Exhibiting at HOTELEX Shanghai 2025

Hangzhou Zhiweiguan Food Co., Ltd., based in Hangzhou, Zhejiang Province, is one of China’s most iconic and time-honored food manufacturers, known for preserving and modernizing traditional Chinese delicacies. With over a century-long legacy tied to the celebrated Zhiweiguan Restaurant, the company has evolved into a powerhouse in the production and nationwide distribution of regional Hangzhou specialties, pastries, and festival foods.

Company Background and History

Founded as the retail and production arm of the historic Zhiweiguan Restaurant, which originated in 1913, Hangzhou Zhiweiguan Food Co., Ltd. represents a blend of culinary tradition and industrial-scale food processing. It has developed a strong identity centered on Hangbang cuisine (Hangzhou-style food), transforming restaurant-quality dishes into packaged consumer products with wide appeal.

Zhiweiguan is recognized as a “China Time-Honored Brand”, a title awarded by the Chinese Ministry of Commerce to heritage enterprises maintaining traditional practices and cultural significance.

Core Product Offerings

The company produces a wide variety of ready-to-eat and frozen foods, including:

• Traditional Chinese Pastries:

  • Mung Bean Cake
  • Osmanthus Cake
  • Peach Blossom Cake
  • Red Bean Puff
  • Egg Yolk Pastry

• Festival Foods:

  • Mooncakes (Cantonese-style, Suzhou-style, and Hangzhou-style)
  • Zongzi (glutinous rice dumplings)
  • Qingtuan (green glutinous rice balls)
  • Eight-Treasure Rice Pudding

• Frozen Dim Sum:

  • Steamed Buns
  • Wontons
  • Shumai
  • Tangyuan (glutinous rice balls with sweet fillings)

• Vacuum-Packaged Hangzhou Dishes:

  • Dongpo Pork
  • Braised Pork with Preserved Vegetables
  • West Lake Vinegar Fish (in select markets)

Specialization and Unique Selling Proposition (USP)

Zhiweiguan excels in modernizing traditional Hangzhou cuisine while maintaining authenticity. The company emphasizes:

• Time-honored recipes and cooking techniques
• Use of local ingredients from Zhejiang
• Integration of cold-chain logistics and advanced vacuum packaging to preserve flavor and texture
• High-end festive packaging, especially for mooncake gift boxes and Chinese New Year assortments

Financial and Market Insights

While detailed financials are not publicly available, market analysis and industry reports position Zhiweiguan Food as a top-tier player in China’s traditional food and seasonal gift segment, particularly in eastern China.

• Estimated annual sales exceed RMB 200 million (~USD 27 million), based on data from Chinese industry reports and local business registries
• Major retail presence across China’s tier-1 and tier-2 cities
• Seasonal sales spikes during Mid-Autumn Festival and Chinese New Year, driven by mooncake and glutinous rice dumpling gift boxes

Export and Distribution

Though Zhiweiguan primarily caters to the domestic Chinese market, select products are exported via Chinese diaspora channels and international Asian supermarkets.

• Distributed through platforms like Yamibuy and Tmall Global
• Active presence in Asian grocery markets in North America and Australia
• Mooncakes and other pastries are shipped to global cities with large Chinese communities during seasonal periods

Manufacturing Capabilities

Zhiweiguan operates multiple food processing plants equipped with:

• Automated pastry molding and baking lines
• Cryogenic freezing and vacuum packaging facilities
• R&D centers for product innovation and flavor enhancement

Production is standardized under HACCP and ISO22000 food safety management systems, ensuring consistency and compliance with both domestic and export regulations.

Certifications and Compliance

• ISO22000 Certified for food safety
• HACCP-compliant
• Recognized as a Zhejiang Famous Trademark
• Awarded “China Time-Honored Brand” status by the Ministry of Commerce
• Products tested to meet export food safety standards for additives and heavy metals

Market Segments and Target Audience

Zhiweiguan serves a diverse customer base, including:

• Traditional food lovers
• Festival gift consumers
• Chinese expatriates overseas
• Retail chains (e.g., supermarkets, airports, tourist shops)

The company tailors its branding and packaging to resonate with culturally aware, middle-to-upper-income consumers who seek nostalgic and premium food experiences.

Customer Sentiment and Recognition

Zhiweiguan is consistently rated as a top mooncake brand in Zhejiang and nearby regions. Consumer feedback frequently highlights:

• Authentic taste
• Beautiful and festive packaging
• Reliability during peak gifting seasons

It has been covered in media outlets such as CCTV and Zhejiang Daily, often during traditional festivals and cultural celebrations.

Key Achievements

• Over 100 years of culinary heritage transitioning into industrial-scale food production
• Multiple wins in Chinese Food Industry Quality Awards
• Seasonal product collaborations with luxury retailers and cultural institutions
• Recognized as a benchmark enterprise for mooncake innovation in East China

Hangzhou Zhiweiguan Food Co., Ltd. exemplifies how a historic food brand can remain relevant in modern times by balancing cultural preservation with technological advancement and evolving consumer preferences.