The flavor of a city is often found in recipes that have remained unchanged for centuries, while its vitality is reflected in how time-honored brands evolving with the times. On August 13, the “Foreign Diplomats Exploring Beijing” Time-Honored Brand Experience Event, jointly organized by the Beijing Foreign Affairs Office and Beijing Yiqing Holding Co., Ltd., was held at the Arctic Ocean Yili Park. During the event, ambassadors and senior diplomats from various countries visited Beijing’s century-old brands and, amid the pleasant smell of bread and soda, explored the capital’s history and culture while experiencing the vibrant momentum of the city’s industrial upgrading and opening up.

Century-Old Brands Stay Young: Stories of “Beijing Flavor” in Preserving Traditions and Pursuing Innovation

Beijing Yiqing Holding Co., Ltd. owns a number of time-honored and well-known brands, including Yili, Arctic Ocean, Red Star, Hsinghai, Sonhoshin, and Goldfish. Covering multiple sectors such as food, alcoholic beverages, and household and personal care products, these brands form a solid foundation for Beijing’s light industry. This year marks the 120th anniversary of Yili and the 90th anniversary of Arctic Ocean. Founded in 1906, Yili is one of the first enterprises to be recognized as a “China Time-Honored Brand”. It relocated to Beijing in 1950. Yili’s Fruit Bread and Vitamin Bread have shaped the food memories of generations of Beijingers. Its chocolate products have won international gold awards twice, while its signature gluten-free products were supplied for the Beijing 2022 Winter Olympics. With its factory established in 1936, Arctic Ocean has become a city icon across generations with its endearing polar bear logo and orange-flavored soda. While staying true to its classic formula and craftsmanship, the brand has launched new products such as kombucha, actively participated in exhibitions at home and abroad, and continued to expand its presence in overseas markets. The two brands are also advancing digital and intelligent transformation. With five production bases in place and increasingly diversified business models, they have become vivid examples of how Beijing’s time-honored brands preserve traditions while pursuing innovation.

Foreign Diplomats Try Their Hand at Bread Baking at Yili (Photo by Bi Shanghong/Xinhua)

Immersive Experiences: From Display Boards to Hands-On Creation

At the event, the diplomats visited the Arctic Ocean and Yili exhibition halls, as well as the product display of Beijing Yiqing Holding Co., Ltd. Through archival photos and physical exhibits, they learned about the brands’ histories and the urban memories associated with them. In the product experience area, new health-oriented products and classic product lines showcased how time-honored brands are exploring ways to reimagine consumer experience while maintaining their commitment to quality. The interactive experience session was lively and engaging. The diplomats tried their hand at DIY soda-making and bread baking, experiencing firsthand the warmth of century-old craftsmanship. The park’s retro-themed streetscape and Bingbing Bear Paradise became popular photo spots, where the diplomats frequently stopped to take pictures and experience the more youthful image and diverse offerings of time-honored brands.

Foreign Diplomats Try DIY Soda-Making with Arctic Ocean (Photo by Bi Shanghong/Xinhua)

Many diplomats shared their impressions at the event, saying that Arctic Ocean soda, with its rich fruity aroma and distinctive taste, is an iconic symbol of Beijing that combines everyday warmth with vitality and charm. Yili bread carries the memories of Beijingers’ daily lives, and also offers a glimpse into how time-honored brands stay committed to tradition while continuing to innovate.

Using Brands as a Window for the World to Better Understand Beijing

The “Foreign Diplomats Exploring Beijing” series serves as an important platform for showcasing the capital’s modernization achievements and promoting practical cooperation with international partners. According to a relevant official, Beijing will continue this event series, enhancing regular communication channels between Beijing and foreign diplomatic missions in China, deepening practical cooperation in fields such as economy and trade, science and technology, and culture, and supporting the capital’s high-standard opening-up and high-quality development.

With brands as a window and experiences as a bridge, time-honored brands that carry memories and embrace innovation are offering the world a vivid and tangible way to understand the story of Beijing’s past, present, and future.