Build a New Bridge for Civilizational Exchange through Liquor

On May 20th, the fourth stop of the "Exploring China's Time-Honored Brands" series, jointly organized by the China Association for the Promotion of International Economic and Cultural Exchanges (CAPIECE) and the China Entry-Exit Inspection and Quarantine Association (CIQA), successfully concluded at Niulanshan Distillery of Shunxin Agriculture Co., Ltd. in Beijing. Twenty-five participants, including diplomats from Belgium, Italy, Armenia and Nicaragua, along with the international student representatives from Tsinghua University, gathered to immerse themselves in the millennia-old heritage and contemporary innovations of Chinese Baijiu culture. Through four activities—“visiting workshops, tasting Erguotou, exploring Baijiu’s history, and appreciating art performances”—they embarked on a cross-border dialogue of liqure civilizations.

Witnessing Craftsmanship

Chinese and foreign guests began their tour at Niulanshan Distillery's ferment and packaging workshops, witnessing the transformation journey of "Erguotou" from a grain of crop to a drop of liquor. Steaming, fermentation, distillation...the perfect fusion of intangible cultural heritage techniques and the application of modern intelligent equipment left international visitors in awe of Chinese artisans' relentless pursuit of quality. An Italian envoy remarked, "This is not just a factory but a living cultural heritage, where every drop of liquor embodies the Chinese reverence for nature and wisdom."

A Dialogue on Taste

In the "Taste Dialogue" session, the distillery's sommelier vividly explained the different flavors,  cultural significance and ferment techniques of different liquor styles. Guests sampled multiple classic Niulanshan Erguotou Baijiu varieties on-site, ranging from light aroma to aged series, experiencing different layers of Chinese Baijiu through their palates. The Armenian envoy remarked after tasting: "The complexity of Chinese Baijiu is fascinating—it's not just a kind of drink but a gustatory expression of Eastern philosophy."

Tracing History in the Museum

Stepping into the Chinese Baijiu Museum and the Niulanshan Erguotou Museum, a condensed thousand-year history of Chinese liquor gradually unfolds. Bronze liquor vessels, ancient literature, time-honored brand plaques...behind these artifacts lies the spiritual core of Chinese civilization—"rituals completed with liquor." During the visit, interspersed performances of drunken swordplay, recitations of the poem "Invitation to Drink Liquor" and the song "A Cup of Fine Liquor" brought the static exhibition of liquor culture to life. A Nicaraguan envoy marveled, "Here, history is animated through art, allowing us to understand the poetic and spirited passion of the Chinese people."

Cultural Integration via Baijiu

At the conclusion of the event, hosted by Mr. Dou Junjie, a national gold-medal tour guide, Liu Zhiyong, the International Department Director of CIQA, and Liu Jiang, the Executive Vice President and Secretary General of CAPIECE, jointly presented "Chinese Baijiu Culture Experience Ambassador" certificates. Liu Zhiyong remarked, "Liquor is a very important symbol in the history of human civilization. Fine liquors from all over the world have become carriers of their respective cultural histories. We hope today's Baijiu cultural activities will enhance understanding and deepen friendships." Liu Jiang added, "Time-honored brands are the 'golden name cards' of Chinese civilization and the 'social lubricant' for international exchanges. In the future, CAPIECE will use these brands as vehicles to create more 'tangible cultural experiences,' allowing the world to perceive a real, multidimensional, and vibrant China through an artifact, a delicacy, or a musical piece."

[Significance of the Event] This series of activities, "Exploring China's Time-honored Brands," is a vivid practice by CAPIECE to promote mutual learning between Chinese and foreign cultures. The immersive experiences showcase the innovative vitality of China's liquor industry to the world but also build a bridge for cultural exchange in a subtle and natural way. In the future, our association will continue to explore the cultural and economic value of time-honored brands, helping more of them shine on the international stage.