Famed eateries’ plan New Year treat
Print Edition
Shanghai’s more than century-old time-honored brands will jointly launch new products, blending traditional Chinese cultures and innovative designs, to boost consumption for the New Year festival.
The New Year Gift Festival was initiated at the Yuyuan Garden Malls at the weekend as the inaugural event of the city’s New Year Shopping Festival.
More than a dozen time-honored brands at the malls have participated to celebrate the approaching Year of the Tiger and encourage locals to spend the Spring Festival in Shanghai amid the COVID-19 pandemic.
The 238-year-old Tonghanchun TCM pharmacy, for example, will release a series of TCM health teas themed on the 24 Solar Terms by the end of the year.
Traditional TCM prescriptions have been involved and improved to cater to the habits of today’s customers. Other new products such as ginseng balm and essential oil have also been released to mainly attract young customers.
The century-old Nanxiang Steamed Bun Restaurant will release a limited number of “tiger head buns” from January 2022.
Other time-honored Yuyuan eateries, such as the 264-year-old Songhelou Restaurant, the Shanghai Classical Hotel that opened in 1875, Lubolang Restaurant and Chunfeng Songyuelou, the oldest vegetarian restaurant, will jointly release banquet packs for customers to spend the Chinese New Year’s eve at home.
Pear syrup herbal drink ligao lu, inspired by ligao tang (pear syrup candy), one of the most popular products in Yuyuan, has been made into lollipops.
The ligao tang, based on a century-old recipe, can treat coughs but is too sweet to eat directly and is best dissolved in hot water to drink. It has been turned into a canned ready-to-drink beverage, so people can take it on the go.
“The festival aims to further boost consumption amid the pandemic while helping the time-honored brands to upgrade and embrace the internet era,” said Huang Zhen, Yuyuan Inc chief.
The company inked a cooperation agreement with food delivery firm Ele.me on Friday to deliver all Yuyuan products to the doors of the customers amid the pandemic. More than 80 outlets of Yuyuan, including jewelry, cosmetics, watches and TCM medicines, will open their online stores on Ele.me.
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