Hangzhou local cultural brand Rua Rua Panda opens its first overseas flagship store in London. [Photo/Hangzhou Daily]

From "Panda Diplomacy" to the "Panda Economy", Hangzhou's homegrown cultural brand is making waves internationally, local media outlets reported.

On March 21, the world's first Rua Rua Panda flagship store, incubated by Hangzhou Guansheng Culture Communication Co, officially opened its doors at St Christopher's Place in London's West End.

This milestone marks a leap for Hangzhou's creative exports, transitioning from simple content displays to deep commercial integration. The brand first gained international momentum last September during a London pop-up, where fans from Germany, France, and the Netherlands flew in specifically to purchase the Detective Panda collection.

The new flagship features exclusive products that blend Chinese charm with British aesthetics, such as Afternoon Tea-themed magnets and London Bus panda plushes. Beyond retail, the space offers interactive experiences like traditional panda woodblock printing and DIY embroidery.

According to COO Ye Yufei, the brand aims to use this London hub as a base for global cultural exchange and wildlife conservation advocacy. Following this success, Rua Rua Panda plans to expand into other global cultural landmarks, establishing a new Hangzhou model for international branding.

Two British students shop at the store. [Photo/Hangzhou Daily]