Supported by the local industry and commerce department, Zhouzhuang has applied to become a national famous brand, “Water Town Zhouzhuang.”

The brand “Water Town Zhouzhuang” was successfully registered in 2006, the first registered brand for an ancient town in China, said Zhang Weiqing, vice-general manager of Zhouzhuang Tourist Co. In Zhang’s opinion, brand development should be in accordance with the evolution of Zhouzhuang culture.

Promoting ancient town culture through branding

There are about 800 households in Zhouzhuang. They are encouraged by the local government and enterprises to open family hotels and restaurants. Zhouzhuang Tourist Co has also restored parts of the ancient town’s buildings to reinforce their main structures without changing their appearances and functions.

Through such restorations, the image of the ancient town has developed, which is helpful for protecting ancient buildings, attracting visitors and increasing resident income.

The more people visit Zhouzhuang, the more influence “Water Town Zhouzhuang” will have, Zhang said. With the increasing popularity of the brand, more effort should be made to preserve the original style of the ancient town.

“Water Town Zhouzhuang” was registered as a brand in 2006. It was awarded as Suzhou’s famous brand and a well-known brand of Jiangsu province in 2007 and 2008, respectively. According to Zhang, “Water Town Zhouzhuang” is expected to become a national famous brand in the near future.