In Goiânia, Brazil, a long-established musical instrument store is redefining what local musicians can expect from a guitar. Harmonia Musical, with over 30 years of experience in the industry, has started offering high-quality Chinese guitars, with impressive craftsmanship and affordable prices.
Thiago Cunha, Commercial Director of Harmonia Musical, said several Chinese guitar brands now available at the store deliver what big-name U.S. or European brands do for half the cost.
Local singer Adriana Lopez recently purchased one, “I was really impressed by the neck, size, and fine details. But what stood out most was the excellent sound.”
Cunha noted that several Chinese brands from Zheng’an, southwest China’s Guizhou Province, caught his attention at the 2023 Shanghai Musical Instruments Exhibition. Their high standards and craftsmanship convinced him they were well worth bringing to Brazilian consumers.
Turns out, Adriana and Thiago are not alone. In 2024, Brazil imported $1.5 million worth of acoustic guitars and plucked instruments from China, an 11.8% increase from the previous year. The lion share comes from Zheng’an. In 2024 alone, the county exported over 2.4 million guitars to more than 40 countries, accounting for 40% of Brazil’s market, 30% of the U.S.’s, and 20% of Europe’s.
From mountain isolation to global guitar hub
Once isolated in the mountains and burdened by poverty, Zheng’an began reaching out to guitar entrepreneurs in 2012, encouraging them to return and establish their businesses in their hometown.
Over more than a decade of development, the county has evolved into the world’s largest and most integrated hub for guitar manufacturing, home to more than 140 companies specializing in guitar production and components.
Beyond producing its own brands, Zheng’an now supplies six of the world’s top ten guitar brands, including Brazil’s Tagima, the U.S.’s Fender, and Japan’s Ibanez. Remarkably, even the “Trump Guitars” line, endorsed by U.S. President Donald Trump, is manufactured in the county. Today, one in every seven guitars produced worldwide originates from Zheng’an.
Zheng Chuanjiu, the first entrepreneur who relocated his business to Zheng’an in 2013, attributes their success with top global brands to the excellent quality of their products. One of his international clients is Ibanez, a Japanese brand renowned worldwide for its high craftsmanship standards.
“Every guitar destined for Ibanez undergoes meticulous inspection. Without special equipment, their inspectors can identify each guitar simply by hearing its sound, and our products meet that standard,” Zheng Chuanjiu proudly said.
Innovative guitars strike the right chord
To pursue sustainable growth in the dynamic global market, guitar companies in Zheng’an have been building their own brands, introducing innovative designs, and expanding their international customer base.
Improving sound quality is at the core of guitar innovation. Take the smart bamboo-made guitars as an example. Released by Natasha Guitars, a leading guitar company in Zheng’an, the special guitar line quickly attracted widespread acclaim for its warmer, mellower tones that linger in the air.
China has a long tradition of using bamboo in musical instruments, as it has excellent acoustic properties and durability. Moreover, bamboo offers a sustainable choice for modern luthiers, as it is a fast-growing alternative to wood.
Integrated with a sound card and chip, the smart bamboo guitars also allow players to perform with backtracks, further enhancing the playing experience. The guitars shone at the 2023 Shanghai International Musical Instrument Exhibition, where the company received a $30,000 order from a Brazilian buyer. Today, they are sold in nearly 30 countries and regions worldwide.
Zheng’an guitars gain global popularity
Guitar makers in Zheng’an are increasingly recognizing the importance of global exposure and seize every opportunity to present their products at international music trade exhibitions. At the 2023 NAMM held in California, one of the industry’s premier trade shows, nearly 40 guitar brands from Zheng’an showcased their flagship products.
These efforts are paying off. During the exhibition, Hakan Kutlu, general manager of a Turkish guitar distribution company, noted that they now purchase over 10,000 guitars annually from Shenqu Guitars, a leading Zheng’an manufacturer.
Logistics have also played a crucial role in Zheng’an’s global growth. Thanks to the China-Europe Railway Express beginning services in 2021, guitar companies in Zheng’an have considerably expanded their customer base. Their products are now shipped to more than 20 countries in Europe, including Germany and Spain. The new logistics route delivers goods to Europe in about 15 days, cutting delivery time by 30 to 40 days.
Becoming China’s “La La Land of Guitars”
Beyond its business, Zheng’an is weaving guitar music into daily life. On weekday evenings and weekends, guitar performances, from intimate jams to large-scale concerts, fill the county with melodies. At the Guitar Square located in downtown Zheng’an, a lively cultural hub marked by a striking 30-meter-tall sculpture of three guitars. Around 40 local bands now perform there regularly.
There’s also a guitar museum, a themed shopping street, and nonstop events like college guitar competitions, open-air jam sessions, and music festivals. Every week, there’s a show; every season, a spectacle.
By the end of 2024, nearly 60,000 people, roughly one-sixth of the county’s permanent residents, had learned to play the guitar. This seamless blend of music, culture, and community is enriching daily life and fueling the growth of Zheng’an’s guitar industry and tourism, making the county a true “La La Land of Guitars,” where world-class guitar craftsmanship meets vibrant musical culture.
Chen Ziqi is a journalist from China Global Television Network (CGTN).
