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Industry

25th Shaoxing Huangjiu Festival accelerates internationalization of Chinese Huangjiu

November 08, 2019


Abstract : The 25th Shaoxing Huangjiu Festival & China International Huangjiu Industry Expo kicked off Friday in Shaoxing. It has provided a platform for liquor businesses, experts and representatives to share insights into the development of Huangjiu, accelerating the internationalization of the industry.

SHAOXING, Nov. 8 (Xinhua) -- The 25th Shaoxing Huangjiu Festival & China International Huangjiu Industry Expo kicked off Friday in Shaoxing, east China's Zhejiang province. It has provided a platform for liquor businesses, experts and representatives to share insights into the development of Huangjiu, accelerating the internationalization of the industry.

Huangjiu, or Shaoxing rice wine, is not only an embodiment of the traditional Chinese culture, but also an engine driving cultural exchanges, Wang Yancai, chairman of the China Alcoholic Drinks Industry Association said at the opening ceremony of the festival.

It's noted that an oversea products exhibition area is set up for the first time in the main hall of the International Huangjiu Industry Expo for countries such as Japan to display their liquors and wines.

Photo: Wang Yancai, chairman of the China Alcoholic Drinks Industry Association delivers a speech at the opening ceremony.

This year's Huangjiu Festival is highlighted as an international event, paving the way for the Huangjiu industry to go global, stated Xue Xiaojia, chief liquor industry analyst with China Economic Information Service, Xinhua News Agency.

Photo: the 25th Shaoxing Huangjiu Festival.

Although the market size of Huangjiu is only about 20 billion yuan, less than that of baijiu, wine and beer, the growth potential of the industry remains vast and to be explored, said Xue.

He added that in the era of consumption upgrade and digital economy, Huangjiu enterprises have been making new positioning strategies, seeking innovation when contributing to the Belt and Road Initiative, and applying new marketing techniques in order to grow the industry.

This year's Huangjiu festival is co-sponsored by the China Alcoholic Drinks Industry Association and the Shaoxing Municipal Government. During the festival, in addition to liquor displays, events including Huangjiu Industry Summit, Jingdong 11.8 Huangjiu Festival and Huangjiu Cosplay Festival will also be held, inviting consumers from all over the world to have a taste of Huangjiu and experience the charm of the Chinese rice wine culture. (Contributed by Li Anran, edited by Zhang Qian)

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Keyword: liquor culture BRI

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