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Time-honored Shanghai Hero (Group) Co Ltd held its new product launch in Shanghai on Tuesday, unveiling co-branded products with a local cultural creative brand, previewing the collaboration with Shanghai Film Infinity, and signing a partnership agreement with JD's notebook category.

Meanwhile, the group unveiled 12 new products for 2025 across three major series — Creative Products of Red Culture, IP Collaboration and Category Expansion — through multimedia presentations and on-site sample viewing for ordering.

"These innovations are not just technological breakthroughs, but also a profound response by the Hero brand to the needs of consumers and our brand's commitment to social responsibility," said Li Lili, chairman of Shanghai Hero (Group) Co Ltd.

2025 marks the 100th anniversary of the founding of Shanghai Fine Stationery Co Ltd (Shanghai Ink Company), a subsidiary of Hero Group, as Hero Ink celebrates its centenary. Meanwhile, Hero fountain pens have a 94-year legacy, from the debut of the first bottle of domestic premium ink to becoming a benchmark in "Chinese fountain pen ink manufacturing".

In 2014, Hero Ink was recognized as a Shanghai Time-honored Brand, and in 2024, the Hero brand was awarded the China Time-honored Brand by the Ministry of Commerce.

In response to changing market dynamics and evolving consumer preferences, Hero faces challenges. Xia Junbao, general manager of Shanghai Hero (Group) Co Ltd, introduced the "Hero+" strategy, focusing on product diversification, design innovation, cultural integration, and technological advancements to transition Hero into a cultural lifestyle brand.

Emphasizing "open cooperation", the strategy seeks collaborations with design firms, tech companies, and creative platforms to drive product, technology, marketing, and channel innovations, revitalizing this time-honored brand for the future.

Zhang Zhan, chairman of the Shanghai Promotion Center for City of Design, believes that "time-honored brands" present a paradox. While internationally renowned historic brands still lead trends, domestic time-honored brands should not cling to their legacy or rely on support, but rather address their own interpretation and development challenges. "It is important to better guide these classic time-honored brands to focus their core on younger consumer groups," he said.

Zhang noted that the premium Zhenpin Series, launched in collaboration with Hero, has drawn excellent feedback, including the Bund Architecture Series featuring elements from landmarks like the Customs House and Peace Hotel, which embody Shanghai's cultural heritage.