Various blue calico products are showcased at the three-day intangible culture-themed event, which was held in Nantong from Dec 18 to 20. [Photo provided to nantong.gov.cn]

The three-day intangible culture-themed event concluded in Nantong, East China's Jiangsu province, on Dec 20.

Sixty-five time-honored brands in Nantong and other cities in Jiangsu showcased their products at the event, and time-honored brands in Nantong have been seeking revitalization via innovation over the past several years.

The Meng Family's Crab Meat Bun is one such time-honored brand. According to Meng Yufang, a fourth-generation practitioner of the Meng Family's crab meat bun-making techniques, they have adjusted the fillings and the size of the bun to better satisfy modern tastes.

At the booth of Cao Yuxing Dyehouse, more than 10 different kinds of blue calico products, including stuffed toys, scarves, and notebooks, were on display, attracting a large number of young people.

"Blue calico seems to only be used by old people," said a Nantong resident surnamed Liu, "It never occurred to me that the cloth can be made into something trendy."

Other time-honored brands in the city have also made innovations to appeal to younger generations. Xiting cracknel now features less sugar and oil and more flavor, while the Laowanhe rice cake has developed new products such as black rice cakes and flower-shaped rice cakes.

Nantong is currently home to 42 time-honored brands involved in the textile, catering, retail, medicine, handicraft and food processing sectors.