A "time-honored brands expo" kicked off on September 12 at the China Import and Export Fair Complex in Guangzhou, showcasing heritage Chinese brand products from across the nation and the vibrant Guangdong-Hong Kong-Macao Greater Bay Area (GBA).
The expo provides international visitors a rare opportunity to explore China's rich cultural heritage through products that have been cherished for generations—from traditional snacks and herbal health remedies to exquisite silk crafts and innovative cultural creations.
Named "China GBA Time-honored Brands (Culture) Expo 2025," the products featured at the fair are "Laozihao" ("Time-Honored Brands") certified.
Curated display of regional specialties, including Heyuan rice noodles, fermented black soybeans, zongzi, etc.
"Laozihao," or "Time-Honored Brands," refers to Chinese enterprises and products with deep historical roots, often dating back decades or even centuries. These brands are recognized for their unique craftsmanship, cultural significance, and enduring reputation. Many have been passed down through generations, preserving traditional techniques while adapting to modern markets.
The Chinese government has been actively supporting these brands through cultural promotion and innovation initiatives, helping them maintain relevance both at home and abroad.
At the fair, visitors can explore a dazzling array of Chinese regional specialties such as fruit pastries, mooncakes, double-skin milk (Guangdong-style milk custard), Shantou beef meatballs, zongzi (sticky rice dumplings), London cake (a type of steamed rice cake), and innovative products that blend regional specialties with modern charm, such as aged tangerine peel coffee and aged tangerine peel yogurt.
Yogurt and coffee made with tangerine peels air-dried over the years.
Health and wellness products also feature prominently, including traditional Chinese medicine, herbal teas, and even silk pillows infused with herbal ingredients—a blend of heritage and well-being.
Traditional Chinese medicine.
Spanning 20,000 square meters, the expo is divided into multiple zones: a Greater Bay Area theme section, a national time-honored brands zone, interactive experience corners, and specialty pavilions.
Canned fried dace with salted black beans is a common sight on Chinese family dining tables.
Crowds flocked to tasting booths, hands-on craft workshops, and live intangible cultural heritage demonstrations. Shoppers could conveniently purchase products on-site or via e-platforms right at the venue.
Visitors flocked to taste classic Chinese snacks.
The event also features Han Dynasty fashion shows, immersive Hanfu (the traditional dress of the Han Chinese people) dressing experiences, and awards ceremonies—including the "Top 30 Guangdong Time-Honored Brands" and recognition for innovative business practices among traditional enterprises.
Emblematic Shiwan Ceramics from Foshan City, symbol of Chinese folk pottery spanning thousands of years.
Running through September 14, the expo is expected to attract over 100,000 visitors. It serves as both a business platform for heritage brands and a cultural bridge for international guests to experience authentic Chinese traditions.
Chinese pastries section.
Reporter | Huang Xinyi, Zhang Le (Intern)
Photo | Huang Xinyi, Zhang Le (Intern)
Editor | Hu Nan, James Campion, Shen He
