Every city has a type of cuisine that represents the eating experience during travel — just as you have Quanjude roast duck in Beijing or Goubuli buns in Tianjin. Almost every city also has a century-old brand that draws people in. ButChangchun, in terms of tourism impressions, lacks a well-known tourism card.
When mentioning Changchun, visitors from other places might think of the Changchun Film Studio,Jingyue Lake, the automobile factory, Errenzhuan (a traditional folk performance), stewed dishes, but the most famous is the Puppet Emperor’s Palace — the residence of Puyi, the puppet emperor of Manchukuo supported by Japan. It is a must-visit place when traveling to Changchun, and the name “Zhen Butong” actually originated from Puyi’s love for good food.
The century-old catering brand — Zhen Butong — is located southwest of the Puppet Emperor’s Palace. The culinary techniques of Zhen Butong originated in 1896, the 22nd year of the Guangxu reign in the Qing Dynasty, making it 123 years old to date. In the 1940s, it got its name from the last emperor, Puyi. At that time, Puyi was celebrating Zheng Xiaoxu’s birthday. After enjoying fine food and wine, he still felt something was missing, so he sent his servants to the market to buy local specialties. The group went to a street-side sauce meat shop and bought some cooked food. After tasting it, Puyi repeatedly exclaimed, “Zhen Butong, Zhen Butong” (meaning “truly different”), hence the name. After the founding of the People’s Republic of China, in 1956, it became part of the public-private partnership system and has been located next to Yongchun Road, a century-old street in Nanguan District, Changchun City, Jilin Province, ever since. Its address has never changed, nor has it opened any branches. From 1966 to 1976, it was renamed “Sixin Sauce Meat Shop.” After 1976, it resumed its original name Zhen Butong, which remains to this day.
Zhen Butong has always adhered to the philosophy of “a century of heritage, consistent quality.” Over the past hundred years, it has continuously refined its offerings, inherited traditions, and promoted the spirit of craftsmanship, building the golden brand of “Century-old Zhen Butong.” For first-time visitors to Changchun, this is a great place to go — a steamer of soup dumplings, a plate of pickled vegetables, and a pot of locally brewed liquor will surely live up to your enthusiasm for seeking beauty in the snow. Surrounded by pavilions, carved beams, and painted rafters, it feels as though time has stopped. Your truest soul enjoys a greeting from the Qing Dynasty. As the saying goes, “If you haven’t been to Zhen Butong, you haven’t been to Changchun.” For generations of locals, it has not only witnessed the changes of the city but also the development of Zhen Butong. Countless families have eaten here — grandparents, fathers, sons, grandchildren, during festivals, seasonal celebrations, family gatherings — you name it. One could say that a century of Zhen Butong is half the history of Changchun.
Such a brand, in just forty short years from the reform and opening-up to now, has become less well-known due to rigid marketing thinking, insufficiently precise communication with younger demographics, and an aging consumer structure. It has faded from being a city-branding dining spot in Changchun to an ordinary eatery. Today’s youth no longer have the custom of eating at Zhen Butong during holidays, and out-of-town visitors don’t know what local specialty food to bring back for friends and colleagues when leaving Changchun.
Only craftsmanship can live up to people's hearts.
In 2017, Zhen Butong underwent a brand upgrade, firing the first shot in revitalizing this century-old brand and restoring Zhen Butong. With the formation of a new management team and the introduction of younger management philosophies, this time-honored brand has regained its youth. This brand upgrade of Zhen Butong not only highlights the essence of traditional culture more prominently in image, but also inherits the century-old spirit in design and philosophy. No matter how technology or the world changes, quality must remain unchanged — as the saying goes, “Only craftsmanship can live up to people's hearts.” In addition to closely aligning with traditional cultural themes, the brand upgrade of Zhen Butong also adopts youthful language in communication and incorporates diverse design elements for innovation, keeping up with the times and connecting with the future. It showcases both the perseverance and inheritance of master craftsmen and the innovation of many young faces. The mentor-apprentice tradition of Zhen Butong also reflects the corporate philosophy of cultivating and promoting the spirit of excellence and passing down traditional skills. This upgrade also aims to reshapeChangchun’s tourismculinary culture card, adding deeper significance to the city’s tourism food culture.
