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Shengzhou Xiaolongbao, a signature dish of Shengzhou cuisine, is now featured in more than 30,000 outlets nationwide, having expanded to 21 countries and regions, including the United States, the United Kingdom, and Russia. With an industry scale exceeding 20 billion yuan ($2.7 billion), it has become a prime example of Zhejiang's small snacks becoming a big industry.

Shengzhou Xiaolongbao. [Photo/Tide News]

The 2025 Shengzhou Xiaolongbao skills competition. [Photo/Tide News]

Shengzhou snacks previously faced challenges, including a lack of standards and recognizable brands. In 2018, Shengzhou launched the unified branding initiative, standardizing store signage and introducing seven group standards to regulate the production process of Xiaolongbao. So far, over 6,200 stores have undergone unified branding upgrades, resulting in an average revenue increase of approximately 20 percent.

Shengzhou has also introduced various policies to support the snack industry, encouraging businesses to develop e-commerce livestreaming and expand sales across multiple channels. The city has also collaborated with KFC, ventured into airline catering, and entered overseas markets.

A Shengzhou Xiaolongbao production enterprise. [Photo/Tide News]

Through public welfare skills training programs, Shengzhou has trained over 20,000 Xiaolongbao specialists, creating more than 100,000 jobs and generating an average annual income of nearly 120,000 yuan per person.

Shengzhou has also established a product traceability system and developed a regional public brand, promoting the standardization, branding, and internationalization of the Xiaolongbao industry.