Fu Sheng Long in Heshun Ancient Town of Tengchong 

Fu Sheng Long (福盛隆) is a patriotic merchant association founded during the Republic of China era in Mandalay, Myanmar, and is located in Heshun Town, Tengchong County, Yunnan Province.

The company traces its origins back to 1885 and began its brand expansion in 2012. By 2022, Fu Sheng Long took a strategic step of expanding beyond Yunnan, launching a national chain operation. By 2024, Fu Sheng Long had established a strategic framework of “Guangzhou Headquarters Empowerment Center + Foshan New Media Operations Center + Directly-operated stores in Yunnan, Guangzhou, and Hainan.”

Over its long history, Fu Sheng Long has accumulated a rich and unique brand management culture. This is considered one of the core components of its enduring success, with the “善 (Goodness)” culture being the most deeply ingrained.

Basic Information

  • Name in Chinese: 福盛隆

  • Name in English: Fu Sheng Long

  • Founded: 1885

  • Founded in: Mandalay, Myanmar

  • Current Location: Heshun Ancient Town, Tengchong City, Yunnan Province

  • Main Business: Jade Culture Communication

Origins of the Business

The rich historical culture of Tengchong, located along the ancient Silk Road, gave rise to the region’s unique position as “China’s jade capital,” particularly famous for its emerald (翡翠, Feicui) resources. Tengchong, historically known as the “First City of the Extreme Border,” witnessed centuries of jade culture development. The thriving jade trade in Tengchong, especially during the Ming Dynasty (1368–1644), helped the city establish itself as a crucial center for jade processing and commerce.

The jade industry flourished in Tengchong as local merchants developed expertise in the identification, carving, and sale of jade. As a result, several notable jade brands emerged, including Fu Sheng Long, which has managed to endure the intense market competition. Today, Fu Sheng Long stands as the only surviving brand from that era.

Fu Sheng Long’s reputation for selecting premium jade, coupled with exquisite craftsmanship and trustworthiness, made its jade pieces highly sought after. Over time, Fu Sheng Long’s jade products became recognized for their refined beauty, elegance, and aesthetic value. The brand became a symbol of fashion and prestige among wealthy merchants and political elites. Today, it is known as one of the “Five Famous Jades of Tengchong.”

The brand’s signature phrase “积善之家” (A House That Accumulates Goodness) still hangs prominently in the shop, a reminder of its founding principles: that the pursuit of good deeds and virtue brings prosperity and blessings. This phrase originates from the ancient text “易传·文言传·坤文言” (The Book of Changes, The Commentary of the Book of Changes, Kun Section), which says:

“积善之家，必有余庆，积不善之家，必有余殃.” (A family that accumulates good deeds will surely have more blessings; a family that accumulates bad deeds will inevitably suffer more calamities.)

For many years, Fu Sheng Long has upheld these teachings, ensuring that the brand remains devoted to doing good for society.

The Legacy of Fu Sheng Long

In Tengchong, a longstanding tradition has women preparing a jade dowry for their daughters, and mothers-in-law gifting jade jewelry to their daughters-in-law as family heirlooms. During such occasions, people often turn to Fu Sheng Long for their high-quality jade products. Over time, the brand’s influence has deeply penetrated the local community, and Fu Sheng Long has become a symbol of tradition and trust.

The brand is celebrated with the slogan “传家传翡翠，世代福盛隆” (Pass Down Jade, Generations of Fu Sheng Long). This phrase embodies the essence of the company’s cultural legacy, highlighting the tradition of passing down fine jade within families, along with the company’s continued commitment to excellence.

Over the course of 130 years, Fu Sheng Long has weathered the storms of history. Despite wars and hardship, including the turbulent times during the Second Sino-Japanese War (1937-1945), Fu Sheng Long’s beliefs have remained unshaken.

Social Responsibility and Cultural Continuation

True to its founding principles, Fu Sheng Long has not only thrived as a business but also remained deeply involved in social responsibility. The company supports underprivileged students, honors war veterans, and participates in memorial activities such as cleaning tombstones at the National Martyrs Cemetery during the Qingming Festival.

As a family business, Fu Sheng Long continues to honor the culture of Heshun (和顺), a town that has a long history of fostering patriotic values. This legacy ensures that Fu Sheng Long will continue to shine brightly in the future, propelled by its cultural heritage and commitment to social good.

Fu Sheng Long’s story is a testament to the resilience of traditional craftsmanship and business values, as well as the deep cultural roots in the jade industry of Tengchong. The brand continues to symbolize beauty, luxury, and elegance, while also demonstrating a strong sense of social responsibility, further solidifying its place in both local and national history. Through the passing of time, Fu Sheng Long’s jade has become more than just a product – it is a legacy passed down through generations, representing a timeless tradition of excellence.