Amid the bustling pre-holiday crowd at a Beijing Daoxiangcun store, Wang Xinyue held up an exquisitely designed gift box, her eyes drawn not just to the pastries inside, but to a small, gleaming object attached to the packaging.
"It's not just that the products are novel; this fridge magnet design captures the very soul of the Chinese New Year," said Wang, who was carefully selecting gifts for the Spring Festival.
The object of her affection was part of the newly launched "New Year's Beijing Eight Treasures" (he sui jing ba jian) gift set. The box itself is a visual feast, featuring dancing lions and festive lanterns that echo the intricate paper-cuttings of traditional window decorations. Inside, eight individually wrapped pastries bear motifs of distinct holiday wishes, representing a deep fusion of "dual intangible cultural heritages" — the folk customs of Spring Festival and the traditional craftsmanship of Beijing-style pastry making.
But the highlight remains the "Good Fortune with Food" fridge magnet included in the set. As Wang noted: "When the pastries are eaten, this little metal plaque remains. It extends the warmth of the festival from the tip of the tongue to daily life, keeping the festive spirit alive in the kitchen long after the holiday ends."
Wang is one of millions of Chinese consumers turning their attention to China's time-honored brands (laozihao) in the Year of the Horse. Her experience reflects a broader narrative: these venerable enterprises, once seen as keepers of dusty traditions, are orchestrating a vibrant comeback. By blending heritage with China chic (guochao) and digital innovation, they are proving that old masters can indeed learn — and teach — new tricks.
This resurgence is not merely a cultural phenomenon, but a significant economic driver backed by robust data. According to statistics released in November, China's 1,450 recognized Time-Honored Brands are thriving.
With an average history spanning 145 years — and over 60 percent being centenarians — these enterprises cover 32 industries across seven major economic sectors. They hold over 1,200 items of intangible cultural heritage, serving as custodians of the nation's commercial history.
The numbers speak to their renewed vitality: in 2024, these heritage brands generated total operating revenue exceeding 2 trillion yuan ($288 billion), with profits surpassing 350 billion yuan. Their global footprint is also expanding, with overseas revenue topping 50 billion yuan, showcasing their growing market value and brand resilience.
He Yongqian, a spokesperson for the Ministry of Commerce, emphasized that these brands are playing a crucial role in promoting consumption, upgrading industries and bolstering cultural confidence. The government is actively fostering a long-term mechanism for the protection and innovation of these brands, aiming to cultivate a batch of "Golden Namecards" — brands with international recognition that can connect the global market while satisfying the diverse, high-quality demands of domestic consumers.
However, experts argue that while government support and nostalgia open the door, only genuine value keeps the customer inside. Qu Xiaodong, an associate researcher at the Institute of Economics, Shaanxi Academy of Social Sciences, pointed out that in an era of fierce competition and consumption upgrades, relying solely on the "culture card" or "nostalgia card" is insufficient.
"The fundamental satisfaction of consumer needs lies in a product's use value," Qu said. "Innovation is critical. Old brands must align with the personalized, diverse demands of younger groups, blending cultural value with fashion while improving craftsmanship."
This sentiment is echoed by Liu Tao, deputy director of the Institute of Market Economy at the Development Research Center of the State Council. Liu noted that the deepening digital economy has enriched the connotation of "guochao". By accelerating changes in management philosophy and innovating business models, brands in food, apparel, and daily necessities are becoming important engines for consumption innovation.
For Beijing Daoxiangcun, one of the capital's most iconic pastry makers, this philosophy translates into a strategy of depth rather than superficial decoration. Shi Yan, deputy general manager of the company, explained: "We believe that revitalizing a time-honored brand isn't about simply stacking trendy symbols. It requires a continuous self-renewal of the brand, excavating our own representative symbols and extending them into new forms."
To meet surging demand, the bakery has rolled out a comprehensive lineup for the holiday season, comprising six distinct pastry gift boxes and three cooked food gift sets. The collection balances innovation with tradition, featuring the ingeniously designed "Ode to Blessings in the Capital" (Jingcheng Songfu) alongside the enduring classic "Pastry Box" (Bobo Xiazi), ensuring there is something for both modern tastes and traditionalists.
This approach is further illustrated in their preparations for the Bingwu Year of the Horse (2026), a major Chinese zodiac year. The bakery has launched a "Galloping Fortune" series that marries culinary craft with art. Offerings include the "Lucky Pony" mousse cake and a whimsical "Money on the Horse" mobile phone chain — a pun on the phrase "immediately wealthy".
In a high-profile collaboration, the brand teamed up with renowned artist Han Meilin to launch the Da Da Cake. Named after the rhythmic sound of galloping hooves, the pastry incorporates kale and water chestnuts (ma ti) for a fresh, modern flavor profile that appeals to health-conscious consumers.
Since 2025, national policies have focused on high-quality services to boost consumption and expand domestic demand. Under this guidance, Time-Honored Brands are actively integrating into the new consumption landscape. Beyond the bakery counters, the restaurant industry is undergoing a similar metamorphosis, with China Quanjude Group serving as a prime example. Famous worldwide for its roast duck, the culinary giant is aggressively pivoting to capture the "emotional value" sought by Generation Z consumers.
Facing deep changes in the catering industry — where consumption is stratifying and competition is intensifying — Quanjude is using the 2026 Chinese New Year season to tell "new stories".
The group has launched over 30 new products for its New Year festival, with half being brand-new creations. Moving beyond traditional dine-in experiences, they are pushing a "Catering + Food" dual-drive strategy, offering premium home banquet kits that allow customers to replicate a master-chef dinner at home.
These kits feature dishes from their portfolio of brands, including Sichuan Fandian, ensuring that the grand banquet experience is accessible at the family dining table.
But the real surprise lies in their playful approach to snacks, designed to bridge the gap with younger demographics. The "Good Luck Fortune Stick" biscuits combine snacking with the popular trend of drawing lots for luck, adding an element of surprise to every bite.
Meanwhile, the "Grab Wealth Bag" features a plush ingot-shaped design that doubles as a fashionable crossbody bag — a perfect example of a product that is both tasty and "Instagrammable", satisfying the desire for products that are fun and express a lifestyle attitude.
Reflecting on this transformation, Zhou Yanlong, general manager of China Quanjude Group, highlighted that the key to brand rejuvenation is to innovate the form of expression while strictly safeguarding the inheritance of original skills. He explained that over the past five years, the group has explored new scenarios, products, channels, and content.
"We are building a systematic strategy to ensure that this time-honored brand resonates with the vitality of the new era," Zhou said. In this Chinese New Year, these historic brands are proving that by embracing change while honoring their roots, they are not merely surviving history — they are writing its next chapter, he added.