Guards of honor

Some of the Chinese time-honored brands that have been bywords for older generations faded from view but have then made spectacular comebacks. [Photo provided to China Daily]

In many cases they have built their reputations over hundreds of years, and they have become names that millions of Chinese love, respect and most of all buy.

At least once a year Meng Wei visits several shops in Beijing that specialize in traditional goods, looking to buy something for his family in Xi'an.

"It's a routine I go through before I head home for big holidays such as Spring Festival," Meng says.

Among the perennials on his shopping list are Daoxiangcun pastries and Niulanshan erguotou, a 65 proof white spirit made in Beijing.

"My mother has a sweet tooth and she always has a craving for Daoxiangcun, and my uncles love the kick of erguotou," Meng says.

A trust in quality and a hankering for things of the past are among the reasons why many people buy these time-honored brands.

"Time-honored brands" refers to old products, techniques or services that are unique in a particular way and enjoy an excellent reputation and culture cachet, says Zheng Wen, head of the Ministry of Commerce's circulation development division.