Luxury jewelry brand Qeelin has launched a Chinese New Year short film featuring brand ambassador and table tennis Olympian Wang Chuqin, centered around the traditional symbol of the drum. Filmed in Shanxi, the video shows Wang experiencing the craft of drum-making and performing with an inheritor of the Southern Shanxi Majestic Drum, an intangible cultural heritage. Qeelin stated that the drum represents enduring cultural spirit and intergenerational transmission. The film aligns with the brand’s long-standing focus on modern interpretations of traditional Chinese motifs, such as its signature Wulu collection. Through this project, Qeelin continues to connect Eastern cultural heritage with contemporary expression.

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