Workshop inside the Xiting Crispy Biscuits Factory. [Photo provided by Bei Duomin to en.nantong.gov.cn]

Many Nantong natives harbor cherished memories of Xiting crispy biscuits dating back to their childhood. The freshly baked biscuits, infused with the warm aromas of wheat and olive oil, waft from one factory's storefront windows, enticing passersby to stop and wait in line to snap some up.

With over 40 years of history, this factory has kept a grip on its market position by embracing modern equipment while retaining traditional techniques. From January to November 2025, its sales exceeded 20 million yuan ($2.86 million), marking an increase of over 3 million yuan compared to the same period last year.

"The key to our success is staying true to our roots while keeping pace with the times," said Zeng Weihua, chairman of the Xiting Crispy Biscuits Factory. "This year, we've introduced many new varieties that, with their low-fat and healthy appeal, have attracted health-conscious groups and young people. This shows that when traditional flavors innovate in the right direction, they can captivate the new generation of consumers."

Inside the production workshop, 12 smokeless rotary ovens operate at a steady pace, maintaining a precise and constant temperature. This ensures the biscuits are evenly heated with a golden color, completely eliminating the smoky taste and burnt edges of traditional coal-fired copper ovens.

Master Wang, an experienced craftsman, demonstrates with a rolling pin. "The dough needs to rest for 40 minutes, with the water temperature controlled at 25 C. The dough must be rolled as thin as a cicada's wing, and the layers are achieved by manually folding it 28 times to achieve the desired crispiness," he said.

"We upgrade the equipment and optimize the ingredients – not to replace tradition but to ensure that our craftsmanship can endure and thrive," Zeng said. "Today's consumers are increasingly health-conscious, so we use olive oil and corn oil and incorporate whole grains like oats, buckwheat, and sorghum. But the core techniques, such as hand-kneading and the 28-layer folding process, remain unchanged. Altering them would mean these are no longer Xiting crispy biscuits."

The company is investing 20 million yuan to build an intangible cultural heritage exhibition hall, which is currently under construction. The hall will feature three main areas: a craft display area, an interactive experience area, and a cultural and educational area. It is expected to open to the public in March.

"Our next step is to have veteran craftsmen mentor young apprentices, passing down the complete set of skills in kneading, layering, and baking without reservation," Zeng said. "Additionally, we will collaborate with local primary and secondary schools to let children experience the charm of traditional craftsmanship up close."