Xianheng
Time-Honored BrandXianheng · Zhejiang · Founded 1894
Xianheng, a century-old time-honored brand from Shaoxing, Zhejiang, is renowned for its Huangjiu (yellow wine) and fennel beans. It carries the cultural memory of Lu Xun's literary works and has become a symbol of Jiangnan's culinary heritage.
Brand Story
Founded in 1894 during the Guangxu reign of the Qing Dynasty, Xianheng was established by Zhou Zhongxiang, a cousin of the famed writer Lu Xun, at Duchangfang in Shaoxing. The name, derived from the I Ching's Kun hexagram, means 'all things prosper.' Initially a tavern selling wine, soy sauce, and fermented bean curd, it closed after a few years due to poor management. In 1981, to commemorate the centenary of Lu Xun's birth, the Shaoxing government rebuilt Xianheng Hotel near the original site, reviving its traditional flavors. Lu Xun's short story 'Kong Yiji' made Xianheng famous nationwide, turning it into a cultural landmark. Today, Xianheng has evolved into a brand encompassing dining and food processing, with its Huangjiu and fennel beans beloved by many, preserving the culinary culture of the Jiangnan water towns.
“Taste Xianheng, Remember Lu Xun”
Signature Products
Xianheng's signature Huangjiu, brewed with glutinous rice and water from Jianhu Lake. Rich in flavor and aroma. (50-200 RMB per bottle)
A traditional Shaoxing snack made from broad beans simmered with fennel, cinnamon, and other spices. Savory and flavorful with a lingering aftertaste. (10-30 RMB per bag)
Locally sourced chicken marinated in Huangjiu, offering a fragrant wine aroma and tender meat. (30-60 RMB per serving)
Stores & Addresses
Located in: Zhejiang（浙江）
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Cultural Note
Xianheng's brewing techniques follow ancient methods, with Huangjiu crafted through soaking rice, steaming, fermenting, and pressing over several years. Its culinary culture blends Shaoxing folk customs with literati elegance, and the Xianheng Hotel in Lu Xun's works epitomizes old Jiangnan taverns. The brand emphasizes cultural heritage, hosting annual Huangjiu festivals to promote Shaoxing's wine culture.
Related Brands
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 Xianheng founded?
Xianheng was founded in 1894, originating in Zhejiang, Zhejiang, primarily in the Food & Beverage field.
What is the signature product of Xianheng?
Its signature product is Taidao Wine. 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: