# Guochao

From Imperial Altars to Digital Carts: The $4 Billion Revitalization of China’s Agarwood Market

China's agarwood industry has transformed from a niche, opaque collectors' market into a $4 billion mainstream sector driven by livestreaming and young consumers. Through innovative design and supply chain transparency, the ancient incense is finding a second life as a standardized, modern luxury for Gen Z.