The global brand image of Kitchen Star has been completely revamped.
In 2025, Mingxin Group will further deepen its brand concept of "Connecting a Happy Lifestyle", and adopt the action guideline of "Go Green, Go Nature". It will integrate green living and happiness into every family, and completely upgrade the "kitchen star" global brand. Driven by the "Globalization + Branding" strategy 2.0, Mingxin Group has redefined its brand value and upgraded its visual identity, presenting a new image that better matches the international landscape and connects diverse markets.
Renewed and upgraded
Kitchen Star is a brand that conveys the warmth of the kitchen and the emotions of the family. We use carefully designed products and warm and considerate services as the carriers, aiming to make cooking a more relaxing and enjoyable experience, and create memorable delicious memories for Chinese families all over the world. We believe that chefs are the soul of the family - as ingredients are tossed in the pot and fragrances fill the air, it is the most touching melody of life. Together with Kitchen Star, cook the happiness of the family in the kitchen, and let love grow in the daily cooking.
VI Upgrade
Kitchen star is one of the earliest manufacturers of integrated products for kitchen utensils export in China. It has been dedicated to creating healthy and high-quality innovative products, integrating design and taste, aesthetics, technology and market trends. After 20 years of development, it has grown from a sales company to a modern group company with 3 factories and over 10 sub-brands. With the strong manufacturing capabilities of its three modern production bases, KS has an annual production capacity of over 8 million high-quality cookware, with annual sales exceeding 100 million US dollars. Its products are sold in more than 100 countries and regions around the world. Currently, the company holds 8 invention patents, 20 utility model patents, 130 design patents, 5 patent evaluation reports, and over 100 domestic and foreign trademarks.
SI Upgrade
This rebranding is centered around the goal of "creating a global brand image of a healthy and energetic kitchen". With a more concise visual language and a more vibrant color system, a more distinct and easily recognizable brand identity is formed. We aim to reshape the brand value system with an international perspective, vividly interpreting the brand vision of "becoming the home of the world's best kitchens that understand food and love". Adhering to a forward-looking development concept, we drive the iterative upgrade of the global product matrix and the innovation of business models, building a world-class brand ecosystem that is culturally inclusive and technologically leading.
革新后的视觉体系突出“健康”与“创新”核心驱动力，立足永康，放眼全球。KS将持续深耕高端厨具领域，以创新为引擎，以健康为基石，不断推出更优质，更智能，更健康的产品解决方案，努力成为全球消费者信赖的厨房与家居生活引领者，让健康与幸福融入每个家庭。
