At the end of August, Beijing Daoxiang Village Store No. 0 officially opened. Taking advantage of the weekend, I excitedly went to visit the store. This century-old Chinese pastry brand chose to reopen at No. 152 Dongsi North Street, Dongcheng District, which is the former site of its first sales department.

According to the official introduction, No. 1 store is positioned as a specialty store integrating folk customs, food, culture, and urban memories. For example, in addition to famous brand products such as roast beef tongue cake, the store also has a full-face cake cultural science wall display. In addition, elements such as Peking Opera, Chinese chess, and the Four Treasures of the Study were also creatively printed on the cake cover.

The innovation bottleneck of century-old brands is a recognized problem. In today's busy world of national trends, it is a good idea to combine brands with traditional culture. Daoxiang Village is nothing more than that.

This pastry brand with many memories in old Beijing has been exploring new things in recent years, including setting up new sub-brands, co-branding, promoting nostalgic products, and trying to regain people's attention.

I still want to introduce Beijing Daoxiang Village. Many friends from the south may be more familiar with Daoxiang Village in Suzhou. Su and Bei have been fighting for more than ten years over the issue of "who is the master?"

In September 2018, the Beijing Intellectual Property Court issued a first-instance judgment on the trademark infringement dispute and unfair competition between the two parties, requiring Suzhou Daoxiangcun to stop using the "Daoxiangcun" trademark on "dumplings, mooncakes, pastries" and other products. However, a month later, the Suzhou Industrial Park Court of Jiangsu Province ruled in the first instance that Beijing Daoxiang Village had infringed the exclusive trademark rights of Suzhou Daoxiang Village.

In general, Suzhou Daoxiang Village was founded relatively early, with the store opening as early as 1864.

In 1895, Guo Baosheng, a Nanjing native, led several men to the north, brought "Southern pastries" to Beijing, and founded the "Daoxiang Village Southern Goods Store", which is now Daoxiang Village in Beijing.

After war and other twists and turns, this time-honored Chinese pastry shop finally reopened in 1984 on Beixinqiao Street, Dongcheng District. This is also the origin of the current location of Daoxiang Village Shop No. 0.

Exit C of Zhangzizhong Road of Metro Line 5 and go straight along Dongsi North Street. After crossing the road, you can see the lively crowd in the distance. The signboard of "Lingdian" hangs beside the door, the vermilion wooden door and the gray brick walls blend in with the surrounding hutong living area, making it feel familiar to old Beijing.