The Xiamen time-honored brand booth. [Photo/WeChat account: xiamen_swj]

The Ninth China Time-honored Brand (Shandong) Expo, a key national event under the 2025 "Time-honored Brand Carnival" initiative by the Ministry of Commerce, recently opened at the Shandong International Convention and Exhibition Center in Jinan city.

A delegation from Xiamen featuring 12 time-honored brands participated in the expo. This marks the third year in a row the Xiamen group has attended the event.

Supporting time-honored brands in exploring domestic and international markets, and facilitating their participation in China's premier industry exhibitions, is a key initiative by Xiamen to promote the innovation and revitalization of these heritage enterprises.

The companies participating in the expo have established strong roots in local markets and are now actively expanding into international markets, particularly targeting regions north of the Yangtze River and countries such as Japan, South Korea, and Russia.

During the three-day exhibition, participating companies achieved fruitful results. Time-honored brands such as Amoy Food's soy sauce, Xiamen Traditional Chinese Medicine's Babao Dan, and Fujian's heritage brand Xiamen Phoenix Baijiu — returning for their second consecutive year — drew significant attention from visitors with their distinctive southern Fujian characteristics, leading to numerous business discussions.

Gulang Island meat products sold out completely at the exhibition while securing multiple partnership deals. Their featured product series was also honored as a recommended product in the National Time-honored Brand "City Gifts" Competition.