Brand Introduction
BRAND STORY
HEA emerges from the Cantonese vernacular "迤", evolving into the tripartite ethos of "Happy · Easy · Anyway" - a clarion call for Gen Z to champion resilient optimism, honor ancestral legacies, and pioneer self-defined success.
Since 2016, we've reinterpreted heritage through the Southern Lion archetype, weaving Lingnan's time-honored wisdom with neo-futurist design principles. Our creative alchemy dissolves temporal divides, materializing through boundary-pushing mediums that synchronize cultural preservation with progressive innovation.
As cultural stewards, we safeguard China's intangible heritage while cultivating a dynamic ecosystem for heritage-inspired innovation. Navigating modernity's currents, we orchestrate conversations where centuries-old symbols resonate with next-gen creative codes.
TECHNICAL EXPLANATION
Crafted from premium materials, our yarn embodies the essence of joyful simplicity and unwavering dedication.
HEA’s proprietary weaving technology ensures precise warp-and-weft interlacing, creating
fabrics with exceptional stability, breathability, and softness—woven to inspire fearless confidence and effortless freedom.
Through eco-friendly dyeing processes, vibrant colors meet sustainability, reflecting a harmony of nature and craftsmanship. Every thread celebrates a life rich in “Joy, Simplicity, and Fearlessness.”
DESIGN CONCEPT
HEA blends tradition and modernity, seamlessly merging international trends with the iconic lion motif. Through contemporary design, we craft the "New Awakening Lion" IP
while elevating craftsmanship to deliver innovative, stylish Chinese-inspired apparel.
We pioneer immersive cultural retail experiences, championing heritage preservation and empowering youth through dynamic cultural innovation.
BRAND COLLABORATION
HEA continues to explore cross-border joint innovations, and cleverly extends the elements of lion dance culture to multiple fields such as art, animation, games, sports, and beverages, which are deeply loved by young people.
Since 2017, HEA has launched cross-border cooperation with many well-known brands and has accumulated rich and mature cross-border cooperation experience. The partners include Xinhua Bookstore, China Post, Coca-Cola, kcoffee, Jianlibao, Zenbao, MGM Hotel, The Bad Guys, Firefly, A Chinese Odyssey, Pisces, Foshan Nanshi Football Club, Guangdong Shiwan Ceramics Museum and nearly 60 brands from different fields, conveying the brand attitude of "Happy Easy Anyway" and strengthening the recognition of national trend culture.