The "Changnan" brand originated from Jingdezhen, the millennium porcelain capital. Jingdezhen, formerly known as "Changnan Town" in ancient times, is called "Changnan" because it is located south of the Changjiang River.

According to the "Fuliang County Annals", in the second year of Tang Wude (619 AD), ceramic craftsman Tao Yu presented the shadow celadon produced in Changnan Town to the court. Yingqing has earned the nickname of "fake jade" due to its characteristics of "thin and firm body, lustrous glaze, crystal clear body, and beauty like carved jade". Afterwards, there was a saying that "Changnan porcelain is famous throughout the world", which is the origin of the Chinese time-honored brand "Changnan".

In the first year of Jingde in the Northern Song Dynasty (1004 AD), due to Emperor Zhenzong's love for the blue and white porcelain of Changnan Town, it also drove the fashion trend of the court, owning Jingdezhen porcelain became a symbol of nobility and elegance. The market has seen the emergence of porcelain with the hype of the "Jingde Nian Zhi" base, and Jingdezhen has gradually become the new name of Changnan Town, marking the beginning of a thousand year history of official kilns.

Kublai Khan, the founder of the Yuan Dynasty (1278 AD), established the "Floating Beam Porcelain Bureau" in Jingdezhen, specializing in the production of porcelain for the royal family. The Yuan blue and white porcelain supervised by the Floating Beam Magnetic Bureau became a famous treasure, thus opening the glorious 600 year history of imperial kilns in Jingdezhen. The high-quality blue and white porcelain produced in Jingdezhen has been deeply loved by emperors throughout history.

In the 18th century, Jingdezhen porcelain was popular in nine regions, as well as in foreign countries. European royal families and social celebrities revered Jingdezhen porcelain, calling it "white gold". King Augustus II of Poland exchanged 151 pieces of Jingdezhen porcelain with Wilhelm I for 600 cavalrymen, which is a testament to its value.

In 1949, the "Porcelain Department of Fuliang Special Zone Trading Company" was established and renamed as "China Native Products Company Jiangxi Province Company Jingdezhen Porcelain Company" (now the predecessor of "Jingdezhen Changnan Culture Co., Ltd.") the following year, to develop and promote the "Changnan" brand.

In 2023, the "Changnan" brand under Jingdezhen Changnan Culture Co., Ltd. was awarded the "Chinese Time honored Brand" golden signboard.