On the afternoon of December 29, the second floor of Wang Jia Sha's main store at 805 West Nanjing Road buzzed with excitement. Steam from food steamers mingled with the melodious notes of Pingtan as Wang Jia Sha, a China Time-honored Brand, celebrated its 80th anniversary. Artists from the Shanghai Pingtan Troupe joined guests to experience a feast of flavors and music, creating a vibrant tribute to intangible cultural heritage.
As a hallmark of Shanghai’s pastry culture, Wang Jia Sha has evolved for 80 years, reflecting the city’s rich culinary heritage. In 1945, Yao Zichu, then Section Chief of the Advertising Department at Shun Pao, opened a store at 805 West Nanjing Road. He named it "Wangjiashe" after the local place name, but as the character "she (厍)" was uncommon, it became known as "Wang Jia Sha"—a name still in use today. The brand employs renowned chefs and embraces a "fresh and approachable" philosophy, earning its reputation with four classic creations known as the "Four Famous Pastries" and a range of seasonal specialties. Its craftsmanship is recognized as a Shanghai municipal intangible cultural heritage. In 2024, the brand ranked 25th among the Top 500 Chinese restaurants, solidifying its status as a time-honored symbol of the city's heritage.
With a star-studded lineup, the event was hosted by Wu Xinbo, CLASS-I Performer and Vice Chairman of the China Quyi Artists Association. The repertoire was carefully selected, with the highlight being the customized piece, The Story of Wang Jia Sha, performed by Gao Bowen, President of the Shanghai Pingtan Troupe and Representative Inheritor of National Intangible Cultural Heritage.
Gao Bowen said in an interview about the collaboration, "I am delighted and excited. Wang Jia Sha sits right across the stage. From the older generation to ours and to the younger generation, many people have grown up enjoying Wang Jia Sha's pastries. I have a deep connection to Wang Jia Sha. When I was a child, my mother, who lived nearby, often brought me here for snacks. The flavors of zongzi and pan-fried pork buns still hold a special place in my childhood memories."
Moved by this deep bond, Gao Bowen composed a special piece centered on Wang Jia Sha’s rich history and humanistic stories. "To celebrate the 80th anniversary, I want to tell Wang Jia Sha’s story through Pingtan, sharing the brand’s transition from "Wangjiashe" to "Wang Jia Sha", its founding spirit, and the legacy of craftsmanship. Happy 80th birthday to Wang Jia Sha. May everyone enjoy Wang Jia Sha’s snacks for good fortune, longevity, and health."
On behalf of the Shanghai Pingtan Troupe, he extended New Year wishes: "With 2026 approaching, many young performers have joined us today. We wish you a joyful Year of the Dragon, abundant vitality, family happiness, and all the best!"
At the event, Aunt Li, an elderly customer with gray hair, shared the pan-fried fresh pork buns she just bought with reporters. "These are my favorite. With crispy skin and juicy filling, they taste just like they did decades ago," she said. "Today, guests enjoy Pingtan and traditional snacks, delighting in the enduring success of this celebrated brand." Many longtime diners came especially for the celebration, reminiscing about cherished culinary memories evoked by delicious pastries and Pingtan melodies.
Beyond the heartfelt customized piece, Sheng Biyun, an outstanding young actress, performed the Beautiful Scenery of Suzhou, portraying the gentle charm of Jiangnan’s water towns. CLASS-II performer Xu Yifeng brought to life the refined elegance of classical literature with the West Chamber – The Banquet. Young actors Ji Yiyang and Zheng Mingqiu showcased the new generation's dedication to Pingtan heritage through the piece Yingying Plays the Qin. The event drew continued applause and cheers from the audience.
Marking Wang Jia Sha's 80th anniversary, the celebration highlighted the theme of "Intangible Cultural Heritage Integration and Elegant Charm Inheritance". Featuring Pingtan performances and displays of intangible cultural heritage pastries, the event reflected the brand's eight decades of tradition and innovation. As a time-honored brand representing Shanghai's food culture, Wang Jia Sha remains committed to traditional craftsmanship while seeking innovations, offering consumers products and experiences that blend cultural heritage with contemporary trends.