|

Yellow rice wine jars are placed at a workshop in Nancun village, Yuecheng district, Shaoxing. [Photo/VCG]

Starting May 1, Shaoxing will enforce new legislation aimed at preserving and vitalizing its rich legacy of time-honored brands.

The Regulations on the Protection and Development of Shaoxing Time-Honored Brands mark the city's first legal framework focused specifically on cultural brand heritage. With 166 officially recognized brands — including 17 national and 46 provincial-level time-honored brands — Shaoxing ranks near the top in Zhejiang for brand legacy.

Unlike similar laws elsewhere, the new regulation puts cultural inheritance front and center. It expands the definition of protected assets beyond names and trademarks to include workshops, factory sites, traditional craftsmanship, customs, manuscripts, and historical media.

Notably, it also grants legal recognition to long-respected folk brands that may not be officially registered but enjoy wide public trust.

The law supports old-brand businesses in setting up shop in heritage districts, commercial centers, and tourist hubs. It also encourages crossovers with tourism and creative industries, and backs efforts to open museums and exhibition spaces for public engagement.

Situated at the nucleus of the State of Yue during the Spring and Autumn Period (770-476 BC), Shaoxing is a focal point for legendary narratives, including stories of Emperor Shun's agricultural pursuits, Emperor Yu's gatherings of feudal lords at Kuaiji Mountain, and the mausoleums of the Southern Song Dynasty (1127-1279).

The profound integration of ancient cultural legacies into Shaoxing's contemporary social fabric underscores its cultural continuity. These customs permeate various facets of daily life, from ceremonial rituals to culinary traditions.

Shaoxing proudly boasts 26 national-level intangible cultural heritage items, alongside 86 provincial-level representative projects and 261 municipal-level endeavors.