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Appreciating unique intangible cultural heritage skills, savoring delicious delicacies with distinctive flavors, experiencing the innovative beauty of the fusion of tradition and modernity... At the 7th China International Import Expo, Chinese time-honored brands from all corners of the country gathered here, telling the stories of traditional culture in a gentle manner. These rich and long-standing Chinese cultures and skills, like shining stars, illuminated the Expo exceptionally brightly.

Taste the unique memories on the central axis of the capital

Tasting central axis cuisine, taking photos and collecting stamps, appreciating non-heritage craft masterpieces... At the 7th CIIE, the Beijing Time-honored Brands展区, which made a group appearance, became one of the most bustling areas in the cultural exchange section.

On the occasion of the successful application for World Heritage status for the Central Axis, this exhibition area focuses on showcasing the old brands along the Central Axis. Over a hundred products from various brand enterprises, including old brand companies and direct sales from Beijing enterprises, are on display, highlighting innovative specialty products and intangible cultural heritage skills.

"I've always heard that the Shumai at Duyichu in Beijing is top-notch. This time, when I learned about a skill demonstration, I rushed over to see it, and it truly is exquisite!" exclaimed Ms. Li from Hunan and her friend after witnessing the intricate process of making Shumai by a non-genetic inheritor at Duyichu.

The skin pressed with a rolling pin forms a flower-like fold, representing the 24 solar terms of China. The shaped shaomai has a unique appearance, with the top open to reveal the filling, not dry, like a flower bud ready to bloom... At the Duyichu exhibition area, the inheritors of intangible cultural heritage showcased their highly artistic skills, drawing frequent exclamations from the onlookers. The rich aroma caused a long line to form among those waiting to taste.

Red Luo's on-site roasted chestnuts and fresh-cut hawthorn cakes are sold, and the Beijing Old Brand Exhibition Area is not only filled with aromatic delicacies but also various exciting activities. In addition to tea art performances and tea tasting invitations, Wu Yutai also held interactive activities such as "holding a enamel cup, experiencing Beijing culture" and stamp collecting; Yidege had on-site calligraphy demonstrations and printing experiences; located on the central axis, Dabei Photography, in this CIIE, specially set up portrait product experience services, and customers who successfully checked in could get the opportunity for an on-the-spot experience shoot; Hongdu, in collaboration with Dabei, allowed visitors to carefully select a set of magnificent traditional costumes for a photo check-in, experiencing the beauty of the fusion of traditional culture and fashion.

At the Quanjude booth, the "Central Axis Food Ceremony" custom pastry gift box, combining unique flavors with cultural and creative masterpieces, attracts people to stop and admire. Inside the gift box, the "Ancient Book Bamboo Slips" incorporate the symmetrical harmony of the Central Axis, with Yongding Gate at the beginning and Bell Tower at the end, bringing the architectural composition of the Central Axis to life.

Beijing Daoxiangcun presents pastries shaped like ancient buildings along the Central Axis; Bianyifang showcases the Yanjing Eight Sights snack gift box in the colors of the Yanjing Eight Sights; innovative products such as the Erba sauce yogurt smoothie from Liu Bi Ju and Longmen apple cider vinegar honey water make their debut... The feast of Beijing-style cuisine delights the taste buds of visitors.

In addition to delicious food, you can also see various new products and "best-sellers."

At the Zhang Yiyuan exhibition area, its representative product "Dragon Hairs" jasmine tea won three special gold awards within a year of its launch and has now achieved annual sales of over 100 million yuan for consecutive years. Yili introduced newly developed products such as James Neil cookies and plum licorice candy; Beibingyang showcased classic and new juice sodas; Baitasi Pharmacy combined traditional Chinese medicine culture with modern consumer preferences, offering cultural and creative products like the gold and silver cloud pattern bronze rhinoceros statue, panda sachets, and medicinal plum blossom puzzle fridge magnets, as well as packaged tea drinks like the Roselle and Plum Drink; the time-honored Changchuntang's new oriental wellness tea sub-brand "Drinking with the Seasons" also presented a collection of twenty-four solar term teas, conveying the essence of combining solar terms with health.

Exquisite handicrafts also draw people to stop and admire. At the Beijing Cloisonne Factory exhibition area, cloisonne crafts such as the "Brocade Like a Painting Vase" attracted many onlookers and photo-takers. The Yuxun brand under the Gongmei Group combines intangible cultural heritage techniques with daily life, creating "Chinese Gifts" ranging from home goods to fashion accessories, from the Central Axis series of cultural and creative products to uniquely crafted painted cloisonne. Maolong, on the other hand, blends traditional craftsmanship with modern design, with ancient-style solid gold enamel jewelry drawing the attention of many female visitors.

