1999
The beginning
A vision takes shape, focused on restoring and reimagining cultural destinations through long-term stewardship.
About Become Beyond
Where life finds its balance
A grand vision: the beauty of balance
Become Beyond was born from a simple belief: that the most meaningful places are those where balance exists — between past and present, nature and culture, people and place.
Rooted in over two decades of experience shaping cultural destinations across China, we create environments that are not staged, but lived in. Ancient towns are not preserved as static displays, but reimagined as spaces where daily life continues with purpose and care.
From waterways and historic streets to contemporary cultural programs and global events, each destination is designed as a complete ecosystem — where heritage is respected, modern life is welcomed, and every detail contributes to a sense of harmony.
We do not separate travel from life. We shape places where the two become one.
Timeline
We started with a single location and a long-term vision. Today, our destinations welcome millions each year, drawn by a shared search for balance, authenticity, and connection.
2001
First landmark projects
Early development efforts begin in Dongzha, Wuzhen, laying the foundation for integrated destination planning and operations.
2007-2014
The Wuzhen model
Wuzhen evolves into a national benchmark, balancing heritage preservation with modern tourism and cultural programming.
2014
Global stage
Wuzhen becomes the permanent host of the World Internet Conference, placing cultural destinations on an international platform.
2016-2018
Expansion of destinations
New projects across China extend the model to diverse cultural and natural landscapes.
2023
A new generation opens
Puyuan Resort launches, introducing a fusion of heritage and contemporary lifestyle.
2024
Continued growth
New destinations including Yanguan and Yaohu Lake Town open, expanding the vision of integrated cultural living.
Today
Becoming Beyond
A unified global-facing brand emerges, connecting destinations, culture, and experiences under one philosophy.
Our vision
To reveal the beauty of balance, where people, culture and nature coexist in harmony, inspiring a better way of living.
We believe the future of travel is not about escape, but reconnection. Our vision is to shape places that bring people closer — to culture, to nature, and to a more grounded way of living.
Each destination reflects a long-term commitment to harmony, where development is guided by respect, and growth is measured by lasting value rather than short-term spectacle.
Authenticity over spectacle
Connection before convenience
Respect for every place we touch
Our mission
To craft living destinations that unite heritage and modern life. Where culture is not just observed, but experienced.
Our role is not simply to build or operate destinations, but to curate environments where life unfolds naturally.
We work across the full lifecycle — from planning and design to operation and cultural programming — ensuring each place functions as a living system. Here, history is not separated from the present, and culture is not reduced to performance, but embedded in everyday experience.
Through this approach, we create destinations that are not only visited, but returned to.
Dedicated to sustainability and the environment
Sustainability is not an added feature — it is a foundation.
Our destinations are designed with long-term ecological balance in mind, from landscape preservation and water systems to low-impact infrastructure and community integration. We prioritise adaptive reuse, responsible construction, and ongoing environmental management.
Beyond the physical environment, sustainability also means cultural continuity — supporting local communities, preserving intangible heritage, and ensuring each place remains meaningful for generations to come.
Our resorts
