A specialized fair opened in downtown Shanghai on Friday, aiming at breathing new life into China's time-honored brands and bolstering their appeal among modern consumers.

The event serves as a key platform to showcase the heritage of these iconic labels by integrating traditional craftsmanship with contemporary market trends.

A total of 44 quality time-honored brands gathered at the fair showcasing their classic products and innovated versions.

"We saw many new products [of the time-honored brands]. They are improved versions," said Chang, a local resident.

Time-honored brands are the pacesetters of Chinese industrial and commercial development. They embody a mix of fine Chinese cultural traditions, the nostalgia of everyday life, and rich economic and cultural values, making them popular among consumers.

In recent years, Shanghai has stepped up its efforts to nurture and support these brands, encouraging them to preserve their heritage while driving growth through innovation, thereby helping to continuously stimulate consumer demand.

Some brands maintain an annual product refresh rate of around 30 percent and have launched numerous hit products through cross-industry collaborations and business model innovations.

"Young designers make up a large proportion of our team. We also do collaborations with popular IP characters, using modern aesthetics to reinterpret traditional crafts in our designs," said Cao Jingyi, a jewelry designer from a Chinese time-honored brand.