Xianheng
Time-Honored BrandXianheng · Zhejiang · Founded 1894
A century-old tavern from Shaoxing, Zhejiang, famed through Lu Xun's novels. Xianheng preserves the essence of Jiangnan drinking culture and local street life, offering traditional yellow wine and snacks in a setting that evokes the charm of old China.
Brand Story
Founded in 1894 during the Qing Dynasty by the Zhou clan at Duchangfangkou, Shaoxing, Xianheng Tavern began as a modest wine shop serving yellow wine and snacks like fennel beans. Its name, derived from the I Ching's Kun hexagram, means 'all things prosper.' After closing in the late Qing due to poor management, it was rebuilt in 1981 near the original site to commemorate the centenary of Lu Xun's birth. Lu Xun's short story 'Kong Yiji' immortalized the tavern as a literary symbol of old Jiangnan wine houses, with its L-shaped counter, warm wine, and fennel beans becoming cultural icons. Today, Xianheng is not just a tavern but a living embodiment of Shaoxing yellow wine culture, continuing the warm, everyday hospitality of a 'small shop with aged wine.'
“Small shop, aged wine; Xianheng, a century of tradition.”
Signature Products
A semi-dry yellow wine with an amber hue and mellow taste; Xianheng's signature offering. (50-200 RMB per bottle)
A traditional Shaoxing snack: broad beans braised with fennel and cinnamon, savory and soft. (10-20 RMB per plate)
Chicken marinated in yellow wine, rich in aroma and tender in texture; an excellent accompaniment to drinks. (30-60 RMB per serving)
Stores & Addresses
Located in: Zhejiang（浙江）
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Cultural Note
Xianheng Tavern preserves the traditional front-shop-back-workshop layout. Its yellow wine is brewed following ancient methods using Jianhu Lake water, glutinous rice, and wheat starter, undergoing soaking, steaming, fermentation, and pressing—brewed in winter and matured by spring. The wine culture here is intertwined with Lu Xun's literature, making it a symbol of Shaoxing folk customs and culinary memory.
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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 Xianheng founded?
Xianheng was founded in 1894, originating in Zhejiang, Zhejiang, primarily in the Liquor & Spirits 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: