Time-Honored Brand Gets a Creative Makeover! A Century-Old Pastry Shop in Wenling Innovates Playfully

When it comes to walnut cookies, the people of Wenling have a special place in their hearts for Wang Weihe, located in Chengnan Town. This time-honored pastry shop, passed down through generations, has long been etched into the taste memories of Wenling locals, becoming an inseparable and delightful culinary sentiment.

Wang Weihe started as a pastry business, with its roots tracing back to 1914. The founder, Wang Chuanshun, journeyed to Fujian at the tender age of 13 to learn the art of pastry making. After mastering his skills and returning home, he opened a pastry shop in Xiajie Village, Aohuan, Chengnan Town, thus beginning the Wang family's century-long journey of pastry inheritance.

The reason Wang Weihe's walnut cookies have become a "favorite" among Wenling people lies not only in their unique taste and craftsmanship but also in the cultural depth and emotional value they embody. Whenever festivals arrive or families gather, plates of golden, crispy walnut cookies invariably evoke a sense of longing for home in people's hearts.

Through over a hundred years of trials and tribulations, the Wang family has steadfastly adhered to their original aspiration of pastry inheritance, continuously pursuing excellence and perfection. From its beginnings as a family workshop to its current status as a pastry chain brand with 14 stores, Wang Weihe's development journey bears witness to the Wang family's dedication and persistence.

Discussing the brand's development, Wang Wenjun, the third-generation inheritor of Wang Weihe, feels a profound sense of responsibility. As a member of the Wang family, he carries the mission of passing on Wang Weihe. However, he is not content with merely operating a single store; he aspires to make Wang Weihe bigger and stronger, venturing out of Chengnan and onto a broader market stage.

Last year, a Wang Weihe flagship store opened on Henglong Commercial Street. According to Wang Wenjun, after the busy Mid-Autumn Festival period, the store introduced a new product called "Quinoa Long Strips," which has gained considerable favor among customers. "People are very health-conscious nowadays. Quinoa is rich in dietary fiber. Incorporating quinoa as an ingredient into pastries not only enhances their aroma but also aids digestion."

Facing the impacts and challenges of the modern era, the "Taizhou Time-Honored Brand" Wang Weihe has not retreated. "Relying solely on old products won't attract young customers, so in recent years, we've been continuously developing new products to meet the taste preferences of younger consumers," Wang Wenjun said. "Currently, the variety of pastries in our store has doubled compared to before, and we rotate them according to the seasons. From Yunnan ham mooncakes to chewy, glutinous pastries, we are always committed to meeting the diverse needs of consumers." Not long ago, Wang Weihe also conducted market research and launched over a dozen varieties of health-oriented pastry series.

To better promote the brand and its products, Wang Weihe has set up a livestreaming room, broadcasting daily at 10 a.m. Wang Wenjun himself has taken on the role of host. "Only with good ingredients can you make good products," he promotes during his livestreaming sessions.

While meeting customer demands, Wang Weihe is also actively expanding its market territory. "We are trying to expand to cities beyond Wenling. Currently, there are branch stores in Linhai, Yuhuan, and other places." Simultaneously, Wang Weihe has established "common prosperity workshops," actively exploring a "workshop + skills" training model. By setting up common prosperity workshops and positions, it not only injects new vitality into the company's own development but also provides opportunities for local villagers to gain employment and increase their income.

Translator：Jiayang Lin