Xuyou
Time-Honored BrandXuyou · Shanghai · Founded 1900
Xuyou is a Shanghai-based food brand celebrated for its traditional pastries and the fusion of local Haipai flavors, carrying forward the culinary heritage of the Jiangnan region.
Brand Story
Xuyou's roots trace back to Shanghai in the early 20th century (around 1900), when the city's opening as a treaty port fostered a vibrant blend of Chinese and Western cultures. The founder, a Suzhou-style pastry chef, moved to Shanghai and established a small workshop with a storefront in the concession area, naming it 'Xuyou' (meaning 'making friends through food'). Combining exquisite craftsmanship with innovation, Xuyou merged Suzhou pastry techniques with local Haipai tastes, creating beloved snacks. During the War of Resistance, Xuyou supplied dry rations to the front lines, reflecting a deep sense of patriotism. After 1949, the brand underwent public-private partnership and later reforms, yet it has always adhered to traditional handmade methods. Today, Xuyou is operated by Shanghai Xuyou Food Co., Ltd., continuing a century-old legacy and standing as a representative of Shanghai's food culture.
“[待核]”
Signature Products
Flaky pastry with distinct layers, balanced sweet and savory filling, crafted using traditional techniques—a classic choice for Mid-Autumn Festival. (8-15 RMB per piece)
Inspired by Haipai Western-style pastry, shaped like a butterfly, rich in buttery aroma and delightfully crispy—a popular Shanghai souvenir. (20-30 RMB per box)
Made from premium mung beans, smooth and delicate in texture, refreshing and cooling, with a subtle hint of osmanthus—a seasonal summer treat. (15-25 RMB per box)
Stores & Addresses
Located in: Shanghai（上海）
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Cultural Note
Xuyou upholds the pastry-making traditions of Jiangnan, emphasizing meticulous ingredient selection and precise heat control, with handmade crafting preserving authentic flavors. At the same time, it embraces Shanghai's Haipai culture, innovating with East-meets-West pastries like butterfly crisps, symbolizing the city's inclusiveness. The brand also honors seasonal customs, offering mooncakes for Mid-Autumn Festival and zongzi for Dragon Boat Festival, thereby keeping folk traditions alive.
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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 Xuyou founded?
Xuyou was founded in 1900, originating in Shanghai, Shanghai, primarily in the Food & Beverage field.
What is the signature product of Xuyou?
Its signature product is Xuyou Suzhou-style Mooncake. 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: