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Industry

E China's Shaoxing city promotes Huangjiu brands and local culture via various events

November 08, 2019


Abstract : The ongoing Huangjiu Cosplay Festival held in east China Zhejiang's Shaoxing city has put traditional Chinese alcoholic beverage under spotlight, aiming to promote the high-quality development of the culture-rich Huangjiu (Shaoxing rice wine, or Shaoxing wine) that dates back thousands of years.

SHAOXING, Nov.8 (Xinhua) -- The ongoing Huangjiu Cosplay Festival held in east China Zhejiang's Shaoxing city has put traditional Chinese alcoholic beverage under spotlight, aiming to promote the high-quality development of the culture-rich Huangjiu (Shaoxing rice wine, or Shaoxing wine) that dates back thousands of years.

Photo: Opening ceremony of the 25th Shaoxing Huangjiu Festival & China International Huangjiu Industry Expo

The Cosplay event under the 25th Shaoxing Huangjiu Festival & China International Huangjiu Industry Expo, features activities such as Huangjiu tasting, local opera performance, calligraphy and singing performances.

"We must be open-minded and collaborative so as to explore new opportunities for our Huangjiu industry," said Qian Xiaohua, chairman of China Shaoxing Wine Group.

Qian said it is necessary for the Huangjiu industry to communicate with other types of alcoholic drinks as well as other industries.

According to Xue Xiaojia, chief liquor industry analyst with China Economic and Information Service (CEIS) under Xinhua News Agency, the Huangjiu Cosplay Festival, which has successfully blended the ancient culture of Shaoxing city with Huangjiu culture, Chinese food as well as travel elements, will raise reputation of local Huangjiu brands such as Guyuelongshan, Kuaijishan, Pagoda Brand and Nuerhong, and will help promote Shaoxing as a new cultural destination for tourists.

Huangjiu, originated from China, is noted as one of the world's oldest alcoholic beverage types. The brewing technique of Shaoxing Huangjiu is recognized as a national intangible cultural heritage of China.

Out of the three listed Huangjiu companies in China, Guyuelongshan and Kuaijishan are both from Shaoxing city. (Contributed by Li Anran, edited by Zhang Yuenan, [email protected])


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Keyword: Shaoxing wine Zhejiang

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