In recent days, a familiar scene has been playing out at CHANDO Future Beauty City, in the core area of Fengxian's Oriental Beauty Valley: industry professionals and consumers from France, Malaysia, Türkiye and elsewhere tour the fully automated production workshops, sample domestic beauty products with evident enthusiasm, and snap up a range of best-selling items at attractive prices.

From "a rare foreign face" to "foreign visitors arriving in groups," this city-designated industrial tourism complex is emerging as a new international window through which overseas visitors come to understand Oriental Beauty Valley and experience the appeal of Chinese beauty brands. What they take home is not just a bottle of serum or a box of face masks, but a living story about the quality and innovation behind Chinese brands.

What gives Fengxian its international pull? The answer lies in three words: Oriental Beauty Valley.

As a key hub for Shanghai's health and wellness industry, Fengxian is home to more than a third of the city's cosmetics manufacturers, including leading domestic names such as CHANDO and Pechoin. Once a link in the "world's factory," producing goods for international brands under OEM contracts, the district is now transforming into a wellspring of homegrown global brands.

The popularity of CHANDO Future Beauty City captures this shift in miniature. Rather than sterile factory floors, visitors to the complex encounter transparent, automated production lines, a traceable path from research to finished product, and immersive spaces built around the aesthetics of domestic beauty brands. For overseas visitors, the experience amounts to an in-depth look at "Made in China." As one staff member put it plainly: "We used to go abroad to buy big-name brands. Now foreigners come here to buy ours." The remark speaks to the new market confidence that industrial strength has brought.

Behind this wave of foreign visitors flocking to Fengxian lies something as modest as a single in-store beauty voucher. Yet the voucher itself sits atop years of sustained investment in the beauty and health industry, the strategic resolve to elevate Oriental Beauty Valley from an industry brand into a city brand, and, against the backdrop of Shanghai's drive to become an international consumption center, a new town's deliberate effort to break new ground and find its own distinctive voice on the world stage.

As more foreign faces appear in Fengxian's factories, at its retail counters, and in its coffee shops, what emerges is not simply the success of a single beauty complex, but a new town's confident transformation from being defined by others to defining itself.

Oriental Beauty Valley: its beauty is rooted in Fengxian, made substantial by industry, brought to life by openness, and made all the more compelling by a global outlook.