This year, during Paris Fashion Week, Viee Natural Beverages became the official partner of Bonjour Echoes, a standout event within the “Welcome to Paris” program, held on October 4th at the Palais Brongniart. This unprecedented collaboration marks a major milestone in Viee’s global expansion, aligning the brand with one of the world’s most prestigious fashion events.
Founded in 1992, Viee is a leading plant-based protein drink brand in China, known for products naturally rich in vitamin E and bifidofactors. For over three decades, the brand has championed a natural, health-conscious lifestyle through its innovative, nature-inspired beverages — several of which have become icons in their category.
A new chapter in Paris
This collaboration with Bonjour Echoes is a key part of Viee’s ambitious strategic vision. By stepping onto the prestigious Parisian stage for the first time, the brand asserts its commitment to redefining contemporary lifestyle codes by combining well-being, elegance, and ecological awareness.
Since its inception, Viee has always associated its brand image with the notions of beauty, elegance, and well-being. As early as 2008, it initiated partnerships with the World Supermodel Contest, supporting models and designers from all over the world and establishing a strong bridge between China and the international fashion community. Viee’s involvement in Paris Fashion Week thus continues this legacy while marking a significant milestone in the brand’s global development.
True to its DNA, Viee promotes natural beauty nourished from within, thanks to drinks rich in vitamin E and bifidofactors – nutrients known to support skin health, digestion, and gut wellness. Presence in Paris is therefore much more than a fashion collaboration; it symbolizes Viee’s dedication to a balanced lifestyle that is simultaneously healthy, aesthetic, and sustainable.
The beauty of nature, reinvented
Viee beverages are made from nuts rigorously selected for their exceptional quality, naturally rich in vitamin E. As a potent natural antioxidant, vitamin E helps neutralize free radicals, protect cells from oxidative stress, promote skin health, and reduce wrinkles and other visible signs of aging.
During the Bonjour Echoes event, guests had the opportunity to discover a selection of the brand’s signature products — true ambassadors of Viee’s vision of well-being and natural beauty:
- Viee Natural Vitamin E Plant-Based Protein Drink (green glass bottle): A smooth and authentic drink, perfectly suited to accompany spicy dishes thanks to its refreshing and soothing qualities.
- Viee Natural Vitamin E (purple bottle): A harmonious blend of walnuts, amandes, and cashews, offering a rich, velvety taste that combines pleasure with nutritional benefits.
- Viee Natural Vitamin E Nut Beverages (purple can): A convenient and flavorful option for sharing moments with family or friends, anytime throughout the day.
- The King of Viee – 9 Nut Beverages (large purple glass bottle): The crown jewel of the collection, this 100% additive-free beverage is made from nine varieties of carefully selected nuts. Made possible by Viee’s proprietary technology, it achieves a perfect balance of natural ingredients, rich nutrition, and refined taste. It also holds the distinction of being the world’s first additive-free nut-based beverage.
Beyond fashion: a lifestyle philosophy
Viee Natural Beverages is widely recognized as the leading brand of nut-based beverages in China. Alongside its commercial growth, the company has been consistently engaged in philanthropic activities. Over the past 30 years, it has donated more than 100 million yuan to social initiatives and established six major charitable funds, each valued in the tens of millions. This long-standing dedication has earned national recognition, including the Special Contribution Award for Project Hope, received in 2009, 2014, and 2019.
Rooted in the Sichuan province, Viee has built a strong presence in the domestic market and is now pursuing international expansion. The brand is fully aligned with the global shift toward more responsible consumption, addressing the aesthetic and ethical expectations of a new generation of consumers.
“Interpreting Nature Through Fashion” is more than a slogan for Viee—it’s a core philosophy. Making its global debut at Paris Fashion Week, the Chinese plant-based beverage brand presented not just style and elegance, but a powerful message of natural well-being to the world.
From family tables in China to Michelin-starred menus in Paris, Viee has grown from a trusted daily beverage into a symbol of modern, health-conscious living. Now making its mark on the international runway, the brand is poised for global expansion—bringing its vitamin E-rich, plant-based protein drinks to a wider audience, along with a lifestyle rooted in nature, wellness, and style.
In collaboration with AW Media.
