Fenjiu, a renowned Chinese liquor brand with a history spanning thousands of years, took center stage at the 2024 Belt and Road Commerce Chambers and Associations Conference (GCCAC) on December 5 in Fuzhou, Fujian Province. As the general co-organizer, Shanxi Xinghuacun Fenjiu International Trade showcased its cultural legacy and international aspirations, promoting Chinese liquor culture to a global audience.
Championing Cultural Exchange
Fenjiu’s vice chairman, Li Zhenhuan, addressed the opening ceremony, emphasizing the role of cultural identity in taking Chinese liquor to international markets. Li highlighted that brand internationalization, underpinned by cultural appreciation, is pivotal for the global success of Chinese enterprises. “Spreading the culture of Chinese liquor is a key step for the wine industry to enhance brand awareness and reputation internationally,” Li noted.
At the event, Fenjiu unveiled innovative products, including the “Fenjiu cocktail” and the “Fenjiu Silk Road Limited Edition,” at its 100-square-meter booth, drawing significant interest and engagement from attendees.
A Global Cultural Ambassador
Fenjiu’s dedication to bridging cultures through its liquor is evident in its recent initiatives. From collaborating with Georgia at the China International Import Expo to hosting a “Fenjiu Cuisine for the World to Appreciate” event in Barcelona, the brand has paired its products with local culinary traditions to foster mutual cultural appreciation.
This year, Fenjiu’s presence at international events, such as its role as the official wine of the BRICS Conference in South Africa, further reinforced its commitment to global cultural exchange.
A Journey of Globalization
Fenjiu’s internationalization journey began in 1992 with the establishment of its import and export company. Over the years, it has expanded its global footprint, opening experience stores in Germany, Singapore, and Macao in 2021. The company has also actively participated in international spirits competitions, steadily building its reputation worldwide.
At the GCCAC, Babagana Wakil, chargé d’affaires of the Nigerian Embassy in China, engaged with Fenjiu representatives, underscoring the brand’s growing international connections.
Future Aspirations
Fenjiu remains steadfast in its mission to share the rich heritage of Chinese liquor globally. As a bearer of the industry, the company aims to continue narrating the Chinese story and delivering the unique flavor of Fenjiu to the world, blending quality with cultural depth.
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