KUALA LUMPUR: Yong Sheng Gift Shop celebrates its 70th anniversary this week, marking a significant milestone for the gift shop.
Yong Sheng, which has 10 branches across Malaysia, has bagged the prestigious Golden Eagle Award for six consecutive years.
To top it off, a select few of its hand-crafted pastries have also been bestowed international quality awards by "Monde Selection" from Belgium.
These pastries include Signature Egg Yolk Pies, Wife Cake, Green Bean Cake, and Almond Crispy Pies.
The company said throughout its seven decades of existence, it had been a constant in the hearts of Muar residents.
"Back in the 1950s, residents of Muar visiting relatives and friends made it a point to give Yong Sheng Gift Shop items as souvenirs.
"While the brand at one point only owned half the storefronts in the vicinity, it persevered and became a hit among the locals.
"Its quality handcrafted goods, even without glamorous decorations and crowd-pleasing marketing tactics, wowed the crowd," said the company in a statement.
Yong Sheng recently launched a campaign with a series of activities and a promotional video that advocated the gift-giving culture while preserving the taste of tradition.
In Chinese culture, gift-giving during special occasions is a vital way to build and strengthen relationships.
Yong Sheng is also organising a buy and win contest to promote the tradition of gift-giving in conjunction with the campaign.