Yichang
Time-Honored BrandYichang · Hunan · Founded
Yichang, a time-honored brand from Hunan, carries forward the culinary culture of the Xiang River region through traditional pastry-making. Though its founding year remains unverified, its craftsmanship and dedication to quality have made it a beloved name in local gastronomy.
Brand Story
Yichang, originating in Hunan, takes its name from the auspicious phrase 'Yizhao Fengchang,' symbolizing abundance and prosperity. While the exact founding year is not officially confirmed, local chronicles and oral histories trace its roots to the mid-to-late Qing Dynasty (c. 1800-1850), when a pastry master surnamed Zhou from Changsha Prefecture established a small shop. Known for his flaky pastries, Zhou's signature 'Su Pi Yue Bing' (crisp-skinned mooncakes) and 'Gui Hua Gao' (osmanthus cakes) won the hearts of locals. By the early 20th century, his descendants introduced northern pastry techniques, blending flavors from north and south. During the War of Resistance (1937-1945), Yichang supplied dried rations to soldiers, reflecting its patriotic spirit. After 1949, the brand underwent public-private partnership, preserving its craft. Today, Yichang remains committed to handmade methods, with each pastry serving as a vessel of Hunan's cultural memory.
Signature Products
Flaky crust with a sweet yet not cloying filling, handmade traditionally, a must-have for Mid-Autumn Festival. (approx. 10-30 RMB per piece)
Made with fresh osmanthus flowers, soft, sweet, and subtly floral, suitable for all seasons. (approx. 15-25 RMB per box)
White, soft, and melt-in-the-mouth, shaped like a lamp wick, a classic Hunan tea snack. (approx. 8-15 RMB per bag)
Stores & Addresses
Located in: Hunan（湖南）
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Cultural Note
Yichang's pastry-making integrates techniques from both northern and southern China, emphasizing premium ingredients, hand-shaping, and charcoal baking. The flaky crust requires a precise balance of water-oil dough and oil pastry, folded and rolled repeatedly to create dozens of layers. Beyond food, these pastries are integral to Hunan's festive and wedding customs, offering valuable insight into the region's culinary heritage.
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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 Yichang founded?
Yichang was founded in null, originating in Hunan, Hunan, primarily in the Food & Beverage field.
What is the signature product of Yichang?
Its signature product is Su Pi Yue Bing (Crisp-Skinned 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: