<p>Building upon China’s merchant guild culture, this study investigates the impact of traditional cultural heritage on corporate behavior. Utilizing panel data of Chinese A-share listed companies from 2010 to 2019, the empirical analysis examines the influence of merchant guild culture, which is rooted in the merchant guilds of the Ming and Qing dynasties, on corporate ESG performance. The study finds that merchant guild culture significantly enhances corporate ESG performance, and this effect remains robust across a series of robustness checks. Furthermore, the mechanism analysis indicates that merchant guild culture can motivate firms to improve their reputation and reduce information asymmetry, thereby boosting ESG performance. In addition, the heterogeneity analysis shows that the impact of merchant guild culture differs across ESG dimensions and varies across firms with different ownership types and regions. Meanwhile, the effects of different types of merchant guilds on corporate ESG performance also exhibit significant differences. To strengthen the credibility of these conclusions, several competing explanations are also excluded. This study offers a novel perspective on the antecedents of ESG performance and provides empirical evidence for the enduring value of traditional business culture in shaping contemporary corporate practices.</p>