Tobacco Asia

Volume 20, Number 5

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40 tobaccoasia / Issue 5, 2016 November / December High-End Paper and Packaging from China Paper machine at Mudanjiang Hengfeng's plant Chinese cigarette manufacturers look back at a long history of embellishing their products and packaging with garish colors and decorative printing. The practice hasn't materialized out of nowhere, but is based on a cultural preference. To China's consumers, visually appealing goods – and in extension their packag- ing – simply make them more desirable and appear more luxurious. This also applies to cigarettes, and China is awash with a plethora of brands that thrive exactly on that consumer perception. But ornamental tipping papers, inner liners, and vibrantly designed outer packaging also serve clear brand recognition purposes. Drawing from culture and history to prevail in the present "Apart from the historical and cultural reasons [behind visually appealing merchandise], abundant and colorful patterns also can help express a brand's history and positioning much more clearly," explains Carol Li, sales and marketing manager of Mudanjiang Hengfeng Paper Co. Ltd., whose company has supplied the local tobacco industry since it was founded in 1952. Over the years, the firm, which to- day has about 2,500 employees, has greatly expanded its tobacco product-related portfolio and today manufactures a broad variety of cigarette papers (including MYO and RYO), plug wraps, tipping papers, and inner liners. A natural progression of the paper making business was of course to also provide in- An elegant looking filter tip and laser printing-enhanced packaging go a long way in establishing brand appeal among consumers – and nobody knows that better than China's paper and packaging suppliers. By Thomas Schmid

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