Fenjiu Raises a Glass to Global Connections at the GCCAC
As global commerce converges at the 2024 Belt and Road Commerce Chambers and Associations Conference (GCCAC) in Fuzhou, East China’s Fujian Province, one name is resonating far beyond the conference halls: Fenjiu.
Established as a strategic co-organizer of the event, this venerable Chinese liquor brand is showcasing its deep cultural heritage and unique flavors to an international audience.
Sharing the Spirit of China
Li Zhenhuan, vice chairman of Shanxi Xinghuacun Fenjiu Group Co., Ltd., emphasized the importance of cultural identity in reaching a global market. “In recent years, ‘brand going global’ has become a market consensus for Chinese enterprises to seek high-quality development and new growth points,” he noted. “Cultural identity is a prerequisite for consumption, and spreading the culture of Chinese liquor is a key step for Chinese liquor enterprises to go overseas.
A 100-Square-Meter Overture to Chinese Culture
Fenjiu’s presence at the GCCAC extends beyond mere product displays. The brand’s impressive 100-square-meter booth is an immersive experience, offering visitors an in-depth dialogue with Fenjiu culture. Attendees are invited to savor the flavors of Fenjiu via tastings of exciting new products like the “Fenjiucocktail,” and the exclusive “Fenjiu Silk Road Limited Edition.” The response has been overwhelmingly positive, with guests delighted by the opportunity to experience this ancient Chinese spirit.
Building Bridges Across Borders
Fenjiu’s commitment to internationalization is fueled by the belief that wine can be a powerful instrument for cultural exchange. The brand’s journey has seen them bridge regional differences and forge strong international connections. During the first China International Import Expo, Fenjiu engaged with Georgia, fostering a mutual appreciation for Chinese and Georgian wines. More recently, a themed dinner titled “Fenjiu Cuisine for the World to Appreciate” was held in Barcelona. Elevating traditional Chinese flavors, a Spanish veteran chef treated guests to a culinary journey that paired Fenjiu with exquisite Spanish delicacies.
Putting Fenjiu on the Global Map: A Legacy Continues
Fenjiu’s journey to international recognition began in 1992, when the company established an import and export company, marking the start of their journey towards becoming a global player. In recent years, they have ramped up efforts to engage the world by opening experience stores in Germany, Singapore, and Macao, China, deepening connections with international audiences. The brand’s reach further expanded when it was selected as the official wine of the BRICS Conference in South Africa,
This global springboard marks a deliberate effort to connect on a deeper level, allowing Fenjiu to share its story with the world and embrace a future where the aroma of Fenjiu travels far and wide.
Fenjiu’s success is deeply intertwined with its commitment to preserving its rich cultural heritage, ensuring its unique flavors continue to embody the essence of China. As Fenjiu looks ahead, the brand will continue to leverage the power of culturally driven experiences to connect with new audiences and establish itself as a global ambassador of Chinese spirit. “We want to continue to tell the Chinese story and deliver the Chinese flavor to the world,” states Li Zhenhuan. “This is why we chose to embrace international events like the GCCAC, it provides an exclusive platform to share our cultural heritage”
How does Fenjiu aim to connect with an international audience through its presence at the GCCAC?
## Fenjiu: A Taste of History on the Global Stage
**Interviewer**: Today we’re joined by Li Zhenhuan, Vice Chairman of Shanxi Xinghuacun Fenjiu Group Co., Ltd., to discuss Fenjiu’s prominent role at the 2024 GCCAC. Welcome, Mr. Li.
**Li Zhenhuan**: Thank you for having me.
**Interviewer**: Fenjiu is making quite a splash at the GCCAC. What was the driving force behind Fenjiu’s involvement as a strategic co-organizer?
**Li Zhenhuan**: Fenjiu is deeply proud of its 6,000-year brewing history, and we believe our liquor embodies the rich cultural heritage of China [[1](https://www.globaltimes.cn/page/202301/1283884.shtml)]. The GCCAC provides a unique platform to share this cultural identity with an international audience, bridging global connections through the shared experience of taste and tradition.
**Interviewer**: You mentioned cultural identity. How important is this element in Fenjiu’s global strategy?
**Li Zhenhuan**: In today’s global market, consumers are increasingly seeking authenticity and cultural experiences. For Chinese liquor brands to succeed internationally, it’s crucial to showcase the unique story and craftsmanship behind each product. We believe that sharing the culture of Fenjiu is essential for building brand awareness and fostering genuine appreciation for our liquor. [[1](https://www.globaltimes.cn/page/202301/1283884.shtml)]
**Interviewer**: Fenjiu’s booth seems to offer much more than just product displays. Can you tell us about the visitor experience?
**Li Zhenhuan**: Absolutely. We designed our 100-square-meter booth to be a multi-sensory journey through Fenjiu culture. Visitors can sample our new offerings such as the “Fenjiucocktail” and the “Fenjiu Silk Road Limited Edition,” while learning about the brewing process and the history of Fenjiu. We aim to create an immersive experience that truly captivates the senses and leaves a lasting impression.
**Interviewer**: Their are ambitious plans for Fenjiu, we have heard?
**Li Zhenhuan**: Indeed. Fenjiu sees itself as a cultural ambassador, bridging regional differences and connecting people through shared appreciation for fine liquor. Our participation in the GCCAC is just one step in our grander journey to share the spirit of Fenjiu with the world.
**Interviewer**: Thank you for sharing your insights, Mr. Li. We look forward to seeing what the future holds for Fenjiu.
