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China's Luzhou Laojiao welcomes Chinese Lunar New Year at 2020 Australian Open

January 25, 2020


Abstract : China's baijiu brand Luzhou Laojiao, the global partner of the 2020 AO tennis tournament, celebrated Friday the coming of the Chinese Lunar New Year of 2020 by hosting special events such as dragon and lion dance, and dumpling making on the scene of the tournament in Melbourne, Australia.

MELBOURNE, Jan. 25 (Xinhua) -- China's baijiu brand Luzhou Laojiao, the global partner of the 2020 Australian Open (AO) tennis tournament, celebrated Friday the coming of the Chinese Lunar New Year of 2020, which begins from January 25, by hosting a number of special events such as dragon and lion dance, and dumpling making on the scene of the tournament in Melbourne, Australia.

Photo: Luzhou Laojiao hosts a dumpling making activity on the scene of the 2020 Australian Open tennis tournament in Melbourne, Australia, January 24.

Photo: Luzhou Laojiao hosts a dragon and lion dance on the scene of the 2020 Australian Open tennis tournament in Melbourne, Australia, January 24.

On the same day, the AO tennis tournament witnessed a special match day themed on National Cellar 1573, a liquor brand of Luzhou Laojiao, and Chinese tennis player Wang Qiang toppled tennis legend Serena Williams in the women's singles third round match.

Photo: Wang Hongbo, executive deputy general manager of Luzhou Laojiao, gives a speech during the events held by the company on the scene of the 2020 Australian Open tennis tournament in Melbourne, Australia, January 24.

Wang Hongbo, executive deputy general manager of Luzhou Laojiao, participated in the events jointly with Christopher Lim, Australia's Consul-General to Chengdu, China, Korey Allchin, director of Partnerships at Tennis Australia, and Patrick Michael Rafter, an Australian former professional tennis player, at Melbourne Park where the tennis tournament is held.

During the events, Wang said that the Chinese Lunar New Year carries cultural meanings such as peace, harmony, and auspiciousness, and has a unique cultural charm on a global scale.

This year, the AO coincides with the Chinese Lunar New Year, the Year of the Rat. With the traditional culture, Luzhou Laojiao helps open a window of culture at the world's top sports event, Wang added.

Photo: Luzhou Laojiao brand shows up inside the venue for 2020 Australian Open tennis tournament in Melbourne, Australia, January 24.

During the inter-game break, the LED screen inside the competition venue was lit with the words "Happy Chinese New Year" in English, the flying red lanterns, and the little golden rat to convey the blessings of Chinese New Year to the world.

According to Luzhou Laojiao, it aims to convey charm of traditional Chinese culture to international friends, and also make the overseas Chinese feel the warm atmosphere of the Spring Festival, through the active and international AO event platform.

On the scene, Luzhou Laojiao also randomly selected five spectators to offer each a two-people trip of experiencing the Chinese baijiu culture.

The Melbourne Park has a very Chinese cultural atmosphere. The AO is a Grand Slam event that connects the cultures of two different regions of the world, surpassing the game itself and promoting the in-depth exchange of cultures, according to the fans who came to watch the game.

It is worth noting that the Melbourne Park venue named the "1573 Arena", after the "National Cellar 1573" brand, has been newly upgraded, with Chinese red and Australian green as the main colors, creating a garden-like life scene, which has attracted many fans to check in and take pictures.

Photo: Luzhou Laojiao brand shows up inside the venue for 2020 Australian Open tennis tournament in Melbourne, Australia, January 24.

Outside the arena, Luzhou Laojiao created a "1573 bar" to offer special Chinese cocktails and invite the fans worldwide to taste.

Photo: Fans participate in the events held by Luzhou Laojiao on the scene of the 2020 Australian Open tennis tournament in Melbourne, Australia, January 24.

Luzhou Laojiao, a Chinese baijiu brand with a long history of brewing, has a deep historical heritage and rich brand connotation similar to the century-old AO.

The two sides signed a five-year strategic deal in October 2018 to jointly promote a healthy and fashionable and active lifestyle, and also invite people across the world to understand Chinese culture and experience the charm of Chinese culture through the fusion of Chinese baijiu and tennis.

At the 2019 AO, Luzhou Laojiao made its debut in Melbourne, and became the most shining Chinese symbol on the site with its "National Cellar 1573" brand.

The 2020 AO kicked off on January 20.  (Edited by Hu Pingchao, hupingchao@xinhua.org)

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Keyword: Luzhou Laojiao

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