This sentiment is echoed by Liu Tao, deputy director of the Institute of Market Economy at the Development Research Center of the State Council. Liu noted that the deepening digital economy has enriched the connotation of "guochao". By accelerating changes in management philosophy and innovating business models, brands in food, apparel, and daily necessities are becoming important engines for consumption innovation.

For Beijing Daoxiangcun, one of the capital's most iconic pastry makers, this philosophy translates into a strategy of depth rather than superficial decoration. Shi Yan, deputy general manager of the company, explained: "We believe that revitalizing a time-honored brand isn't about simply stacking trendy symbols. It requires a continuous self-renewal of the brand, excavating our own representative symbols and extending them into new forms."

To meet surging demand, the bakery has rolled out a comprehensive lineup for the holiday season, comprising six distinct pastry gift boxes and three cooked food gift sets. The collection balances innovation with tradition, featuring the ingeniously designed "Ode to Blessings in the Capital" (Jingcheng Songfu) alongside the enduring classic "Pastry Box" (Bobo Xiazi), ensuring there is something for both modern tastes and traditionalists.

This approach is further illustrated in their preparations for the Bingwu Year of the Horse (2026), a major Chinese zodiac year. The bakery has launched a "Galloping Fortune" series that marries culinary craft with art. Offerings include the "Lucky Pony" mousse cake and a whimsical "Money on the Horse" mobile phone chain — a pun on the phrase "immediately wealthy".

In a high-profile collaboration, the brand teamed up with renowned artist Han Meilin to launch the Da Da Cake. Named after the rhythmic sound of galloping hooves, the pastry incorporates kale and water chestnuts (ma ti) for a fresh, modern flavor profile that appeals to health-conscious consumers.

Since 2025, national policies have focused on high-quality services to boost consumption and expand domestic demand. Under this guidance, Time-Honored Brands are actively integrating into the new consumption landscape. Beyond the bakery counters, the restaurant industry is undergoing a similar metamorphosis, with China Quanjude Group serving as a prime example. Famous worldwide for its roast duck, the culinary giant is aggressively pivoting to capture the "emotional value" sought by Generation Z consumers.

Facing deep changes in the catering industry — where consumption is stratifying and competition is intensifying — Quanjude is using the 2026 Chinese New Year season to tell "new stories".

The group has launched over 30 new products for its New Year festival, with half being brand-new creations. Moving beyond traditional dine-in experiences, they are pushing a "Catering + Food" dual-drive strategy, offering premium home banquet kits that allow customers to replicate a master-chef dinner at home.

These kits feature dishes from their portfolio of brands, including Sichuan Fandian, ensuring that the grand banquet experience is accessible at the family dining table.

But the real surprise lies in their playful approach to snacks, designed to bridge the gap with younger demographics. The "Good Luck Fortune Stick" biscuits combine snacking with the popular trend of drawing lots for luck, adding an element of surprise to every bite.

Meanwhile, the "Grab Wealth Bag" features a plush ingot-shaped design that doubles as a fashionable crossbody bag — a perfect example of a product that is both tasty and "Instagrammable", satisfying the desire for products that are fun and express a lifestyle attitude.

Reflecting on this transformation, Zhou Yanlong, general manager of China Quanjude Group, highlighted that the key to brand rejuvenation is to innovate the form of expression while strictly safeguarding the inheritance of original skills. He explained that over the past five years, the group has explored new scenarios, products, channels, and content.

"We are building a systematic strategy to ensure that this time-honored brand resonates with the vitality of the new era," Zhou said. In this Chinese New Year, these historic brands are proving that by embracing change while honoring their roots, they are not merely surviving history — they are writing its next chapter, he added.