Based in Shanghai, Luuv Label is a Chinese indie event/records label aiming to promote communication between Chinese and other countries’ bands/artist. They started from The First East Asia Shoegaze Festival in Shanghai, China in 2013, in which seven indie bands from three different countries were invited. The second one has invited six indie bands including the fin.. They continually hold East Asia Shoegaze Festival almost every year in Shanghai and have finished the forth one in 2017. 
 
In recent years, Luuv Label has mainly focused on Japanese and Cinese indie bands. From 2016 to 2018, Luuv Label has conducted 6 China Tours for 7 Japanese indie bands and 4 Japan Tours for 4 Chinese indie bands, including mitsume, Tempalay, MONO NO AWARE, domico, Special Favorite Music, DATS, PAELLAS, The White Tulips, The Taupe, SNAPLINE, DREAM CAN, ect. Numbers of indie bands have been invited to perform as guest bands. They are endeavored to invited more  bands/artists to hold oversea tours.