Brand Story | How Bao‘s Pastry Became the Unrivaled "King of Queues."

Bao Master: The Story Behind a Popular Chinese Pastry Brand

When it comes to Chinese pastries, there are both traditional and modern styles. One of the most well-known brands in recent years is Bao Master (鲍师傅). Founded in 2004, it officially took the name “Bao Master” in 2005 and is known for its authentic Beijing-style pastries.

Although Bao Master seems like an overnight success, its journey was difficult.

The founder, Bao Caisheng, started learning baking in 1987 in Jiangxi. After finishing high school in 1995, he began his own business, focused on bread. His first company supplied bread to stores, but due to inexperience, the business failed, leaving him with over a million yuan in debt. It took him 10 years to pay it all back.

In 2004, he decided to try again. He moved to Beijing and walked miles every day studying different shopping areas. Finally, he opened a shop near the Communication University of China named “Bao Zi Bakery,” selling birthday and small meat floss cakes. By the end of 2005, his store became famous—many customers came from across the Haidian District to buy his meat floss cakes.

At that time, many chain bakeries were opening. Bao knew his store needed something special to stand out. After seeing the popularity of Taiwanese pineapple cakes online, he had an idea: why not create a signature product that people would remember?

He renamed the store “Bao Master,” stopped making birthday cakes, and focused only on meat floss cakes. He developed new flavors like seaweed and crab roe, naming them all “Meat Floss Little Cakes.” Today, these are still Bao Master’s most popular items.

Bao Master turned pastries into snacks. They keep the number of products low and sell by weight—this is what makes them different.

In ten years, Bao Master expanded across China. Stores often have long lines, which led to rumors that the brand hired people to queue. However, the founder has assured the public that they never hired people to line up, and they do not offer franchises.

Bao Master also focuses strongly on food safety. They were one of the first to use open kitchens—customers can see the baking process through glass windows or on screens outside the store. This helps people feel confident about the quality and cleanliness.

The brand also uses strict management systems, including store manager accountability and regular inspections.

Many “internet-famous” food brands don’t last long. To avoid this, Bao Master keeps improving its products and services. They know that without innovation and quality, customers will lose interest.

Today, the consumer market is changing fast. Only by offering high-quality products and great service can a brand stay successful.