Jiuruzhai
Time-Honored BrandJiuruzhai · Hunan · Founded
Jiuruzhai, a century-old pastry brand from Changsha, Hunan, is renowned for its traditional craftsmanship and distinctive flavors. Carrying the culinary memory of Hunan culture, it has been delighting locals and visitors alike with its time-honored recipes.
Brand Story
Founded in the late Qing Dynasty and early Republic of China, Jiuruzhai's origins trace back to a small pastry shop in Changsha during the Guangxu reign (1875-1908). The founder, whose name remains unverified, started by making traditional Hunan-style pastries, gaining recognition through exquisite skill and honest business practices. During the Republic era (1912-1949), Jiuruzhai reached its peak, with products like Dengxin Cake (lamp wick cake) and Maxiang Cake (sesame cake) becoming popular gifts for festivals. The name 'Jiuruzhai' derives from the Book of Songs, symbolizing good fortune and auspiciousness. Despite a century of changes, Jiuruzhai has adhered to handmade production and traditional recipes, making its pastries not only a treat for the palate but also a carrier of Hunan culture, witnessing the city's evolution and dietary customs.
“[待核]”
Signature Products
As thin as a lamp wick, white and soft, sweet but not cloying, melting in the mouth. A classic of Jiuruzhai.
Rich sesame aroma, crispy texture, balanced sweet and salty, beloved by old Changsha locals.
Crispy exterior, savory filling with a unique pepper-salt flavor, perfect with tea.
Stores & Addresses
Located in: Hunan（湖南）
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Cultural Note
Jiuruzhai upholds traditional handcraft techniques, emphasizing meticulous ingredient selection and precise heat control, preserving the essence of Hunan pastry-making. The brand values the natural flavors of ingredients, avoiding excessive artificial additives, reflecting the simplicity and practicality of Hunan culinary culture. Moreover, Jiuruzhai's pastries are closely tied to local customs, such as New Year cakes during Spring Festival and mooncakes at Mid-Autumn, serving as indispensable festive foods that carry deep local sentiment.
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Frequently Asked Questions
What is a "China Time-Honored Brand" (中华老字号)?
A China Time-Honored Brand is a designation by China’s Ministry of Commerce for brands with a long history that inherit products, craftsmanship or services across generations and have operated continuously to the present.
When was Jiuruzhai founded?
Jiuruzhai was founded in null, originating in Hunan, Hunan, primarily in the Food & Beverage field.
What is the signature product of Jiuruzhai?
Its signature product is Dengxin Cake (Lamp Wick Cake). See the "Signature / Buy Online" section on this page for more products and shopping links.
Where can I find the official list of China Time-Honored Brands?
You can log into the MOFCOM "China Time-Honored Brand Information Management System", or browse this site’s brand directory — we have profiled 1,451 time-honored brands.
Sources / References
Brand fundamentals (founding year, heritage level, recognition batch) follow official sources such as the MOFCOM time-honored brand list. Story and encyclopedia: