Yongxianghe
Time-Honored BrandYongxianghe · Shanxi · Founded 1875
Yongxianghe, a century-old food brand from Shanxi, has been preserving the authentic flavors of Jin-style pastries since 1875. With traditional craftsmanship and deep cultural roots, it embodies the essence of Shanxi's culinary heritage and the spirit of integrity and pragmatism.
Brand Story
Yongxianghe traces its origins to the late Qing Dynasty (around 1875, the first year of Emperor Guangxu's reign). At that time, Shanxi merchants thrived and culinary culture flourished. The founder, Wang Yongxiang, a pastry apprentice in Taiyuan, opened a pastry shop south of the city, naming it 'Yongxianghe' to signify 'everlasting harmony.' He selected premium local ingredients like flour, sesame oil, and red dates, blending northern and southern techniques to create the flaky 'Yongxiang Su' and the sweet but not cloying 'Date Paste Cake,' which quickly gained popularity. During the Republic era, the third-generation heir Wang Dehou introduced modern hygiene standards and improved packaging, spreading the brand's fame and making it a must-have gift for weddings and festivals in central Shanxi. Despite hardships during the war, the craft and spirit endured. After 1949, the brand underwent public-private partnership, preserving its techniques. Today, Yongxianghe adheres to traditional methods while innovating, and its pastries are not just a taste memory but a symbol of Shanxi merchants' integrity and pragmatism.
“Yongxianghe: A Century of Flavor”
Signature Products
Crispy exterior with a soft filling, made with traditional sesame oil for a melt-in-your-mouth texture and a lingering aftertaste. (20-50 RMB/box)
Handmade date paste from Shanxi jujubes, sweet but not greasy, with a thin, even crust and rich date aroma. (15-40 RMB/box)
Crafted with Jin-style techniques, balanced crust-to-filling ratio, soft texture, and various fillings, ideal for Mid-Autumn gifts. (30-80 RMB/box)
Stores & Addresses
Located in: Shanxi（山西）
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Cultural Note
Yongxianghe's pastry-making follows the Jin-style tradition of 'rich oil, rich sugar, rich flakiness,' emphasizing handcrafted techniques and precise control of heat and kneading. The process involves over ten steps, from ingredient selection to baking, each requiring skilled artisans. The brand highlights the natural flavors of local ingredients like sesame oil, red dates, and walnuts, reflecting the Shanxi merchants' pursuit of quality. Additionally, Yongxianghe integrates pastries with festive culture, such as New Year cakes and Mid-Autumn mooncakes, carrying auspicious meanings and serving as an important carrier of Shanxi's food culture.
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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 Yongxianghe founded?
Yongxianghe was founded in 1875, originating in Shanxi, Shanxi, primarily in the Food & Beverage field.
What is the signature product of Yongxianghe?
Its signature product is Yongxiang Su. 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: