In the historic Dabaodao Cultural and Leisure Block in Qingdao, Yingjilou, a pastry shop founded in 1906, has reopened, reviving Qingdao's culinary memories with its iconic 68-layer duck-tail pastry. It is one of around 20 longstanding local brands, along with Gao's Tanghulu and Yuzhu Huabobo, that have gathered along Jimo Road, now rebranded as "Baodao Food Street".

Meanwhile, the historical Zhongshan Road in Qingdao hosts nine established names like Chunhelou Restaurant and Haibin Foods, with more set to join. These brands are increasingly appealing to younger consumers: Douyin data shows Gen Z buyers are the fastest-growing demographic.

To engage this new audience, brands like Ruifuxiang have transformed their stores into immersive spaces offering traditional attire, cultural displays, and even specialty coffee. "Blending tradition with modern experience is key," says Meng Qinggang, owner of Ruifuxiang.

Qingdao currently boasts 23 nationally recognized and 21 provincially recognized time-honored brands, plus 79 at the municipal level. The city's national and provincial time-honored brands generated 87.81 billion yuan ($12.34 billion) in total revenue during 2024, representing 32.77 percent of Shandong's total revenue in this category and securing the top position in the province. These outstanding results reflect the strong innovative vitality driving Qingdao's heritage brands.

Shen Jianji, rotating president of the city's time-honored brand association, emphasizes the integration of "culture, scenes, and policy" for sustainable growth. During recent cultural events, local brands like Chunhelou curated banquets that impressed national guests, gaining new visibility.

Through festivals, food streets, and crossover collaborations, Qingdao's historic brands are evolving from nostalgic symbols into dynamic drivers of culture and commerce — transforming old neighborhoods into vibrant destinations where heritage meets the future.

Shunxinglou Restaurant, a renowned century-old restaurant, begins its trial run on Zhongshan Road in Qingdao's old town. [Photo by Xing Zhifeng/Guanhai News]