Xin Xiang Yin (Chinese: 心相印; pinyin: Xīn Xiāng Yìn) is a prominent Chinese household tissue and personal-care paper brand owned by Hengan Group. The brand offers a wide range of paper products including facial tissues, pocket tissues, toilet tissue, kitchen paper, and wet wipes. As one of Hengan’s most recognized consumer labels, Xin Xiang Yin is positioned around softness, hygiene, comfort, and emotional care rather than purely functional utility.

The name 心相印 conveys the concept of “hearts resonating with each other” or “hearts connected,” establishing an explicitly emotional identity for the brand. This distinguishes it from standard commodity tissue products in the market.

Hengan identifies 1996 as the founding year of Xin Xiang Yin and describes it as a leading brand within China’s household-paper industry.

Xin Xiang Yin was established during Hengan Group’s expansion into the Chinese household-paper market in the 1990s. Hengan itself was founded in 1985 and has since developed multiple major consumer brands across tissue, feminine hygiene, and baby-care categories.

The brand’s development coincided with a significant transformation in the Chinese tissue market. As consumers shifted toward packaged, branded household paper products, Xin Xiang Yin built its identity on a combination of practical performance and emotional warmth. Rather than competing solely on price, the brand emphasized:

• Softness and skin comfort
• Wet strength
• Raw-material quality
• Embossing and manufacturing technology
• Attractive packaging
• Specialized tissue products for different situations
• The concept of tissue as a medium for everyday interpersonal care

This emotional positioning became central to the brand’s advertising, which frequently associates tissue use with love, companionship, tenderness, and family care.

Xin Xiang Yin is not an independent corporation but a brand under Hengan Group, formally associated with Hengan International / 福建恒安集团. Founded in 1985 and headquartered in Anhai Town, Jinjiang, Fujian Province, the group became publicly listed in Hong Kong in 1998. It has grown into one of China’s major manufacturers of household paper and hygiene products, with a portfolio that includes Xin Xiang Yin alongside brands such as Space7/七度空间 and various baby and adult-care lines.

Hengan describes its corporate mission as “追求健康，你我一起成长” (“Pursuing health, growing together”), emphasizing health, quality, and continuous innovation. Within this structure, Xin Xiang Yin serves as Hengan’s flagship household-paper consumer brand, while other group brands address different personal and family hygiene categories.

Meaning of 心相印

The brand name comprises three Chinese characters:

• 心 (xīn) — heart
• 相 (xiāng) — mutually / with one another
• 印 (yìn) — imprint / mark

Collectively, 心相印 suggests hearts being connected or mutually understood. This meaning aligns closely with intimate everyday moments associated with tissue use, such as wiping a child’s face, caring for a family member, comforting someone in distress, or personal self-care. Consequently, Xin Xiang Yin’s branding has historically treated “care” as equally important to the physical properties of the paper.

The brand’s well-known communication line is:

不止柔韧，爱在心相印

A natural English interpretation is “More than softness and strength; love is in Xin Xiang Yin.” Hengan states that the brand has utilized this positioning since 1996.

Xin Xiang Yin maintains a broad household-paper portfolio rather than focusing on a single tissue type.

Facial and Box Tissues

These core products emphasize softness, absorbency, and suitability for everyday facial use.

Pocket Tissues

Designed for portability in handbags, pockets, and travel bags, these small packs are available in premium and fragranced variants.

Toilet Tissue

In the bathroom tissue segment, the brand focuses on softness, strength, absorbency, and roll construction.

Kitchen Paper

Xin Xiang Yin produces paper specifically designed for kitchen and household cleaning applications where absorbency and wet strength are critical.

Wet Wipes

The Hengan portfolio includes Xin Xiang Yin-branded wet wipes. Hengan states that its Xin Xiang Yin hygienic wet wipes have been recognized under China’s “Enterprise Standard Leader” program.

Over the years, Xin Xiang Yin has introduced numerous product lines, several of which have become particularly recognizable.

Tea Language / 茶语系列

The Tea Language (茶语) line is among the brand’s best-known families, combining tissue with tea-inspired aesthetics and fragrance or embossing concepts. In 2015, the brand launched its 茶语丝享 series, utilizing embossing technology that helped drive innovation in the category.

Yun Gan Rou Fu / 云感柔肤

The Cloud-Feel Soft Skin (云感柔肤) range emphasizes softness and tactile comfort. Hengan describes this line as having introduced a “cloud-feel” three-dimensional embossing concept in 2019.

Pino / 品诺

Pino (品诺) targets the premium end of the Xin Xiang Yin portfolio, focusing on refined packaging, softness, and superior quality.

Velvet Cube / 绒立方

One of the brand’s most technologically significant recent launches is 绒立方 (Velvet Cube). Introduced in 2023 following the installation of what Hengan describes as China’s first TAD tissue-making machine, this series utilizes Through-Air Drying (TAD) technology. TAD uses hot air passing through the paper web during drying. According to Hengan, this technology provides substantially greater bulk and absorbency than conventional products, with approximately twice the bulk and 12 times the water absorption of their stated ordinary-product comparison.

A key component of Xin Xiang Yin’s recent positioning is its emphasis on 100% virgin wood pulp (100%原生木浆). In March 2024, Hengan announced a broader “good tissue” strategy centered on making 100% virgin wood pulp a recognizable quality indicator. The company stated that its dry-tissue range uses 100% virgin wood pulp and that packaging would carry a corresponding identification mark.

This strategy addresses the difficulty consumers often face in judging tissue quality by appearance alone. By highlighting raw materials, Xin Xiang Yin attempts to turn material composition into a visible brand-quality signal. Hengan also states that Xin Xiang Yin avoids adding substances such as fluorescent whitening agents and talc to its tissue products.

