Festive visit to Beijing's Longfusi highlights traditions, renewal

Red lanterns swayed gently above the stone-paved lanes of Beijing's Longfusi commercial area, while the familiar aromas of pastries, pickles and freshly prepared snacks drifted through the winter air.

Days before Spring Festival, which falls on Tuesday, the historic neighborhood was already alive with laughter and anticipation. On Tuesday, President Xi Jinping experienced that festive atmosphere firsthand when he visited the Longfusi commercial area in Dongcheng district and toured its bustling holiday market.

At Beijing Daoxiangcun No 0 Store, a flagship outlet of the time-honored brand known for its traditional Chinese pastries, store manager Cao Siyuan recalled how President Xi paused in front of the pastry counter, taking time to look over a range of newly developed snacks inspired by traditional culture.

"He talked about memories from his childhood, when he used to buy pastries at Daoxiangcun," she said. "That moment really touched us."

Cao recalled that Xi watched master bakers prepare traditional pastries on-site, browsed festive gift selections and later chose several New Year snacks. In the cultural and creative products section, he spoke with staff about ingredients and designs, and asked about the brand's history and development. Before leaving, he encouraged the team to preserve and further strengthen Beijing's time-honored brands.

In the days that followed, the store saw a noticeable increase in visitors. Many customers came after hearing about the visit, hoping to experience the festive specialties themselves. Some products quickly gained popularity, and the factory stepped up production to ensure a steady supply ahead of the holiday.

Cao noted that innovation rooted in tradition has become a key direction for the brand. From pastries shaped like traditional musical instruments to confections inspired by ancient clothing and Beijing landmarks, many tourists now stop by the shop after sightseeing, effectively packing Beijing's scenery and flavors to take home.

"General Secretary Xi's care made us feel warm and deeply encouraged," Cao said. "In the year ahead, we will continue to innovate while staying true to our roots."

At the booth of Liubiju, a 590-year-old pickle brand, senior technician Chen Jie still remembers the surprise of meeting the president up close.

Xi said he also eats Liubiju pickles and asked about the brand's history, Chen recalled. "He stayed for quite a while, listening carefully and asking about our products."

Chen introduced several signature items, including intangible cultural heritage products such as sweet sauce cucumbers and a handcrafted sugar garlic which takes around 150 days and eight manual procedures to complete.

"Before leaving, he described our products as 'premium pickles'," Chen said. "That recognition means a great deal to us."

For Chen, the visit signaled support for time-honored brands and affirmed years of effort to balance tradition with innovation. "We will work even harder to keep improving while honoring tradition," he said.

At the Fengnian Guanchang store in Longfusi, manager Shi Huanping recalled her excitement as Xi approached the counter.

Guanchangis a traditional Beijing snack made from sweet potato starch, prepared through steaming, slicing and panfrying to create a crispy exterior and a tender interior.

"He asked whether we were still the original Fengnian Guanchang and how many stores we have now," Shi said. Xi also shared memories of eating the dish as a child and bought a piece of uncooked sausage himself.

While staying true to tradition, the store has diversified its offerings to attract younger customers, adding handmade desserts such as almond tofu, pea flour cakes and fried pastries. "Being a time-honored brand doesn't mean standing still. It means adapting while preserving what matters most," Shi said.

For Li Mei, who is an inheritor of a traditional Chinese paper handicraft known as paper flipping flowers, one of the most memorable moments was demonstrating the craft to Xi at her stall.

"I was incredibly surprised and excited," she said. "He said it was wonderful."

Xi asked about the brand, price and products with genuine interest, Li recalled. "It felt just like speaking with a friend."

Once made from simple paper with limited patterns, the craft has been revitalized through innovation. Li now uses stronger, more flexible paper and has expanded the number of playable variations from just a few to nearly 20, making the craft more colorful, interactive and appealing to children. "Tradition survives when it evolves," Li said.

Li's view was echoed by Dong Yanna, general manager of Beijing Enamel Factory. "I told General Secretary Xi about how the factory has balanced tradition and innovation over the years," Dong said.

"Traditional cloisonne products are entirely handcrafted. At the same time, the cultural and creative items we develop for younger audiences — such as Year of the Horse refrigerator magnets featuring cloisonne colors and patterns — have become bestsellers at the Longfu Temple fair," she said.

"We are committed to preserving tradition while continuing to innovate, so that cloisonne can be appreciated by a wider audience," Dong said. "We hope more people in China and beyond will discover this art form and its over 600-year history."

Gao Tianliang, assistant general manager of Beijing Xinlongfu Cultural Investment Co, has witnessed Longfusi's transformation since 2014 — from a quiet, almost deserted area into a vibrant cultural and commercial hub.

Xi has emphasized the integration of traditional culture with modern life, Gao said. "That is exactly what we have been striving for."

Gao said that meeting Xi "felt like being with an elder in the family — dignified, kind and wise".

He added that the team will continue to follow Xi's vision, working to build Longfusi into a beloved urban space that preserves the warmth of tradition while embracing the vitality of modern commerce.