Yuezhonggui
Time-Honored BrandYuezhonggui · Yunnan · Founded
A century-old Yunnan pastry brand famed for Dian-style mooncakes and flower cakes, preserving traditional handcrafted techniques and local ingredients.
Brand Story
Founded in Kunming, Yunnan during the late Qing Dynasty, Yuezhonggui's exact founding year remains unverified. Legend has it that founder Li Guifang, a local pastry apprentice, mastered the essence of Dian-style pastries. During the Guangxu reign (1875-1908), he opened a small workshop in Kunming, handcrafting mooncakes and crisp pastries that gained renown for their quality and unique taste. In the Republican era, the second-generation heir Li Yueming expanded the workshop into a shop, naming it 'Yuezhonggui' (literally 'Osmanthus in the Moon'), inspired by the poetic line 'Osmanthus falls from the moon, its fragrance drifts beyond the clouds.' He introduced Suzhou-style techniques, blending them with Yunnan flavors to create a distinctive style. Despite wartime disruptions, the shop persisted, becoming a cherished taste in Kunming's memory. After 1949, Yuezhonggui was integrated into a state-owned food factory, preserving its craft. Today, the brand still adheres to traditional methods, using local ingredients like Xuanwei ham and wild honey to craft Dian-style mooncakes and flower cakes, representing Yunnan's culinary heritage.
“Osmanthus falls from the moon, its fragrance drifts beyond the clouds.”
Signature Products
A classic Dian-style mooncake with a flaky crust and savory-sweet filling of Xuanwei ham. (10-30 RMB per piece)
A crisp pastry filled with Yunnan edible roses, bursting with floral fragrance. (5-15 RMB per piece)
A traditional dense cake made with rich oil, soft and sweet without being cloying—a nostalgic Kunming treat. (20-40 RMB per jin)
Stores & Addresses
Located in: Yunnan（云南）
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Cultural Note
Yuezhonggui's craft blends Dian-style and Suzhou-style pastry techniques, emphasizing handmade production and local Yunnan ingredients. Its Yunnan ham mooncake involves over a dozen steps—selecting, curing, stir-frying filling, kneading dough, wrapping, and baking—each demanding precise heat and timing. The flower cake uses fresh roses, cleaned, pickled, and seasoned to preserve their aroma. With a century of heritage, the brand embodies the fusion of Yunnan's multi-ethnic culinary cultures, serving as a living fossil of Dian-style pastries.
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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 Yuezhonggui founded?
Yuezhonggui was founded in null, originating in Yunnan, Yunnan, primarily in the Food & Beverage field.
What is the signature product of Yuezhonggui?
Its signature product is Yunnan Ham 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: