Many people may not know that the well-known Xinghualou Group was originally just a night snack shop, opened by Cantonese people "Shengzai", mainly engaged in Guangdong desserts and Cantonese porridge products, founded in 1851, has been quite large-scale, with more than 20 characteristic hotels and restaurants such as Xinghualou, Xinya Cantonese Restaurant, Yangzhou Hotel, Xiangmanlou, Gongdelin, etc., and is the group enterprise with the most time-honored restaurants in Shanghai and even the whole country.
 
The Shanghai mooncake market was initially dominated by Suzhou-style mooncakes, but since 1928, when Xinghualou first launched Cantonese-style mooncakes, the Shanghai mooncake market has gradually changed, and the share of Cantonese-style mooncakes has been increasing. At present, the total sales volume of moon cakes under the name of Xinghualou Group, Xinya, Gongdelin and Xinghualou accounts for almost half of the Shanghai market, among which Xinghualou Restaurant moon cakes have been rated as "Top Ten National Cakes" for many years, and are deeply loved by consumers.
 
After several generations of hard work and experience accumulation, this set of precious recipes includes 109 unique mooncake recipe processes, which have now become the brand equity of Xinghualou and are kept in the safe deposit box of Shanghai Pudong Development Bank. In 2007, Xinghualou mooncake making process was also rated as "Shanghai Intangible Cultural Heritage".
 
The packaging of "Chang'e Running to the Moon" is a major feature of Xinghualou moon cakes, which was originally painted by the famous Shanghai painter Hang Zhangying, "The Mid-Autumn Moon is brighter in August, and Chang'e dances in the month" as the box surface. In the 70s and 80s of the 20th century, the well-known painters Tang Yun and Li Mubai were invited to draw the "Chang'e Running to the Moon" picture, which became the packaging of the Xinghualou carton and iron box, and has been used to this day, becoming the most familiar moon cake logo for the people of Shencheng.
 
Bean paste, milk coconut, lotus seed paste and Wu Ren are known as the "four King Kongs" of Xinghualou moon cakes, the materials are very particular, the bean paste adopts Haimen special grade Dahongpao, lotus paste selects macaroni Xianglian, coconut paste is Hainan special grade coconut shred, the olives in the five kernels come from Xishan, Guangdong, as well as Zhejiang Beishan almonds, Yunnan Touluo walnuts, high-quality melon seeds and sesame seeds. The fresh ingredients are wrapped in the crust, controlled by different heat and baked evenly, after the unique "oil return" process of Cantonese moon cakes, the entrance is crispy and oily, and the price is between 50-65 yuan, which is very close to the people.
 
Coconut Emperor Liuxin is a new flavor newly developed by Xinghualou in recent years, and the market response is good, so it has launched chestnut paste Liuxin, both of which use innovative Liuxin technology, adding coconut milk yolk and chestnuts to the filling, the taste level is richer than Maxim's Liuxin custard, but the delicacy is slightly insufficient, and there is a grainy feeling. In addition, egg yolk lotus paste, rose bean paste, exotic beef and other materials are all superior, and the price is around 50 yuan, which is cost-effective.