Liuyang, the “Hometown of Chinese Fireworks,” is renowned worldwide for its pyrotechnics. Yet few are aware that its journey has spanned three distinct stages: early overseas expansion with independent brands, a long period of near-total reliance on OEM exports—during which its own brands nearly disappeared—and, more recently, a revival of proprietary branding. This evolution not only marks Liuyang’s growing cultural footprint on the global stage, but also mirrors the broader trajectory of Chinese brands in international trade.
This past Christmas, Liuyang fireworks were a hot-selling item overseas. In the United Kingdom, local residents even queued up to purchase fireworks made in Liuyang.
Johnny Deol, a fireworks distributor in Birmingham, UK, said:
“I have been importing fireworks from Liuyang for over a decade—products like rockets, fountain fireworks, and Roman candles. Over the years, I’ve seen the quality improve consistently year after year.”
Liuyang is widely known as the “Hometown of Chinese Fireworks,” with its products accounting for over 70 percent of China’s total fireworks exports. Before the liberalization of foreign trade management rights, Chinese fireworks brands enjoyed high recognition in overseas markets.
Industry insiders note that for a long time, Liuyang fireworks brands struggled to enter mainstream European and American markets, largely because overseas consumer recognition of Chinese culture and product quality had not yet reached a sufficient level.
To address this, the Liuyang fireworks industry has launched a series of initiatives aimed at improving product quality and strengthening brand promotion, accelerating the expansion of independent brands into global markets.
In 2022, Liuyang City introduced the “Ten Incentive Policies for Building a ‘World Fireworks Capital,’” stipulating that:
Newly established independent brands achieving annual export sales exceeding USD 1 million will receive a one-time reward of RMB 100,000.
Existing independent brands that increase annual export sales by more than USD 1 million compared with the previous year will also receive a one-time reward of RMB 100,000.
Meanwhile, safety standards have been fully aligned with international benchmarks, with cumulative investments exceeding 30 billion yuan in safety technology upgrades. Traditional Chinese cultural elements have also been integrated into fireworks product design. By hosting overseas Liuyang fireworks displays, product showcases have been elevated into immersive cultural experiences, allowing international audiences to directly appreciate the essence of Chinese brands.
In February this year, Liuyang Guandu Fireworks Group organized two fireworks displays in Kuwait City, the capital of Kuwait.
A Kuwait fireworks technician said:
“The on-site installation consists of five parts, with each segment featuring its own display shells. All sections will be presented within one hour. I am confident there will be more collaborations in the future.”
A local Kuwaiti resident commented:
“I’ve seen fireworks shows at Disneyland before, but I’ve never witnessed anything as beautiful as today’s display. It was absolutely brilliant—far more spectacular than anything I’ve ever seen.”
At the Liuyang Sky Theater, weekly Saturday fireworks displays attract audiences from both home and abroad. This year, the Liuyang Fireworks Cultural Festival set two Guinness World Records: one for “the largest drone fleet carrying fireworks,” and another for launching 15,947 drones simultaneously, breaking the record for “the most drones launched at once controlled by a single computer.”
Elon Musk, founder of Tesla, also shared related footage on social media, helping spark an overseas sensation for Liuyang fireworks.
Environmental upgrades have further opened new market opportunities. The low-smoke, sulfur-free, eco-friendly fireworks developed in Liuyang are now in high demand—and short supply—in premium markets across Europe and North America.
The path of building independent brands continues to expand. In recent years, Liuyang-based fireworks companies such as Hengtai, Zhongtian, Huahui, Jiteng, and Huanle have all successfully promoted their own brands overseas.
At Liuyang Shangying Trade Import & Export Co., Ltd., a new batch of fireworks is being prepared for export to Southeast Asia. On the packaging, the Chinese brand name “Kunlun” is prominently displayed, alongside a line from reformist thinker Tan Sitong:
“I raise my blade toward the sky and laugh; whether I stay or go, my loyalty stands firm like the twin Kunlun Mountains.”
Zheng Piaoxiang, Malaysia Market Director of Liuyang Shangying Trade Import & Export Co., Ltd., said:
“These packaging designs are customized for the Malaysian market, featuring themed series such as the ‘Four Great Beauties’ and the ‘Four Gods of Wealth.’ Many of these designs have been warmly received by Malaysian consumers, making them best-sellers in the local market.”
Hu Yichuang, General Manager of Liuyang Huanle Fireworks Co., Ltd., noted:
“Especially in many countries along the Belt and Road, including those in Southeast Asia and Africa, our independent brand products incorporate rich traditional Chinese cultural elements and Chinese characters on the packaging. Today, there is a growing perception in many countries that fireworks from China—from Liuyang—stand for quality and excellence.”
In 2019, Liuyang Shangying Trade Import & Export Co., Ltd. registered its bilingual trademark “Shangying” in the United States, becoming the first Liuyang fireworks company to secure both Chinese and English trademarks there. Meanwhile, Liuyang Huanle Fireworks’ independent brands Honey Boom and YIYO have also successfully entered European and American markets.
A British fireworks enthusiast named Jimmy said:
“It’s truly unbelievable. I’ve attended fireworks displays in Dubai, London, New York, and many other places, always thinking those were the best. Yet in Liuyang, similar shows are fired almost every weekend just to test new pyrotechnic technologies.”
From January to November this year, Liuyang’s fireworks export value reached approximately 40 billion yuan. Among this total, independent brand products accounted for more than 20 billion yuan, representing 50 percent of exports. This marks a successful industrial transformation from “making bridal gowns for others” to “building a reputation of one’s own.”
Yi Liang, Deputy Director of the Liuyang Firecracker and Fireworks Industry Development Center, said:
“Today, Liuyang fireworks have entered more than 110 countries and regions worldwide. The global market share of our independent brands has approached 50 percent, and exceeds 60 percent in emerging markets such as Belt and Road countries, Southeast Asia, and Africa.”
