No shouting, no trends for their own sake. The visual system works from a simple premise: texture, process and atmosphere are already compelling — the camera only has to get close enough.
TikTok is a discovery engine: it rewards the immediate, the tactile and the slightly strange. Instagram is a gallery: it rewards composition, sequence and a consistent mood. The same assets are cut differently for each.
TikTok
五 大 画 板 · 发 现
05Core boards
The account is organised like a library, not a feed. Each board is a collection a new viewer can fall into: heritage, quiet home, process, material, modern use.
01Boards as playlists. Every video belongs to one of five boards; the bio points to the board index.
02Native 9:16, no borders. Hands, water, steam and bamboo fill the frame; captions sit low and small.
03One link, one promise. Every board links to the heritage hub or the matching journal story.
Instagram
四 周 轮 换 · 收 藏
04Feed weeks
The grid is treated as a quarterly exhibition. Each week has a theme, a palette and a narrative layer; together they read as one continuous body of work.
01Weekly rotation. Origin, craft, scene and maker weeks, each with a distinct image rule.
02One grid tone. Deep moss, warm paper and clay — every post graded to the same shadow.
03Reels & Stories. Short process cuts feed discovery; Highlights hold the permanent chapters.
02TikTok boards五 大 核 心 画 板
Five rooms to wander into.
Each board has a narrative job, a cover image, a posting cadence and a destination. The names stay in English for discovery; the captions carry the Chinese terms.
Four recurring formats carry the deeper narrative. Each is designed as a carousel or a long image, with a final frame that links back to the relevant product or journal story.
Carousel · 15 frames
15 steps, one mat
Each process on its own frame, numbered, with a short caption.
The feed moves through the narrative in order, then begins again. A follower who arrives at any point sees a coherent body of work — and, over a month, the whole story.
Week 01
Origin
溯源周
Frost, riverbank, red thread. The grove in January and the people who choose what to leave standing.
Deep moss · cold light
Week 02
Craft
技艺周
0.2mm strips, thumbnail tests, herringbone close-ups. The hand as the only instrument that matters.
Clay · warm shadow
Week 03
Scene
场景周
Tea table, bench, window light. Rooms where the mat is not the subject but the reason the room works.
Raw bamboo · soft paper
Week 04
Maker
匠人周
Su Chengjun's hands, his father's tools, the signature at the base. A face behind the fifteen steps.
Forest · low key
05Motion & permanence短 视 频 · 高 光
Fifteen seconds of attention.
Reels are made in three repeatable formats. None requires a script; each requires a close camera, natural sound and the confidence to let a process run.
Format 01 · Craft cut
The split, in slow motion
A single action, macro lens, natural sound. No voiceover, no music until the final two seconds.
15–30 seconds
Format 02 · Quiet scene
Morning tea, no dialogue
Steam, a hand, a mat, a window. The product appears for three seconds and is never named.
15–20 seconds
Format 03 · First weave
Zero experience, one small mat
A real beginner opens the kit, follows the fifteenth-step guide, and holds the result up to the light.
20–30 seconds
05.1Story highlights
Permanent chapters.
Stories disappear; the story should not. Three permanent highlights hold the evergreen chapters, each with a cover frame from the archive.
Every image is graded toward the same five tones, whether it was shot in a grove, a workshop or a Shanghai apartment. The consistency is the brand.
Paper#F2EDE2
Raw bamboo#E7DECE
Sage#AEB9A3
Deep moss#203527
Clay#A65435
一 图 一 路
Every post has a destination. Process content links to the heritage hub, room content to the Studio edition, maker content to the Heritage edition and the journal. No dead-end content; no orphaned story.
