Feiyi Pop-Up” in partnership with Chinese luxury brands this year. Every two months starting in April, Wynn will introduce rotating pop-up boutique retail experiences featuring feiyi-inspired brands to present dynamic, engaging, and immersive experiences for guests of Wynn. The first collaboration begins with a specially curated pop-up boutique by Chinese Arts & Crafts Hong Kong (CACHK) from today to May 31 at Wynn Palace East Esplanade.

By safeguarding China’s intangible cultural heritage or feiyi (非遺), Wynn aims to breathe new life into ancient Chinese crafts, skills, and traditions that have been at risk of disappearing. Feiyi crafts that once primarily resonated with older generations, are now experiencing a strong revival among younger consumers who want to explore China’s rich craft heritage. Instead of just riding the wave of a trend, feiyi gives cultural heritage a sense of enduring value and prestige. The art of weaving intangible cultural heritage into designs offers Chinese luxury brands the opportunity to gain global recognition, and Wynn is excited to showcase feiyi-inspired brands on an international level.

It all begins in April, when CACHK presents intricately handcrafted fashion pieces made from six intangible cultural heritage crafts – Xiang Yun silk (“Fragrant Cloud Silk”), Suzhou embroidery, brocade weaving, Zhang woolen fabric, floral knots, and Song brocade – at the first “Tradition with a Modern Twist – Feiyi Pop-Up”. Wynn and CACHK hope to give guests an opportunity to learn more about traditional Chinese craftsmanship and aesthetics. As one of Hong Kong’s most iconic cultural brands, with a history of more than 65 years, CACHK embraces the philosophy of “Chinese Culture·Fashionable Life”. With Chinese culture firmly embedded in its DNA, CACHK has shaped modern Chinese lifestyle with a wide range of cultural and artistic products for decades. Today, CACHK remains committed to promoting Chinese craftsmanship on a broader international stage and serves as an influential boutique retail brand for showcasing Chinese culture and art.

Following on from the first partnership in April and May, Wynn looks forward to collaborating with more Chinese luxury brands to host engaging feiyi pop-up retail experiences for guests from around the world. Guests will discover the exquisite traditional craftsmanship of each brand, with every product reflecting the remarkable dedication and skills of Chinese artisans. For the first time in Macao, brands will introduce never-seen-before, limited edition designs enriched with meaningful feiyi elements.

Macao, where Eastern and Western cultures converge, serves as a key gateway for Chinese intangible cultural heritage brands to reach the global market. Harnessing its international influence, Wynn bridges cultures by showcasing the richness of Chinese heritage and craftsmanship through curated exhibitions, cultural exchanges, and brand collaborations. The design philosophy of Wynn is deeply rooted in a profound respect for Chinese culture, harmoniously blended with classic and contemporary European influences. Future collaborations between Wynn and feiyi-inspired brands present a natural extension of this design ethos. It is a celebration of the timeless beauty of Chinese craftsmanship infused with contemporary luxury, where Chinese heritage and Western modernity intertwine. As a leader in cultural innovation and luxury, Wynn seeks to embrace China’s cultural heritage and sustainable luxury for years to come.