From traditional pastries to specialty foods and from century-old pharmacies to new experiential stores, Changchun is injecting new vitality into time-honored enterprises through policy support, cultural empowerment, and market innovation, transforming old brands into new engines for consumption. With joint efforts from the government and enterprises, a number of time-honored brands carrying the memory of the city are embracing innovation while staying true to their roots, writing a new chapter for the new era.

At Bazhenwang's store, warm wooden tones create a cozy atmosphere. Staff in yellow uniforms efficiently prepare food behind the counter, where a variety of meats and braised delicacies are neatly arranged, releasing mouthwatering aromas that draw eager customers. "Time-honored brands are synonymous with high quality. Every product from Bazhenwang is made with care, from ingredient selection to the cooking process. My whole family, young and old, loves them," said Sun Yeli, a local resident, smiling as he carried a bag full of cooked food.

 

Li Jialiang, Group Director of Jilin Bazhenwang Food Co., Ltd., noted that time-honored brands embody traditional flavors etched in the memories of consumers, and it's the company's mission to carry on such flavors.

 

If Bazhenwang's perseverance is a testament to craftsmanship, then Zhongzhijie's exploration is a practice of innovation.

At Zhongzhijie's store, light wood tones blend harmoniously with dark brown decorative accents and round pendant lights. The glass display cases near the counter showcase neatly arranged pastries, including stone-baked buns, plum blossom cakes, egg tarts, and cheese crisps. The scent of butter and caramel wafts through the air, delighting the senses. "I'm a huge fan of Zhongzhijie's pastries. There's always something new to try. This time, I bought their newly launched butter rice cake. It's soft, glutinous, and sweet when warm and chewy when cold," said Ma Yimeng, a citizen.

 

Li Yingnan, Vice President of Changchun Zhongzhijie Food Co., Ltd., shared that the company has recently applied for inclusion in the second batch of time-honored brands in Changchun. Obtaining this designation will help enhance consumer recognition of the brand's historical and cultural value and enhance market trust. The company will strengthen R&D, develop a range of health-conscious products, introduce intelligent production lines and robotic automation equipment to reduce costs, and explore a new model that integrates industrial tourism with culinary experience. The company also plans to create a "Food Industry Museum" and a "Taste of Jilin" themed workshop.

 

These are just glimpses of how Changchun's time-honored enterprises are actively renewing themselves and boldly expanding into new consumer markets. The city has long prioritized the revitalization of time-honored enterprises and implemented effective strategies to promote their innovation. Recently, the Changchun Municipal Bureau of Commerce officially launched the second round of applications for time-honored brand recognition. By identifying brands with deep historical roots, unique craftsmanship, and strong public recognition, the city aims to amplify their model role in business circulation, consumption promotion, and cultural heritage.

 

Upholding tradition while embracing innovation to strengthen inheritance-driven development, this year, the Changchun Municipal Bureau of Commerce will continue to foster emerging brands and empower time-honored ones by improving the brand incubation system. Throughout the year, a series of "1+3+N" initiatives for the innovative development of time-honored brands will be carried out. With the theme "Timeless Appeal of Trendy Chinese Products", these initiatives aim to closely integrate time-honored brand products and services with various consumption-boosting events, continuously cultivate emerging brands, and expand the supply of high-quality goods. Centered around N distinctive sections, including time-honored marketplaces, dedicated zones, product debuts, brand preservation, revitalization, and public benefit, the city will promote the innovative development of time-honored enterprises while steadily expanding their presence. These distinctive sections will follow the principle of "government-guided and market-oriented" development. Time-honored enterprises will be invited to take the lead in each section, while policy and commercial resources will be fully coordinated to provide comprehensive support and guarantees for these initiatives. Under the approach of "government as the enabler, enterprises as the performers, and culture as the catalyst", each section will be launched as soon as it is ready.

 

A relevant official from the Changchun Municipal Bureau of Commerce emphasized that the revival of time-honored enterprises requires a two-pronged approach, which means preserving traditional flavors and craftsmanship while embracing new consumption trends and markets. The Bureau will be committed to building platforms for leading innovators to explore global markets to ensure that Changchun's time-honored brands serve not only as carriers of city memory, but also as new engines for employment and consumption growth.