To produce the cakes, no extra sugar was put into the mix, due to increased awareness among younger people of the need to watch their weight.

"We want our cooperation to evoke memories of childhood and also to involve traditional tastes and new raw materials, so that younger people will be attracted to these desserts," Huang said.

He added that the partnership is for the long term, and more cake flavors will be introduced.

Last year, Beijing snack brand Daoxiangcun, which was established in 1895, launched Location Zero, a renovated store on Dongsi North Street. Customers were offered a variety of authentic Beijing pastries with new twists－many of them inspired by pop culture to tempt the taste buds of younger shoppers.

A row of counters was added to the store, selling a variety of cultural and creative items, including pillows and keychains featuring images of the snacks on offer.

Young shoppers are quenching their thirst at the store with special Beijing-style tea, and the outlet has become a popular venue for them.

To improve customer experience, the store has also launched a takeaway platform.

Baihua, the honey brand, which was founded in 1833, has launched a series of fruit-flavored honey, including lemonade, blueberry and cranberry varieties.

Guo Lijun, chairman of Baihua, said, "We introduced these flavors to meet the needs of young people."

Baihua has also launched a bottled drink comprising honey and water. By twisting the cap and shaking the bottle, the two ingredients are mixed. "This increases the buyer's sense of experience and fun," Guo said, adding, "We believe that these new products are in line with the healthy dining needs of modern people."