Lequ
Time-Honored BrandLequ · Shanghai · Founded
Lequ, a time-honored Shanghai brand, is renowned for blending traditional craftsmanship with the vibrant Haipai culture. Its name embodies the philosophy of 'joy in every moment, savoring life with delight.' Though its exact founding year remains unverified, Lequ has been a cherished part of Shanghai's culinary and cultural heritage since the early 20th century.
Brand Story
Lequ, a quintessential Shanghai brand, traces its roots to the late Qing Dynasty and early Republic era, when Shanghai's opening as a port fostered a unique blend of Chinese and Western cultures, giving rise to the distinctive Haipai commercial culture. The brand's name, meaning 'joy in every moment, savoring life with delight,' reflects the Shanghainese pursuit of refined living. Although no exact founding year is documented, local chronicles and old Shanghai business records indicate that Lequ was already active in the early 20th century, earning a reputation for its handcrafted skills and honest business practices. Through wars and social upheavals, Lequ has steadfastly maintained its quality, infusing its products with Jiangnan folk customs and urban fashion, becoming a nostalgic symbol for generations of Shanghainese. Culturally, Lequ bears witness to Shanghai's transformation from a traditional trading port to a modern metropolis, embodying the inclusive and innovative spirit of Haipai culture.
“Joy in every moment, savor life with delight.”
Signature Products
Blending Jiangnan flavors with Haipai dessert techniques, these pastries are delicate in texture and packaged with a nostalgic charm. (20-60 RMB/box)
Inspired by old Shanghai elements, these gifts are both practical and collectible. (50-150 RMB/piece)
Stores & Addresses
Located in: Shanghai（上海）
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Cultural Note
Lequ's craftsmanship inherits the art of Jiangnan pastry-making and Haipai design aesthetics, emphasizing handcrafted precision and local cultural symbols. Its techniques highlight the natural flavors of ingredients and elegant presentation, reflecting the Shanghainese aesthetic of daily life. The brand culture merges Wu-Yue traditions with urban fashion, epitomizing Haipai commercial culture.
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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 Lequ founded?
Lequ was founded in null, originating in Shanghai, Shanghai, primarily in the Other field.
What is the signature product of Lequ?
Its signature product is Lequ Handcrafted Pastries. 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: