A Beijing Boutique is drawing much attention these days. With its intriguing name, “Navel,” most people find it interesting and easy to remember.

“Everybody has a navel or a childhood story about their own, says the shop owner.

The concept behind the word navel is derived from a character who studies seriously, plays seriously, loves seriously and works hard.

He is forever young and is the epitome of what most of us hope to be.”

The first Navel store opened in 2007 on Dongsi Street. By the year 2008, it moved to Nanluogu Lane, after the Beijing Olympics, and began to attract a younger crowd.

Owing to their success, the Company opened up another shop Beijing’s trendy 798 art district. There, they began a new series of Navel clothing and iron toys that have recently become more popular among tourists.

Navel (Nanluogu Lane)

Address: No.53, Nanluogu Lane

Navel (798)

Address: Inside 798 Art District, No.4, Jiuxianqiao Road, Chaoyang District.