Every wig has a story behind it. Wang has often been touched by these stories and has sought to do more for his clients. He offers free wig care services, discounts, and even jobs.

He once employed a female cancer patient in her 20s, who had no money to continue her treatment. She was tasked with cleaning wigs and advising clients, as she was able to offer a sympathetic perspective as a fellow patient.

However, Wang Feng suffered a big blow last year due to the COVID-19 pandemic. Some suggested a transition from brick-and-mortar to online sales, but he is unfazed by the competition from the internet.

"Wigs and hats are different. No matter how good a wig looks on the model, you have to try it on yourself. It also requires the hairdresser to trim the wig based on the shape of your head and face," Wang Feng says.

He believes professional styling services on wigs can provide cancer patients with a temporary distraction from their worries.

"For cancer patients, these wigs cannot offer a cure. Yet when they put on their wigs, they feel empowered, happy and dignified. This is the power of wigs," he declares.