A Conversation with the Founders of YuanGu and TangSuo: The Pursuit of Beauty Is a Lifelong Quest

You may not have heard of Táng Suǒ, but you've almost certainly seen that new Chinese-style cake making the rounds on WeChat Moments — delicate as frost flowers forming on a winter windowpane, shattering at the lightest tap, yet leaving a lasting impression. Born in 2023 amid the pandemic, Táng Suǒ has with astonishing speed carried "new Chinese aesthetics" from obscurity into the mainstream, becoming "the dessert more suited for Chinese palates."

In this episode, we welcome Yizhe Gan, founder of both Táng Suǒ and YuanGu, a Peking University Law School graduate. Speaking from within YuanGu Yúnjìng, a space thick with the warmth of everyday life, he shares his perspectives on brand philosophy, consumer trends, and entrepreneurship. Gan believes all art forms spring from the expression of ideas, and that for a brand to endure, it must be anchored in profound philosophy.

So what makes a Chinese brand? From the "Fan" inspired by the Humble Administrator's Garden to the "Tongyao" that evokes memories of Beijing's Wusi Avenue, every Táng Suǒ product embodies an extreme pursuit of beauty, infused with distinctly Chinese emotions, transforming the abstract into the tangible. Gan sees China's cultural renaissance as a long journey, and building Chinese brands that earn the world's respect as his life's work.

He also notes that life's meaning lies in capturing joy in the present moment. He hopes that in the instant each person lifts a Táng Suǒ creation to their lips, they sense the world slowing, if only for a moment.

Chinese Aesthetics Brands

01:47 The origin of Táng Suǒ: born from an exploration of Chinese aesthetics

03:45 The temperamental differences between Táng Suǒ and YuanGu: the former refined, warm, and delicate; the latter Zen, natural, and rustic

05:44 Brand philosophy as externalized founder values: Confucianism and Daoism — all artistic expression emerges from the expression of thought

06:52 Strong centralization in branding: beyond process management, it is the field formed when a brand's philosophy and values are made explicit

09:57 The cost of beauty and commercial value: aesthetic standards and demands for quality do not downgrade; one must create sufficiently differentiated, excellent products

12:31 Consumers cannot have it all: the tension between artisan spirit and industrial cost-effectiveness

13:55 Market-driven brands with strong expressiveness: different feedback mechanisms from the market

17:00 For a brand to ensure consistency and long-term survival: it must have exceptionally clear underlying philosophical convictions

19:17 Three states of building brands and products: Qianlong wuyong (the hidden dragon, do not act), Xianlong zai tian (the dragon appears in the field), Feilong zai tian (the flying dragon in the heavens)

23:49 Xiaohongshu as valuable feedback: reading negative reviews is a form of spiritual practice

Entrepreneurial Journey and Brand Vision

26:08 The entrepreneurial impulse: the desire for early independence and a favorable environment for founding companies

27:45 Only genuine passion for one's work carries one through cycles

28:53 The original vision: to build Chinese brands that command the world's respect

31:05 The inspiration from DeepSeek and Black Myth: Wukong: confidence is more precious than gold

Casual Discussion — Aesthetics

32:33 Beauty as a lifelong pursuit: the aesthetics of DeepSeek, Nezha, sound, and the written word

34:41 Must one be a unicorn to succeed? The meaning that success confers upon a person

36:58 Classical literature laid the intellectual foundation of China today; the coming decade is the best time to build brands

39:55 The beauty of design: continuous deeper exploration and research

42:33 Beauty and imperfection: prioritize the capture of beauty above all

Operations and Management

49:55 Seeing Chinese elements in the world through Chanel: the method matters less than using varied tools to transmit Chinese thought and culture to the world

55:35 Contemporary young people leading global innovation and change, awakening the seeds of cultural confidence

57:58 Management philosophy: Kazuo Inamori — jingtian airen (revere heaven and love humanity); Pang Donglai — Confucian approaches to management

58:27 Dao zhe fan zhi dong (the Dao moves by returning): in fast-paced life, the need to become still and slow

01:00:00 Slow business, no table turnover — then extend dining hours: when ideology doesn't slip, methods always outnumber difficulties

01:03:22 From Su Dongpo's experiences, learning his attitude and integrity, accepting life with equanimity

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Executive Producers: Jiamin, Cindy, Wendi Post-production: Keyone Studio

"This Is Seriously True" is a general business podcast produced by ZhenFund, where the investment team shares the latest trends and industry insights with leaders across fields.

ZhenFund was founded in 2011 and is among China's earliest angel investment institutions. Since its inception, ZhenFund has actively sought out the most outstanding entrepreneurial teams and era-defining investment opportunities in artificial intelligence, chips and semiconductors, robotics and hardware, healthcare, enterprise services, new energy, cross-border expansion, consumer lifestyle, and beyond.

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