At the Caibai Shares exhibition area, the "Sea Vows and Golden Oaths" and "Art Shines" series of precious metal cultural and creative products developed in collaboration with Beijing cultural landmarks such as Beihai Park and the National Center for the Performing Arts, as well as the Capital Museum's series of products along the central axis, exude a strong Beijing flavor.

Through the platform of the CIIE, Beijing's time-honored brands have also expanded their "circle of friends." During the CIIE, UOB China also signed a business cooperation intent with Beijing Caishikou Department Store Co., Ltd. (Caibai Shares).

"We are very pleased to sign a contract with Beijing's time-honored brand Caibai Jewelry through the CIIE platform, providing high-quality financial support for the development of benchmark enterprises in the consumer retail industry," said Xin Tao, Acting Head of Wholesale Banking, Head of Corporate Banking, and Branch Manager of Beijing Branch at UOB China. He added that both parties will use this cooperation as an opportunity to engage in comprehensive collaboration, with UOB also offering a package of financial solutions tailored to Caibai Jewelry's industry characteristics and development needs, to support the high-quality development of China's time-honored brands.

As a "full-attendee" of the CIIE for seven consecutive years, UOB China has achieved multiple collaborations through the CIIE. Mr. Miao Zhan, President and CEO of UOB China, stated, "Since the first CIIE, the CIIE has become an important platform for our bank to showcase and exchange opportunities in the China-ASEAN business arena with various parties. On the occasion of the anniversary of UOB China's deep local business operations, we will also leverage our strengths to further support enterprises' 'going out' and 'bringing in', helping them connect with the most developed trade networks in ASEAN, and strive to become the preferred bank for enterprises expanding business opportunities in ASEAN."

Jiangsu time-honored brands polish their business cards for intangible cultural heritage innovation

Strolling through the Jiangsu Cultural Exchange Pavilion, it feels like stepping into a time tunnel where traditional culture blends seamlessly with modern technology. The melodious tunes of Kunqu Opera reach the ears, and as one crosses the oversized semicircular screen and mirrored floor that form the classical garden's "moon gate," the ink-colored waterside town unfolds like a scroll before the eyes, reflecting the poetic and romantic charm of Jiangsu's old brands.

Within the Jiangsu Cultural Exchange Exhibition Area, not only can one witness intangible cultural heritage inheritors demonstrating the performance of the konghou, the art of Biluochun tea, and the making of jianpu, but also directly experience the innovative expressions that digital and holographic imaging technologies bring to traditional beauty.

"This CIIE, we are showcasing together with our time-honored brands and tech companies, hoping to better present Jiangsu's traditional culture and cutting-edge tech products to the world under the theme of 'The Beauty of Jiangsu, as Refined as Rivers and Landscapes,'" said a spokesperson for the Jiangsu Cultural Exchange Exhibition Area.

In the Jiangsu Cultural Exchange Exhibition Area, the most eye-catching exhibits are undoubtedly the exquisite intangible cultural heritage masterpieces showcased by the Nanjing Yunjin Research Institute.

This Nanjing Yunjin heritage anniversary commemorative piece, the "Dragon and Phoenix Presenting Auspiciousness Horse Face Skirt," has boldly innovated through technology on the foundation of inheriting intangible cultural heritage techniques. We used Yunjin software for design, significantly shortening the process time and reducing labor costs. Additionally, we incorporated modern fiber materials into the original silk and gold thread materials of Yunjin, enhancing the overall drape, making it easier to care for, and more suitable for modern daily wear, according to He Guanyi, head of the brand center at the Nanjing Yunjin Research Institute.

The reporter observed that on the front panel of the "Dragon and Phoenix Auspicious Horse Face Skirt," a five-clawed golden dragon coils around a rock, its gaze piercing and imposing; when the skirt is spread out, phoenixes on both sides dance gracefully towards the dragon, vividly showcasing the perfect fusion of intangible cultural heritage and technology.

"We hope that through upholding traditional principles while embracing innovation, intangible cultural heritage such as Yunjin brocade will no longer be mere museum exhibits, but rather cultural calling cards that can be worn on the body," said He Guanyi.

The center also features exhibits from the YUNJIN Museum's "Yunjin National Treasures Series," including the artworks "Dragon's Roar Bestowing Auspiciousness" and "Prosperity for Ten Thousand Generations," both of which are reimagined designs extracted from the patterns of historical dragon robes.

He Guan Yi introduced that this is the post-designer of the museum, who, after deeply understanding the connotations behind the patterns, reinterpreted traditional patterns, making the Yunjin art both traditional aesthetics and modern aesthetics.

