Fenjiu Group, one of China’s most renowned liquor producers, has presented its iconic products at the “Reviving Craft” exhibition, showcasing its Silk Road Fenjiu and Qinghua Fenjiu. These offerings reflect the company’s rich heritage, commitment to craftsmanship, and its ability to blend tradition with modern design for a global audience.
At the heart of the exhibition was Silk Road Fenjiu, a liquor that encapsulates historical and cultural significance. Drawing inspiration from the ancient Silk Road, a trade route that connected East and West, this product serves as a tribute to the cultural exchange and integration that took place over centuries. The name itself evokes imagery of ancient sailing ships, desert caravans, and the famous Dunhuang fairies, symbols associated with this legendary route.
Silk Road Fenjiu not only highlights the company’s reverence for history but also signifies its role as a cultural ambassador, bringing the essence of Chinese liquor to an international market. With its aromatic qualities and deep cultural symbolism, Silk Road Fenjiu aims to transport its drinkers through time, while bridging cultural divides in the modern world.
While Silk Road Fenjiu tells a story of history through its name, Qinghua Fenjiu is a celebration of Chinese artistry, specifically through its design. Packaged in “national porcelain” – the traditional blue and white china synonymous with Chinese culture – Qinghua Fenjiu embodies both sophistication and elegance. This porcelain, paired with the liquor’s rich and lasting flavour, creates a seamless blend of “porcelain and liquor,” a combination that reflects centuries of Chinese craftsmanship.
Qinghua Fenjiu made a striking appearance at the “Lumière de la Culture Sino-Française” dinner, where it was as much a visual feast as it was a sensory delight. Every drop of the liquor tells a story of Fenjiu’s unwavering dedication to quality, while the intricately designed bottle stands as a work of art in its own right. Together, they narrate the rich tale of Chinese liquor-making, while also passing down the cultural essence that defines Fenjiu’s brand.
The company’s presence at “Reviving Craft” was not only an opportunity to showcase its historical and cultural heritage, but also a platform to highlight its ambition to engage with a global market. By embracing international perspectives and innovations, Fenjiu is looking to position itself as a key player in the international liquor industry, while maintaining its deep cultural roots.
Fenjiu’s journey is one of constant evolution, and the group is determined to ensure that its legacy of craftsmanship and cultural heritage continues to flourish on the world stage. As the company grows and expands, its timeless aromas and stories will travel beyond China, resonating with those who appreciate fine liquor and Chinese culture alike.
With this approach, Fenjiu is poised to continue its success, not only as a leading Chinese liquor brand but as a global cultural ambassador, carrying the rich traditions of Chinese craftsmanship into new markets and to new audiences around the world.