SOURCE / PRESS RELEASE
Upgraded version of Qinghua Fenjiu 30 Revival Edition launched in glamorous event
On July 23, 2025, Fenjiu Group held a glamorous launch ceremony in Shanghai for the upgraded version of Qinghua Fenjiu 30 Revival Edition, alongside the roundtable forum "Dialogue with the World, Symphony of Civilizations."
The event was held at the World Living Room on the North Bund by the Huangpu River. Many guests from various fields gathered together to witness the "revival of Fenjiu" and explore how, in this new era, culture and art can shape a more vibrant and resilient Chinese brand - one that truly embodies the spirit of "Chinese liquor, fragrant across the world."
Zhang Yongyong, director of the Fenjiu Marketing Center, who is also the Party Secretary, Executive Director and General Manager of the Fenjiu Sales Company, said in his speech at the press conference, "The release of the upgraded version of Qinghua Fenjiu 30· Revival Edition is a response to the times and a strategic commitment for the future." As for how to make the product keep pace with the times, Zhang Yongyong put forward three key breakthrough directions. Firstly, a resolute quality upgrade through Fenjiu's establishment of an industry-leading quality system. Secondly, scientific validation to support the pleasant experience of Fenjiu consumption through research-based evidence. Thirdly, more focused market operations realized through the establishment of a "1+4+1" promotion model.
Zhang Yongyong also pointed out that liquor is not a fast-moving consumer good, but an art shaped by time. The new version of Fenjiu 30 will become a key element for Fenjiu to navigate through economic cycles."
Wang Deliang, the chief expert of the China National Institute of Food and Fermentation Industries, delivered a keynote speech entitled "Analysis and Application of the Quality Characteristics of Fenjiu in Terms of Drinking Comfort" at the conference. Presenting scientific data, he further confirmed Fenjiu's breakthroughs in quality, providing authoritative support for the scientific validation of the product.
Ideological resonance: Promoting global sharing through 'living inheritance'
At the roundtable forum themed "Dialogue with the World, Symphony of Civilizations," several guests from different fields engaged in in-depth discussions on such topics as how to view Fenjiu's identity as a "dual heritage", how to interpret the connection between liquor culture and the spiritual world of Chinese scholars, and how Chinese brands can continue to go global.
Professor Yang Yueming pointed out that how to bring heritage to life is a question that every cultural heritage expert is pondering. And when it comes to Fenjiu, the key word that comes to her mind is precisely "living inheritance." Speaking about the three dimensions of "encountering time" "encountering nature" and "encountering oneself", she presented a concrete interpretation of the "living inheritance" of tradition, offering vivid examples such as Fenjiu's 6,000-year brewing history, the farming culture of the Chinese nation, and the philosophical thoughts embodied in famous poems and liquor-related masterpieces.
Foreign guest Ai Zheyong (transliterated) pointed out that promoting liquor or promoting the brand is not just about the product itself, it is more about promoting the culture behind it, including Chinese food culture. "This aspect is what best resonates with foreigners," he stated.
Designer Jiang Qiong'er and president Zhou Limin respectively offered in-depth interpretations on how to inherit, carry forward and globalize liquor culture as well as Chinese culture from the perspectives of design and literature.
At the end, Pang Jie, the anchor of the forum, stated what Qinghua Fenjiu exports is not only a commodity, but also a high-quality example of Eastern lifestyle.
Unveiling of the New Product: Carrying Forward the Soul of Revival with Millennia-old Craftsmanship
At the press conference, the upgraded version of Qinghua Fenjiu 30 Revival Edition became the focus of the entire event. The design of its bottle is based on the concept of "the rising Sun in the East". The slight gap between the glaze layer and the body enables the liquor to age slowly during the bottle storage period, so as to infuse the liquor with "continuously growing vitality".
