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Shengzhou Snacks flagship store opens in Hangzhou, Zhejiang province, on June 29. [Photo/Tide News]

The Shengzhou Snacks flagship store opened by Hangzhou's West Lake on the morning of June 29. The opening ceremony featured live Yueju Opera performances.

Wang Zhigang — the store's general manager and a native of Shengzhou, a county-level city under Shaoxing — has over 30 years of experience in the snack industry.

He selected the Long Bridge — the site of the "Farewell for 18 Miles" scene in the classic Yueju Opera Butterfly Lovers — as the store's location, aiming to combine Shengzhou's culinary traditions with its rich opera culture to attract global visitors.

In recent years, Shengzhou has modernized its snack sector. The shift from Hangzhou-style steamed buns to the Shengzhou Snacks brand represents a strategic upgrade.

By building a three-tier system — regional public branding, state-operated flagship branding, and distinct enterprise branding — Shengzhou has achieved standardization in techniques, modernization in operations, and professionalized branding.

Shengzhou Snacks now has outlets in locations such as Lu Xun Native Place and Tongji University. The city plans to continue its initiatives to promote the brand. With the help of the social media, Shengzhou aims to explore new consumption scenarios, allowing more people to experience the unique charm of its snacks and culture.