Aurora, a Hangzhou-based high-end scarf manufacturer, is drawing inspiration from Zhejiang culture to create ever more silk scarves with Chinese characteristics, according to local media reports.

Deng Tao, founder and chairman of Aurora, believes that high-quality creative culture products can contribute to both the culture and tourism sectors.

Many of Aurora's silk scarves have now adopted design elements featuring Zhejiang's well-known scenic spots, landmarks, and legends.

Previously a radio communication student at the distinguished Zhejiang University, Deng did a three-month market research on scarves before entering the industry in 2012.

Having visited numerous scarf wholesalers and shops in Zhejiang as well as scarf design companies and factories in Italy, Deng found that Hermes' scarves, usually priced between 3,000 yuan ($464.40) and 5,000 yuan, enjoy the highest acclaim in the market, while made-in-China scarves, usually priced below 1,000 yuan, are not attractive or fashionable for high-end consumers. As a result, Deng decided to fill the market void by producing high-quality Chinese scarves that would be priced between 1,000 yuan and 3,000 yuan.

In 2013, the first batch of self-designed Aurora scarves, which adopted the typical European style, started to hit the market and soon gained widespread popularity. As the company's brand reputation grew rapidly, Deng started to attempt integrating Chinese characters into his product designs.

"I have combined Zhejiang's elements with European styles. For example, when delineating Zhejiang's images in the scarves, I adopt the painting styles that have been globally prevalent and widely popular among the younger generation," Deng explained. 

"I want to turn silk scarves into identity cards that represent local culture and use them to share the stories of Zhejiang province with the world."

An Aurora scarf featuring Hangzhou's famous tourist attractions, such as Leifeng Pagoda, Three Pools Mirroring the Moon, Zhejiang Museum, and West Lake Culture Square. [Photo/thehour.cn]