The documentary project marks the brand’s 170th anniversary by connecting its outdoor heritage with China’s landscapes, culture, and environmental storytelling
Burberry has launched Expedition With Burberry, a three-part documentary series created in partnership with Chinese National Geography and featuring actor and longtime brand ambassador Chen Kun. Released as part of the British luxury house’s 170th anniversary celebrations, the project explores China’s natural environments and cultural heritage while reinforcing Burberry’s longstanding connection to outdoor exploration.
The series follows Chen through a journey spanning historic and ecological landmarks across central China, beginning in Xi’an before moving into the Qinling mountain range, a geographic boundary separating northern and southern China. Along the way, the documentary highlights regional traditions, natural habitats, and geological formations, blending cultural discovery with environmental observation.
Developed with the support of National Geography, the project reflects Burberry’s continued emphasis on storytelling rooted in exploration, a theme closely tied to the brand’s origins. Founded on innovations designed to protect wearers in outdoor conditions, including Thomas Burberry’s invention of gabardine in the late nineteenth century, the company has increasingly revisited its heritage through contemporary cultural initiatives and localized campaigns.
The documentary arrives as Burberry continues to strengthen its engagement with consumers through regionally relevant content and partnerships. By collaborating with one of China’s most recognized geographic and environmental publications, the brand positions its anniversary celebrations within a broader conversation around nature, cultural preservation, and responsible exploration.
The release follows a series of high-profile campaigns tied to Burberry’s anniversary year, including initiatives centered on the house’s trench coat heritage and its connection to British sporting culture. These efforts form part of a wider strategy to sharpen the brand’s identity and deepen consumer engagement across key markets.
China remains a critical region for the luxury sector, and Burberry’s latest project underscores the growing importance of culturally specific storytelling in building relevance with local audiences. As luxury brands continue to invest in content that extends beyond traditional product marketing, documentary-led initiatives such as Expedition With Burberry highlight how heritage can be reframed through local narratives and contemporary cultural perspectives.
