SHANGHAI, May 8, 2025 /PRNewswire/ — International premium luggage brand ECHOLAC commemorated its 60th anniversary with a spectacular celebration under the theme “FOR BEYOND”, held at the Shanghai World Expo U-Show. The event honored six decades of craftsmanship and innovation while setting the tone for a bold new era. Through immersive exhibitions and performances, ECHOLAC invited guests to journey through time—revisiting the past, embracing the present, and envisioning the future.
ECHOLAC 60th Anniversary Celebration
A Legacy of Excellence: Six Decades of Crafting a Luggage Legend
For the past 60 years, ECHOLAC has embedded craftsmanship and innovation into its DNA. From pioneering the first ABS attache case in 1965 to introducing natural fiber aluminum-frame suitcases, the brand has consistently redefined travel standards.
Today, ECHOLAC maintains a leading position in premium markets across Europe and Southeast Asia, with a presence in over 50 countries and more than 3,000 sales outlets worldwide. Its state-of-the-art 30,000-square-meter manufacturing facility allows the company to manage the entire production and logistics chain in-house.
In terms of design, ECHOLAC unites elite design teams from Italy and China, blending Eastern and Western cultural aesthetics. Guided by the philosophy of “Eastern soul and Western charm”, the brand combines timeless elegance with meticulous quality control, delivering affordable luxury products that continue to set new standards for global travellers.
A Dazzling Celebration Where East Meets West
The anniversary event, themed “BEYOND TIME”, led guests through a visually stunning time portal connecting the brand’s heritage with its vision for the future. The main venue featured multilayered futuristic visual elements, illuminated pathways symbolizing ECHOLAC’s journey, and a central circular bar designed like an airport terminal, featuring the latest SHOGUN luggage model.
A “Wall of Time” showcased classic ECHOLAC cases in floating displays, interactive photo walls, and a preview of cutting-edge travel innovations.
Three immersive zones brought the “FOR BEYOND” concept to life:
- ECHOLAC STUDIO: A fusion of Eastern craftsmanship with contemporary travel needs, offering guests bespoke experiences
- ECHOLAC HOME: The Dynasty Series suitcases transform into household installations such as sofas and televisions, using the artistic language of deconstructed luggage to embody the brand spirit of “beyond imagination”
- ECHOLAC LAB: Highlighting innovation through future-focused designs, interactive tech, and a capsule prize machine symbolizing imagination and advancement
The evening opened with a theatrical performance depicting a traveler’s journey across time, capturing ECHOLAC’s spirit of constant evolution. CEO Mr. Zheng Xuefeng delivered a heartfelt address, sharing personal reflections—from his early days as a trader to his current role as brand leader. He underscored ECHOLAC’s mission to go “FOR BEYOND” and the meaningful stories behind the brand’s global journey.
A following runway show introduced a trio of standout innovations:
- One-X: A sleek, transformable case with CarboNITE™ frame that effortlessly shifts between four check-in modes from M to L to XL to XXL in seconds
- SHOGUN EVO: A stylish, ultra-durable aluminum-magnesium case designed for modern professionals
- DYNASTY VLX: A luxurious suitcase adorned with Italian leather and intricate embossed patterns, reflecting timeless elegance
Supermodel Linda Li Jing graced the stage for the finale, embodying ECHOLAC’s pioneering spirit while carrying the DYNASTYVLX case.
The night concluded with partner and employee awards, live music, raffles, and DJ sets—capping off 60 years of excellence and heralding a dynamic future.
Looking Forward: A New Vision for Global Travel
ECHOLAC announced a comprehensive brand upgrade anchored in innovation, production growth, and expanded global presence. Under the “FOR BEYOND” banner, the brand is developing lighter, more sustainable materials and incorporating smart features such as fingerprint unlocking, 5G anti-loss technology, smart weighing systems, and wireless charging.
In addition, the upcoming second-phase manufacturing facility is projected to double capacity, enabling annual production to exceed 2 million units.
On the retail front, ECHOLAC plans to open 20 flagship stores across Tier-1 and emerging cities in China within 2025, supported by pop-up experiences and co-branded campaigns targeting younger consumers. International expansion will prioritize Southeast Asia and the Middle East, with localized branding efforts. Broader markets will be engaged through celebrity partnerships and cross-industry collaborations.
As CEO Zheng Xuefeng summarizes, “Each ECHOLAC creation is a blend of engineering and art—a vessel for life’s aspirations. We aim to empower travelers worldwide with confidence and ease.”
CONTACT:
Rita Rao
rita.rao@justenpr.com