Xin Xiang Yin’s development increasingly relies on tissue-manufacturing technology alongside branding. Key technological elements include:

• Embossing technology: Used to create texture, softness, and visual differentiation.
• Three-dimensional embossing: Employed in the Cloud-Feel series to enhance tactile softness.
• TAD technology: Utilized in the Velvet Cube range to create a highly bulky and absorbent tissue structure.
• Virgin wood pulp: Serves as the central raw-material proposition for the brand’s dry tissues.

These elements combine to give Xin Xiang Yin a competitive identity rooted in consumer emotion, material quality, and manufacturing technology.

Xin Xiang Yin advertising rarely focuses exclusively on technical specifications. Instead, the brand frequently employs themes of family, romantic relationships, friendship, tenderness, protection, companionship, everyday happiness, and emotional connection. These themes directly reflect the meaning of 心相印.

Communications often portray tissue as a small physical expression of caring for another person. This approach has allowed Xin Xiang Yin to occupy a distinct emotional position compared to cheaper, purely utilitarian tissue brands.

A significant recent marketing partnership involves Chinese actor and singer Xiao Zhan (肖战). Xiao Zhan became a brand spokesperson for Xin Xiang Yin in 2022, with the role subsequently elevated to global brand spokesperson. Campaigns featuring him continued through 2023 and 2024.

The collaboration connects Xiao Zhan’s image with the brand’s existing concepts of softness, quality, warmth, love, and companionship. Campaigns have promoted products including the Pino range and higher-end tissue offerings. In 2024, Xin Xiang Yin continued to feature Xiao Zhan in campaigns supporting its 100% virgin wood pulp quality strategy and the concept of a “quality, healthy life.”

This partnership is strategically significant due to Xiao Zhan’s large and highly engaged fanbase, which provides Xin Xiang Yin with visibility beyond conventional household-product advertising channels.

Xin Xiang Yin is generally positioned above budget-oriented tissue products, competing through a combination of brand recognition, perceived quality, product variety, emotional branding, and technological innovation. Hengan describes Xin Xiang Yin as a leading brand in China’s household-paper industry.

In 2024, Hengan reported that the brand ranked 89th overall in the “2024 Top 100 Annual Brands” and was the only household-paper brand included in that ranking. The company also stated that Xin Xiang Yin had accompanied more than 390 million users, illustrating the scale of its operations. These figures are company-reported claims rather than independent market-share measurements.

Xin Xiang Yin represents a broader evolution in China’s consumer-goods industry. Historically, tissue paper was largely a commodity where consumers primarily compared price, sheet count, and basic functionality. Xin Xiang Yin helped push the category toward brand segmentation, offering choices between economical, premium, extra-soft, fragranced, portable, kitchen, specialty, and technologically differentiated tissues.

Simultaneously, the brand’s name and marketing integrate tissue into an emotional narrative about interpersonal care. This results in branding that is considerably more sentimental than that of many Western household-paper brands.

Hengan has linked Xin Xiang Yin with sustainability and responsible production, stating that its manufacturing approach considers sustainability in supplier selection, material production, manufacturing processes, and equipment. The brand has also appeared in environmental and sustainability-related initiatives.

However, corporate sustainability claims should be distinguished from independently verified environmental assessments. The use of virgin wood pulp is a quality proposition for the brand but does not automatically indicate a lower environmental footprint than recycled-fiber alternatives.

• 1985 — Hengan Group is established.
• 1996 — Xin Xiang Yin is established as a Hengan household-paper brand.
• 1998 — Hengan International is listed on the Hong Kong Stock Exchange.
• 2015 — Tea Language / 茶语丝享 becomes an important product innovation, particularly regarding embossing.
• 2019 — Cloud-Feel Soft Skin / 云感柔肤 introduces the brand’s cloud-feel 3D embossing concept.
• 2022 — Xiao Zhan becomes a Xin Xiang Yin brand spokesperson.
• 2023 — Xin Xiang Yin launches Velvet Cube / 绒立方 using TAD technology.
• 2024 — Xin Xiang Yin launches its “good tissue” strategy emphasizing 100% virgin wood pulp as a quality indicator.
• 2024 — The brand is ranked 89th in the reported “2024 Top 100 Annual Brands” ranking and first among household-paper brands in that list.

Xin Xiang Yin’s brand personality can be summarized as warm, gentle, reliable, clean, family-oriented, increasingly premium, and technologically progressive. Its differentiation operates across multiple layers:

• Functional layer: Tissue, hygiene, absorbency, strength
• Quality layer: Virgin wood pulp, softness, embossing, advanced manufacturing
• Premium layer: Specialized series, sophisticated packaging, TAD technology
• Emotional layer: Love, tenderness, companionship, and care
• Cultural layer: A distinctly Chinese interpretation of everyday family and interpersonal affection

Although fundamentally a Chinese domestic consumer brand, Xin Xiang Yin products are sold through overseas Chinese grocery and e-commerce channels. International availability is most visible in markets with substantial Chinese-speaking or East Asian consumer communities. In the Philippines, products may be found in specialty Asian supermarkets or via cross-border e-commerce platforms catering to Chinese expatriates and local consumers familiar with Chinese brands.

The English rendering “Xin Xiang Yin” is used on some international retail platforms, while the Chinese 心相印 remains the core brand identity. Note that Xin Xiang Yin should not be confused with unrelated companies or products that happen to share the same romanization; the household-paper brand discussed here is specifically 心相印, the Hengan Group brand.