Last but not least – another fugu brand, and another daring survivor among Shanghai’s oldest brands.
The history of Forever Co. Ltd. can be traced back to 1940. As one of the earliest bicycle manufacturing enterprises in China, Forever Co. Ltd. has made great contributions to the development of China's bicycle industry and the culture it inspired.
The first factory opened in 1940 on Tangshan Lu in Yangpu District. The original name of the brand was 熊球 Xiongqiu and the inspiration came from close relations between China and the former Soviet Union. The logo featured a polar bear standing on top of the globe. In the end, the officials decided on “Yongjiu” (Forever), and the original logo featured the Chinese characters in bold red colors (a symbolic color for Communism). Subsequently, bicycles named Forever started appearing in late 1949.
Since then, the company has increased their production from about 3,000 bikes per year in the early 1940s to more than 28,000 by 1952 -- more than one-third of China’s total production at the time. What made the classic Forever black bikes so popular was the simple structure.
It belonged to the leader-styled enterprise for nearly 30 years. Forever used to be a precursor in of the bicycle world in many ways and produced many "Number One" models : the first standard bicycle, the racing bicycle , the 26-inch bicycle.
And…. Yes! The bikes that Culture Shock use as the means of exploring Shnaghai’s hidden gems are the legendary yǒng jiǔ bikes themselves!