Longsheng
Time-Honored BrandLongsheng · Shandong · Founded
A time-honored brand from Shandong, Longsheng preserves local flavors through traditional pastry craftsmanship, with a history dating back to the mid-Qing Dynasty.
Brand Story
Longsheng, originating from Shandong, symbolizes prosperity and flourishing. Although the exact founding year is not officially verified, local chronicles and oral tradition trace its pastry-making techniques to the mid-Qing Dynasty (around the 1800s). It is said that founder Li Longsheng opened a small workshop in Jinan Prefecture, renowned for handmade flaky mooncakes and honey-glazed pastries. His son inherited the business, refined the recipes, and incorporated local ingredients like sesame and honey, creating a distinctive style of 'crispy, fragrant, and sweet.' By the late Qing and early Republic period (1900-1920), Longsheng pastries became popular gifts for festivals, sold widely in neighboring counties. After the public-private partnership in 1956, the craft was merged into a local food factory, and the brand fell into obscurity. Following the reform and opening-up, descendants revived the traditional craft and registered the 'Longsheng' trademark. Culturally, Longsheng embodies the culinary memory of Shandong, with techniques like 'resting the dough' and 'wrapping the pastry' showcasing the craftsmanship of northern Chinese pastries. Today, Longsheng still insists on handmade production, preserving ancient methods, and has become a representative of Shandong's flavors.
Signature Products
Layers of flaky pastry encase five-nut or red date paste fillings, melting in the mouth with a sweet but not cloying taste. (30-60 RMB/box)
Glossy with honey, soft and chewy, with a rich maltose aroma; a traditional sweet treat. (20-40 RMB/jin)
Made from sesame and sugar, crispy and sweet with a lingering aftertaste. (15-30 RMB/bag)
Stores & Addresses
Located in: Shandong（山东）
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Cultural Note
Longsheng's pastry craft is primarily handmade, emphasizing the 'three rests and three rollings' method for flaky pastry, using local wheat flour, sesame, and honey. Its cultural value lies in preserving the original form of Shandong-style pastries and reflecting folk festival customs, such as being essential for Mid-Autumn Festival and Chinese New Year. The craft is passed down through master-apprentice oral instruction and has been listed as a municipal intangible cultural heritage (pending verification).
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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 Longsheng founded?
Longsheng was founded in null, originating in Shandong, Shandong, primarily in the Food & Beverage field.
What is the signature product of Longsheng?
Its signature product is Flaky Mooncakes. 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: