Bosses of Xinghuacun Fenjiu raise a glass to Belt and Road Initiative

By Yuan Shenggao (China Daily)


Xinghuacun Fenjiu sponsors a Chinese media tour of Uzbekistan. [Photo by Wen Zhaoyan for China Daily]

With the 10th anniversary of the Belt and Road Initiative taking place this year, executives of Shanxi's renowned white liquor producer Xinghuacun Fenjiu have said the company will continue contributing to this global initiative by expanding its presence in countries and regions involved in the BRI and sponsoring more cultural and economic exchanges.

One of its recent efforts to engage with the initiative was to sponsor a large-scale Chinese media tour of the Central Asian country of Uzbekistan in September.

A part of the 2023 Chinese Media Tour of the Silk Road, the Uzbekistan leg had Xinghuacun Fenjiu Group as its official sponsor.

While mobilizing its representative office staff members and local dealers to help the media group in tour planning and exchange events organization, Xinghuacun Fenjiu also used this opportunity to showcase its products and the culture related with its white liquor.

Tasting events were held in restaurants and bars in Uzbekistan, allowing customers to experience the white liquor varieties unique to China.

Over the past few years, Xinghuacun Fenjiu has already won the recognition of customers in the Belt and Road countries.

In a BRI-themed international food industry show held in Hong Kong this summer, the company's Fenjiu brand won the best Chinese white liquor award. The judges for the award included experts and buyers' representatives from the Belt and Road countries and regions.

Xinghuacun Fenjiu is one of the pioneers of China's white liquor industry to go global. It began volume exports after it won a gold prize at the Panama Pacific International Expo in San Francisco, the United States, in 1915.

Xinghuacun Fenjiu is now among the top three exporters within China's white liquor industry. To date, its products have been sold to more than 80 countries and regions, through its dozens of overseas dealers and thousands of outlets in foreign countries.

Wu Jia contributed to this story.