Respect tradition without being confined by it; innovate without losing the essence.
Century-old brands have long attracted consumers with their traditional craftsmanship and high quality. But in field research, we found that to some extent, many old brands can no longer meet the needs of consumers — many older generations feel they’ve “lost their original flavor,” while many young people find them “too outdated.” Locals don’t like them, and outsiders don’t understand them. Zhen Butong is one of the better ones — older generations don’t feel it’s changed and remain loyal, but younger people already find it outdated.
The root cause, ultimately, is a lack of innovation. Currently, some old brands have overly outdated marketing methods and are not adept at using ways that appeal to younger audiences. Branding also lacks appeal for young people. Coupled with insufficient investment in product technology and R&D, they naturally push consumers away. Therefore, if old brands want to innovate, they need to break free from rigid conventions, adopt good ideas and concepts, thereby ensuring their continuation.
This brand upgrade of Zhen Butong fully considers the characteristics of young people and the features of Internet+, re-establishing WeChat and Weibo platforms, launching a WeChat ordering system and food delivery platform that are more in line with young people’s habits and offer more convenient service for guests. At the same time, a Zhen Butong Research Group was formed, carrying out service and product upgrades combining the 24 solar terms, Zhen Butong’s pickled vegetable series, and its soup dumpling series. Innovations were made in marketing, products, and services, allowing many residents of Changchun to see a brand-new image of Zhen Butong, reshapingChangchun’s foodscene and offering out-of-town tourists a clearer and more accurate gourmet experience.
Reviving Zhen Butong to create another tourism card for Changchun
Century-old Zhen Butong has witnessed the lifestyle changes of Changchun residents and the evolution of the city. Under the current national advocacy of promoting traditional culture as a key task, Zhen Butong’s brand upgrade coincides perfectly with the country’s call. Today’s Zhen Butong has truly taken up the banner of revitalizing century-old brands. Through the first step of brand image upgrade, it has firmly taken the first step in restoring Zhen Butong. As Zhen Butong executives have said: “Changchun lacks a star brand as a food tourism card. Beijing has Quanjude, Tianjin has Goubuli, and I hope it will be Zhen Butong in Changchun. Through this brand upgrade and future innovations, we aim to create a cultural experience line for out-of-town tourists coming to Changchun: eat at Zhen Butong, visit the Puppet Emperor’s Palace, ride in a Red Flag car, climb Changbai Mountain, and watch Errenzhuan.” This vision has also been recognized by various cultural, historical, culinary experts and scholars at the provincial and municipal levels, who have offered ideas and suggestions.
Note:
Zhen Butong is a long-renowned century-old catering brand in Changchun. As a brand that has witnessed the commercial prosperity and historical changes of Changchun, it carries the memories of the people of Changchun and embodies the improvement of their quality of life and historical development. It can be said that “Century-old Zhen Butong is half the history of Changchun.” The name “Zhen Butong” is written in the calligraphy of Puyi. There’s a saying among the people: “If you haven’t been to Zhen Butong, you haven’t entered Changchun.”
Zhen Butong mainly serves smoked and sauce-based dishes, a taste beloved by the people of Changchun and a nationally famousChangchun specialty.It is said: “Authentic Zhen Butong, genuine Changchun flavor.” Especially dishes like Zhen Butong flavored small intestines, Zhen Butong shredded chicken rolls, Zhen Butong amomum pork trotters, Zhen Butong dried sausages, and Zhen Butong vegetarian chicken tofu are daily household dishes and drinking delicacies for the people of Changchun. Later, northern-style soup dumplings were introduced from inland China and, after more than 30 years of refinement and adaptation, gradually developed a unique Changchun flavor, beloved by the general public, earning the title “No. 1 Soup Dumpling in Spring City.” Zhen Butong has also inherited over 20 classic old Changchun dishes such as Snow Skin Red Bean Paste, Fried Pork in Sweet and Sour Sauce, Zhen Butong Braised Large Yellow Croaker, and Fried Eggplant Pockets. It’s said: “Where can you find authentic old dishes? Still at century-old Zhen Butong.”