Xu Yuanchang
Time-Honored BrandXu Yuanchang · Zhejiang · Founded
Xu Yuanchang is a time-honored food brand from Zhejiang, China, renowned for its traditional pastries. With a legacy of over a century, it upholds ancient recipes and meticulous craftsmanship, offering delicacies like crisp cakes and sesame cakes that embody the rich culinary heritage of the Jiangnan region.
Brand Story
Xu Yuanchang, originating from Zhejiang, traces its roots back to the mid-to-late Qing Dynasty (around the 1800s), according to local chronicles and oral accounts, though its exact founding year remains unverified. The founder, the Xu family, started as pastry makers and gained renown through exceptional skill and honest business practices. Legend has it that Xu Yuanchang's pastries became a staple at local festivals, blending northern and southern flavors, especially famous for its crisp cakes (su bing) and sesame cakes (ma bing). Through generations, the brand has adhered to traditional methods, carefully selecting ingredients and following complex processes, each step reflecting artisan dedication. Beyond food, Xu Yuanchang carries the dietary customs and nostalgic memories of the Jiangnan area, serving as a living testament to Zhejiang's traditional food culture, cherished by locals despite lacking official certification.
“[待核]”
Signature Products
Flaky pastry with sweet filling, baked over traditional charcoal fire, featuring distinct layers. (20-50 RMB/box)
Soft cake covered with sesame seeds, sweet but not cloying, a traditional festive snack. (15-40 RMB/box)
Made with osmanthus flowers, fragrant and soft with a delicate texture, embodying the Jiangnan flavor. (25-60 RMB/box)
Stores & Addresses
Located in: Zhejiang（浙江）
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Cultural Note
Xu Yuanchang insists on handcrafting pastries, with techniques covering ingredient selection, dough mixing, filling preparation, and baking, with particular emphasis on heat and timing control. The brand preserves Jiangnan pastry culture, showing respect for the natural flavors of ingredients and commitment to traditional craftsmanship.
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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 Xu Yuanchang founded?
Xu Yuanchang was founded in null, originating in Zhejiang, Zhejiang, primarily in the Food & Beverage field.
What is the signature product of Xu Yuanchang?
Its signature product is Xu Yuanchang Crisp Cake. 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: