Jointly hosted by the Shandong Provincial Department of Commerce and the Palace Museum, a Chinese New Year celebration featuring the country's dazzling time-honored brands will be held from Jan 28 to Feb 10 at the garden of Cining Palace of Forbidden City in Beijing.

The so-called time-honored brands, or "laozihao" in Chinese, refer to companies that sell products with famous names and long histories. More than 60 percent of them are engaged in pharmaceuticals, food and catering.

About 150 time-honored brands from 10 provinces and cities, including Beijing, Tianjin, Shanghai, Jiangsu province, Shandong province and Zhejiang province, will participate in the event, offering a dazzling display of snacks, traditional goods for use during the Spring Festival, cultural supplies, featured handicrafts and intangible cultural heritage items.

Around 45 Shandong-based enterprises will take part in the event to present and promote the province's century-old traditional brands and unique culture.

Shandong delicacies and specialties such as Dezhou braised chicken, Zhoucun sesame seed cake, Longsheng pastry, Wangcun vinegar and Tsingtao Beer will satisfy customers' desire to purchase necessities for the upcoming Chinese New Year.

Ancient imperial tributes consecrated from Shandong such as ejiao (donkey-hide gelatin, a traditional Chinese health improvement product), millet and Yutang pickles will also be displayed at the event.

Wang Hongping, deputy director of the Shandong Provincial Department of Commerce, said that some of Shandong's popular featured handicrafts such as Boshan glaze products, Mount Tai mahogany carving and Zhangqiu iron wok will also be promoted at the event.

"Tourists from all over the world can experience the unique skills and cultural charm of time-honored brands while visiting the Palace Museum," said Wang.

"The event will help to present Shandong's time-honored brands in an all-round way and increase the international profile of Shandong culture."

Supported by the Ministry of Commerce, the Ministry of Culture and Tourism and the Shandong Provincial Government, the event will help to revitalize the time-tested brands and preserve culture and memories for future generations. They'll also add a festive atmosphere to Spring Festival, the most important festival of the year of China.

A woman shows a box of ejiao at a pharmacy in Qingdao, East China's Shandong province. The ejiao product is produced by Shandong-based Dong'e Ejiao Co Ltd, China's largest donkey-hide gelatin producer. [Photo/IC]

Beer produced by Tsingtao Brewery Co Ltd is pictured at a supermarket. Tsingtao Brewery, headquartered in Qingdao, Shandong province, has revived through reorganization and become one of the country's most valuable traditional brands. [Photo/VCG]