Case Study 02
A New Wave of Chinese Culture:
A Century-old Brand,
Culturally Reawakened
Yufangzhai "Heritage, Freshly Made" Brand Rejuvenation Campaign
Through cultural reinterpretation and a new visual identity, we helped Yufangzhai, a traditional pastry brand with 120 years of history, shed its dated image and build renewed relevance among Gen Z.
Project overview
Project overview
Client
Yufangzhai
With 120 Years of History
A Traditional Pastry Brand
Item
Heritage, Freshly Made
A Century-old Brand
Brand Rejuvenation Through PR
Objectives
Ages 20–35
Gen Z and
Millennial Consumers
Core PR Objectives
Break Stereotypes
Overturn entrenched perceptions of a dated brand reserved for festive occasions
Reconnect Emotionally
Rebuild the brand's emotional connection with Gen Z through cultural PR initiatives
Grow Awareness and Affinity
Increase brand awareness and affinity among target audiences
Challenge
Challenges & Insights
Market Challenge
Yufangzhai's commitment to traditional craftsmanship had also left it carrying the weight of its own history.
Its visual identity, packaging and communications had fallen out of step with younger consumers, while emerging brands with strong social followings were rapidly eroding its market share.
Key Insight
Gen Z isn't rejecting tradition; it's rejecting"dated aesthetics and preachy messaging"。
Confident in their cultural identity, they embrace Chinese brands with compelling stories and striking design.
Core insight
"What they want goes beyond nostalgia. They want'rebirth'—a contemporary artistic expression of traditional cultural DNA."
Communications strategy
Communications strategy
Cultural Reinterpretation and Community Engagement
Qingmei Future developed a communications strategy centered on dismantling conventions to create something new. Its core idea:"Deconstruct Tradition. Reimagine the Visual Identity."。
We went beyond packaging to uncover cultural symbols within the brand's DNA, including the "Five Auspicious Beasts" from its founding legend. Reinterpreted as distinctive, contemporary graphic icons, they became social currency people wanted to share.
Drawing on extensive research into Yufangzhai's brand archives, the Qingmei Future team distilled its intricate traditional motifs into a visual identity that balances classical beauty with modern simplicity.
Why Qingmei Future
Cultural Depth
Deep expertise in art history and cultural research
Visual Translation
Exceptional ability to translate ideas into visual symbols
Design as art
Designing “edible works of art”
EXECUTION
Execution highlights
Campaign Centerpiece
A museum-inspired pop-up
Location:Shanghai Xintiandi
Duration:10 days
Concept:“A New Taste of Time” intangible cultural heritage pop-up
The space became an all-white “time tunnel,” with its only color coming from a neon installation of the “Five Auspicious Beasts,” reimagined by Qingmei Future.
Rather than selling pastries, the pop-up revealed the craft behind them, treating ingredients as part of the installation.
PR gift box
Creating momentum with influencers
Limited-edition “Five Blessings” PR gift box
Designed as a drawer-style mystery box, with each drawer revealing an auspicious beast and a new flavor.
The gift boxes were not for sale. They were sent exclusively to300+more than 300 KOLs and KOCs across fashion, food and the arts.
Recipients were invited to share their unboxing experiences, turning the boxes’ limited availability and striking design into a social media talking point.
Communications Mix
Building momentum across channels
Media relations:Fashion and interiors publications including VOGUE and ELLE DECO were invited to explore what happens when intangible cultural heritage meets contemporary design.
Social media:On Xiaohongshu and Bilibili, the pop-up’s visual appeal and the gift box’s limited availability helped spark user-generated content.
Content strategy:Pop-up videos, unboxings and design stories created multiple ways to engage audiences.
Results
Measurable outcomes
150%
Greater awareness
Growth in brand awareness among the target audience aged 20–35
80%
Fewer negative associations
A marked decline in mentions of negative labels such as “old-fashioned”
Social engagement
3000%
Growth in user-generated posts on Xiaohongshu, with several receiving more than 10,000 likes
User Growth
40%
One month after the event, the share of younger customers across e-commerce channels had increased.
Product success
5 seconds
Time taken for the limited-edition gift box reissue to sell out
Industry Influence
Flagship Case Studies
A benchmark for revitalizing heritage brands
Key achievement
From “old-fashioned” to a new favorite in Chinese-inspired design
The project became a benchmark for revitalizing heritage brands and earned Qingmei Future industry recognition for its ability to reimagine culture through design. Yufangzhai moved beyond its traditional image to become a new favorite among younger consumers.
Methodology
Our Approach
A three-step approach to cultural reinvention
1. Research the archives:Explore the brand archives to find cultural symbols with contemporary potential.
2. Translate through design:Distil and reinterpret traditional elements as a modern visual language.
3. Bring it to life through experience:Create immersive spaces that bring cultural traditions to life.
Principles for engaging younger audiences
Lead with visual appeal:Visual design must meet contemporary expectations.
Make it shareable:Design must give people something worth sharing.
Emotional resonance:Build emotional connections through stories, not lectures.
