The Xiamen Municipal Bureau of Commerce and other four departments recently jointly issued the "Three-Year Action Plan for Promoting Reform and Innovation of Time-Honored Brands in Xiamen (2024-2026)".

The action plan includes six main directives and a total of 19 measures, such as increasing protection efforts, improving the inheritance system, and enhancing the cultivation of talent for time-honored brands.

Accordingly, Xiamen will standardize the names of time-honored enterprises and the use of time-honored brand logos and registered trademarks.

The city will support time-honored enterprises in conducting overseas intellectual property (IP) protection activities and encourage collaboration with national-level IP protection departments and Fast IP Centers to safeguard the rights of time-honored brands, providing a rapid assistance channel for legal protection to these enterprises.

Harnessing the role of industry chambers of commerce, intermediary organizations, and institutions in industry research, standard setting, industry self-regulation, and cooperative exchanges, Xiamen aims to build a strong collaborative force to boost the protection, reform, and innovative development of time-honored brands.

Furthermore, enterprises that have been awarded the title of "China Time-Honored Brand" will receive a one-time reward of 200,000 yuan ($27,600).

The action plan is intended to serve as a guide for time-honored enterprises in enhancing the exploration and organization of cultural resources. This involves establishing "Time-Honored Brand Digital Museums" to preserve and showcase the historical development materials of these brands using digital technology.

Additionally, support will be provided for the conversion of idle public buildings, such as Shapowei, into public experience centers, which will host free exhibitions featuring representative and locally-distinctive time-honored and intangible cultural heritage brands.