This "Dragon Roars to Bless" is woven with special peacock feather thread, showcasing the three-dimensional, colorful, and gem-like radiant characteristics of peacock feather thread; "Eternal Prosperity" is woven with the unique gold thread of Yunjin, truly a golden dragon of Yunjin. Notably, it is also the legendary version of "Golden Python Brings Wealth" collected by the First Lady of France during the China Nanjing Week in Paris this year, carrying profound significance. He Guanghui said, "We hope to spread the excellent traditional Chinese culture through the international platform of the CIIE."

As the first research institution for arts and crafts approved by New China, the Nanjing Yunjin Research Institute was established in the year. In the year, Yunjin was included in the first batch of national intangible cultural heritage. In the year, the Nanjing Yunjin wooden loom and hand-woven brocade craftsmanship successfully applied for the UNESCO List of Intangible Cultural Heritage of Humanity.

"Jixiang" is a renowned brand of Nanjing Yunjin Research Institute, which is the authentic inheritor of the Yunjin cultural heritage, and also the only Chinese time-honored brand in the Yunjin industry. "Yuanxian" is a high-end decorative art brand under the Nanjing Yunjin Research Institute, representing an innovative brand that integrates modern design concepts and the application of art in daily life.

Guangdong's time-honored brands expand their international "friend circles."

Enjoying Chenpi tea, appreciating state banquet porcelain, playing the game of throwing arrows into a pot for a prize, experiencing intangible cultural heritage skills... Inside the Guangdong Cultural Exchange Pavilion, time-honored brands with traditional Lingnan cultural characteristics have gathered. Under the theme of "Cantonese Charm and Craftsmanship," the pavilion fully showcases the profound historical and cultural heritage of Guangdong's time-honored brands in the four areas of "cultural arts, medicine and health, craft tools, and traditional cuisine."

In the list of the third batch of "Chinese Time-honored Brands" announced by the Ministry of Commerce this year, a total of XX brands from Guangdong were newly selected. As of now, the Ministry of Commerce has recognized a total of XX "Chinese Time-honored Brands" in Guangdong Province. At this year's CIIE, XX time-honored brands from XX cities in Guangdong, including Guangzhou, Shenzhen, Foshan, and Jiangmen, were showcased collectively. Among them were well-known brands such as Baiyunshan Chen Liji, Eagle Brand, and Huangshang Huang. Notably, brands like Pearl River Piano, Chaozhou Mingrui Wedding Gowns, Xinbaotang, and Zhenmei Food made their debut as Chinese Time-honored Brands for the first time.

In front of the Xinbaotang booth, several international friends were savoring the aged tangerine peel tea. "The Xinhui aged tangerine peel tea truly lives up to its reputation; it feels incredibly soothing on the throat!" exclaimed an exhibitor to his companion. At the Shengmaotai booth, a tea artist meticulously introduced the characteristics of different teas. This tea brand, founded in Guangzhou, has a history spanning years.

At the Eagle Money booth, the fermented soybean and mackerel fish, which evoke countless memories, have become a "hot item" for many people to check in and purchase. Zhang Li, Deputy General Manager of the International Trade Department of Guangzhou Eagle Money Food Group, stated that the international influence of Chinese brands is continuously increasing. As a time-honored Chinese brand, Eagle Money is accelerating its digital transformation and youth-oriented process, focusing on emerging overseas demands and consumption trends, and developing new products to meet market needs.

"In recent years, we have continuously conducted product research and development, launching new products tailored to the needs of consumers in different markets, while integrating modern promotional methods to continuously expand the market. Today, Eagle Money has successfully brought the good taste of China to overseas markets, and our market share has also achieved significant growth," said Zhang Li.

At the Foshan Lighting booth, staff are demonstrating and introducing, "This editable rear light meets consumers' emotional expression and intelligent interaction needs, and is very popular. Relying on leading full-scene lighting technology, we provide vehicle lights for IM Motors that can display visual effects such as a dog blinking and making a heart gesture."

Founded in year, Foshan Lighting has become a leading enterprise in the domestic lighting industry and was recognized as a "Chinese Time-Honored Brand" this year. According to the relevant person in charge of the booth, since the beginning of this year, Foshan Lighting has actively seized opportunities such as the joint construction of the "Belt and Road" initiative, successfully developing customers in countries including Ecuador, Vietnam, Jamaica, Mongolia, and Albania. Currently, the company's products are exported to over a hundred countries and regions around the world.

The Department of Commerce of Guangdong Province stated that in the wave of globalization, Guangdong's time-honored brands, through the CIIE, an international stage, showcase their unique cultural charm and innovative vitality to the world, narrating Chinese stories and spreading Chinese voices, allowing international consumers to not only experience the traditional essence of Guangdong brands but also appreciate their innovative modern expressions.

Text/Liu Xuying

Editor/Yan Mi, Wang Xuguang

Review/Time

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