De Rucci

Chinese mattress company

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De Rucci Healthy Sleep Co.

DeRUCCI headquarters in Dongguan China

Chinese| 慕思健康睡眠股份有限公司
| Transcriptions

Standard Mandarin
Hanyu Pinyin| Mùsī Jiànkāng Shuìmián Gǔfènyǒuxiàngōngsī
Yue: Cantonese
Jyutping| mou6 si1 gin6 hong1 seoi6 min4 gu2 fan6*2 jau5 haan6 gung1 si1

De Rucci Healthy Sleep Co.[1] (Chinese: 慕思; pinyin: Mùsī; Jyutping: mou6 si1) is a mattress company in China, headquartered in Dongguan, Guangdong.[2]

## History

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Lin Jiyong and Wang Bingkun established the firm in 2004.[3] Its first offices were in Dongguan. It had 4,200 shops in China in 2020, as well as various showcase facilities outside of China.

## Branding and controversy

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De Rucci advertisement on a bus in Hong Kong, featuring Dirstine

De Rucci previously claimed to have been founded in 1868 by a Frenchman named Leonardo de Rucci.[3] De Rucci's advertising prominently showcases an unnamed European-looking man, a "Steve Jobs look-alike" who has been described as the "most famous face in China".[3] A Wall Street Journal investigation identified the man as John Timothy Dirstine (1943-2012), an American resident in China, and that De Rucci had signed an agreement with him in 2009 to use his image in advertising.[3]

In 2021 China Daily criticized the usage of his face to suggest a non-Chinese origin for the company.[1] The author of the article, Zhang Zhouxiang, stated "such blind worship is uncalled for in China now that it has become the world's second-largest economy."[4] David Fickling of Bloomberg News argued that the usage of the man of European origin and European-inspired branding reflected an internalized inferiority felt in China, similar to that felt by people in Japan in the mid-20th century, before the rise of the Japanese economy.[1]

## References

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1. ^ a b c Fickling, David (2021-12-07). "From Gucci to De Rucci, Innovation Always Grew From Imitation". The Washington Post. Bloomberg News. Retrieved 2021-01-15.
2. ^ "Home". De Rucci. Retrieved 2022-01-15. "地址：广东省东莞市厚街镇厚街科技大道1号"
3. ^ a b c d Hua, Sha (2022-01-14). "The Quest to Identify a Westerner Called 'The Most Famous Face in China'". The Wall Street Journal. Archived from the original on 2024-11-12. Retrieved 2022-01-15.
4. ^ Zhang, Zhouxiang (2021-12-03). "Craze for Western products runs out of steam". China Daily. Retrieved 2022-01-15.

## External links

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* De Rucci (in Chinese)
* De Rucci Global
* De Rucci United States
* De Rucci Australia

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