To Summer
观夏
To Summer (观夏) is a Chinese consumer brand that was among the "star projects" in HongShan partner Hu Ruodi's portfolio over her 12 years at the firm, alongside HeyTea, Goodme, and SatRice . IDG Capital also invested in the company, which IDG's Lian Meng grouped with HeyTea and Genki Forest as "category creators" that the firm bet on during the new consumption boom . The brand's founder, Shen Li, was named to the Hurun China Under 35s 2024 list of entrepreneurial pioneers under 36 . IDG's Lian Meng later described his past fixation on "taste" and "good things" as a "major bias and error" in retrospect, noting that this aesthetic-driven approach had led IDG to catch brands like To Summer and Acne Studios .
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