Zhen
Time-Honored BrandZhen · Shanghai · Founded 1875
Zhen, a time-honored Shanghai brand, has been carrying forward the essence of Haipai cuisine through traditional pastry-making skills. Though its exact founding year is yet to be verified, its craftsmanship and flavors have been cherished for over a century.
Brand Story
Zhen traces its roots to Shanghai, with a history dating back to the late Qing Dynasty and early Republic era. At that time, Shanghai had just opened as a port, where Chinese and Western cultures intertwined, and culinary trends evolved rapidly. It is said that the founder, whose name awaits verification, established a handmade pastry shop in the old city area around 1875 (the first year of Emperor Guangxu's reign). The shop was named 'Zhen' (meaning 'genuine') for its commitment to using authentic ingredients and treating customers with honesty. Initially, the shop offered seasonal pastries, Suzhou-style mooncakes, and traditional tea snacks, quickly gaining a reputation among Shanghai food lovers for its meticulous ingredient selection and exquisite craftsmanship. During the Republic era, the second-generation heir introduced Western baking techniques, creating innovative fusion pastries like cream butterfly crisps and curry puffs, which brought the brand widespread fame. Despite hardships during the War of Resistance, the shop persisted in production, using pastries to comfort people's hearts. After the founding of New China, the brand underwent public-private partnership, preserving its skills. Today, Zhen still adheres to traditional methods while blending Haipai flavors, becoming a microcosm of Shanghai's culinary culture. Its pastries are not only a delight to the palate but also carriers of urban memory.
“[待核]”
Signature Products
Flaky layers with balanced sweet and savory fillings, baked using traditional techniques. A classic choice for the Mid-Autumn Festival. (20-50 RMB/box)
An innovative creation from the Republic era, crispy and sweet, shaped like a butterfly. A representative of Haipai Western-style pastries. (15-30 RMB/bag)
Made from premium mung beans, with a fine texture that melts in the mouth. Refreshing and cooling, suitable as a tea snack all year round. (10-25 RMB/box)
Stores & Addresses
Located in: Shanghai（上海）
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Cultural Note
Zhen's pastry-making technique combines the delicacy of Suzhou-style pastries with the innovation of Haipai Western-style desserts, insisting on handmade production and precise control of heat and ingredient ratios. Its cultural significance lies in witnessing the evolution of Shanghai's culinary culture since the port opened, carrying the collective memory of citizens, and serving as a tasteful embodiment of the 'refined, inclusive, and innovative' traits of Haipai 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 Zhen founded?
Zhen was founded in 1875, originating in Shanghai, Shanghai, primarily in the Food & Beverage field.
What is the signature product of Zhen?
Its signature product is Zhen 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: