Quanzhou’s time-honored brands are rich in local heritage, renowned for craftsmanship, and celebrated globally. The establishment of the Quanzhou Time-Honored Brands Association highlights the city’s commitment to preserving cultural heritage while embracing innovation. Through protection and development, these brands not only maintain cultural legacy but also energize the local economy. We interviewed Mr. You Wenhui, President of the Quanzhou Time-Honored Brands Association, for insights.

　　Mr. You Wenhui, President of the Quanzhou Time-Honored Brands Association

　　Innovation in Tradition: Sustainable Growth in Action

　　“Sweeten the year for peace” is a common saying during Lunar New Year in southern Fujian. Traditionally, Quanzhou locals would visit "Yuanhetang" to purchase candied fruits as festive gifts. This beloved treat reflects deep-rooted customs and cherished memories.

　　Founded in 1916 by the Zhuang brothers, Yuanhetang Candied Fruit Factory became a cultural emblem. In 2008, driven by a passion for preserving heritage, Mr. You Wenhui revitalized the brand. Inspired by traditional principles emphasizing quality, honesty, and craftsmanship, he modernized packaging, flavors, and marketing channels to attract younger consumers while preserving authenticity.

Yuanhetang gift boxes, a popular Quanzhou souvenir.

　　Collective Growth Through Association

　　Quanzhou’s time-honored brands span industries like food, tea, medicine, wine, incense, and ceramics. These brands, shaped by generations of craftsmanship, symbolize cultural heritage and reinforce Quanzhou’s identity as an iconic historical and cultural city.

　　As a well-known local brand, Yuanhetang continually modernized operations under Mr. You’s leadership, earning him the presidency of the Quanzhou Time-Honored Brands Association in 2017. Today, the association includes 128 members, with 101 recognized as “Quanzhou Time-Honored Brands,” six as “China Time-Honored Brands,” and 19 as “Fujian Time-Honored Brands.” The association plays a crucial role in resource integration, brand evaluation, and mutual growth.

Association members actively participate in expos and food festivals.

　　Standardization and Preservation Efforts

　　Time-honored brands are essential cultural assets. To ensure better preservation, Quanzhou’s Business Bureau collaborates with related departments to conduct research, including legal protection under the city’s Cultural Heritage Preservation Regulations. The association has also established an “Expert Think Tank” comprising cultural figures, scholars, and industry experts to explore digital development, consumer trends, and market expansion.

　　The association participates in the 2024 Fujian Cultural & Tourism Development Conference.

　　Mr. You emphasizes the need for industry standards to ensure authenticity, highlighting Quanzhou’s distinct flavors. He also advocates creating a dedicated street showcasing local specialties and promoting Quanzhou’s heritage globally.

　　Establishing an expert advisory team and the Quanzhou Time-Honored Brands Strategic Research Institute.

　　Collaboration remains vital, requiring joint efforts from government, associations, and businesses. By embracing tradition and innovation, Quanzhou’s time-honored brands continue to thrive, enriching the cultural and economic landscape.

　　Annual meetings and networking events strengthen industry ties.