On October 19th, the 21st China Traditional Time-honored Brand Expo opened in Wenzhou, Zhejiang, showcasing over 400 companies from more than 20 provinces and cities. Among the standout products were user-friendly home cupping kits, silk scarves themed around the “Belt and Road Initiative,” and ice cream infused with the classic taste of traditional soy sauce.

In recent years, a wave of “national trend” products has swept through the Chinese consumer market. Reports indicate that the market size of China’s national trend economy reached approximately 2.05 trillion yuan in 2023, reflecting a year-on-year growth of 9.44%. This figure is expected to exceed 3 trillion yuan by 2028. Many traditional Chinese brands are seizing this momentum to innovate while staying true to their roots, breathing new life into their offerings.

At the expo, a long line formed at the booth of an established Chinese medicine brand from Jiangxi, mainly composed of young faces eager to try the home cupping experience. Unlike traditional cupping methods, the home version is much simpler and user-friendly. Users only need to follow the accompanying tutorial to find the right acupuncture points; by squeezing and releasing a silicone cup, they can effectively relieve minor ailments. Increasingly, traditional Chinese medicine brands are focusing on appealing to younger consumers by collaborating with fashion and beverage brands to launch health teas and dietary supplements, thereby winning over a new generation of customers. Additionally, many traditional brands are innovating through diverse approaches to integrate into everyday life.

“Zhu Bingren Copper” has recently launched a range of affordable and practical cultural products, including decorative items like the auspicious Fu Lu Shou ornaments, bamboo-patterned pens, and two-in-one ink dropper and incense holders. This brand is committed to bringing ancient materials back into modern living, developing products related to Chinese culture, such as tea, incense, and calligraphy, thereby expanding its audience.

“Innovation is the core driving force behind the development of traditional brands. It’s crucial to modernize techniques, update concepts, and make products more relevant to daily life, but the most important aspect is to inherit and explore the cultural essence of the brand,” a company representative explained. In recent years, collaborations with iconic cultural institutions like the Palace Museum and Dunhuang have proven popular. This year, a pen inspired by the Golden Staff of Sun Wukong, symbolizing academic success, sold over 50,000 units within just six days of its launch.

Statistics reveal that there are currently 1,455 traditional Chinese brands and over 3,000 local time-honored brands. As online platforms and live-streaming commerce gain momentum, many traditional brands are actively reinventing themselves, packaging their nostalgic “old wine” in modern “new bottles.”

According to Xu Dongsheng, head of the local brand Baizefang, traditional brands evoke a sense of nostalgia for many while remaining competitive in the market. “They carry the DNA of market demand. As times change, they must adapt and merge with new needs and ideas to evolve continuously, thus passing on the emotional legacy and walking alongside the people for a longer journey ahead.”