Meanwhile, the upgraded version, with its "purity, authenticity, and pleasantness", is committed to creating a higher liquor quality, more refined physical and chemical standards, and a better drinking experience. This new product will bring Fenjiu's clean aroma, along with the beauty of traditional Chinese artifacts, literary charm, and colors, to the world.
Strategic Resonance: Empowering Brand Power with Cultural Confidence
This press conference is not only the debut of a product, but also a declaration of the active participation of national brands in the global dialogue of civilizations. When the delicate fragrance of Fenjiu spreads to the world, it brings not only a unique Oriental flavor, but also the wisdom of "harmony without uniformity" in civilization. This is also the mission and responsibility of Chinese brands in the era of globalization.
Gathering wisdom: Responding to the questions of the Times with strategic breakthroughs
The event was held at the World Living Room on the North Bund by the Huangpu River. Many guests from various fields gathered together to witness the "revival of Fenjiu" and explore how, in this new era, culture and art can shape a more vibrant and resilient Chinese brand - one that truly embodies the spirit of "Chinese liquor, fragrant across the world."
Zhang Yongyong, director of the Fenjiu Marketing Center, who is also the Party Secretary, Executive Director and General Manager of the Fenjiu Sales Company, said in his speech at the press conference, "The release of the upgraded version of Qinghua Fenjiu 30· Revival Edition is a response to the times and a strategic commitment for the future." As for how to make the product keep pace with the times, Zhang Yongyong put forward three key breakthrough directions. Firstly, a resolute quality upgrade through Fenjiu's establishment of an industry-leading quality system. Secondly, scientific validation to support the pleasant experience of Fenjiu consumption through research-based evidence. Thirdly, more focused market operations realized through the establishment of a "1+4+1" promotion model.
Zhang Yongyong also pointed out that liquor is not a fast-moving consumer good, but an art shaped by time. The new version of Fenjiu 30 will become a key element for Fenjiu to navigate through economic cycles."
Wang Deliang, the chief expert of the China National Institute of Food and Fermentation Industries, delivered a keynote speech entitled "Analysis and Application of the Quality Characteristics of Fenjiu in Terms of Drinking Comfort" at the conference. Presenting scientific data, he further confirmed Fenjiu's breakthroughs in quality, providing authoritative support for the scientific validation of the product.
Ideological resonance: Promoting global sharing through 'living inheritance'
At the roundtable forum themed "Dialogue with the World, Symphony of Civilizations," several guests from different fields engaged in in-depth discussions on such topics as how to view Fenjiu's identity as a "dual heritage", how to interpret the connection between liquor culture and the spiritual world of Chinese scholars, and how Chinese brands can continue to go global.
Professor Yang Yueming pointed out that how to bring heritage to life is a question that every cultural heritage expert is pondering. And when it comes to Fenjiu, the key word that comes to her mind is precisely "living inheritance." Speaking about the three dimensions of "encountering time" "encountering nature" and "encountering oneself", she presented a concrete interpretation of the "living inheritance" of tradition, offering vivid examples such as Fenjiu's 6,000-year brewing history, the farming culture of the Chinese nation, and the philosophical thoughts embodied in famous poems and liquor-related masterpieces.
Foreign guest Ai Zheyong (transliterated) pointed out that promoting liquor or promoting the brand is not just about the product itself, it is more about promoting the culture behind it, including Chinese food culture. "This aspect is what best resonates with foreigners," he stated.
Designer Jiang Qiong'er and president Zhou Limin respectively offered in-depth interpretations on how to inherit, carry forward and globalize liquor culture as well as Chinese culture from the perspectives of design and literature.
At the end, Pang Jie, the anchor of the forum, stated what Qinghua Fenjiu exports is not only a commodity, but also a high-quality example of Eastern lifestyle.
Unveiling of the New Product: Carrying Forward the Soul of Revival with Millennia-old Craftsmanship
At the press conference, the upgraded version of Qinghua Fenjiu 30 Revival Edition became the focus of the entire event. The design of its bottle is based on the concept of "the rising Sun in the East". The slight gap between the glaze layer and the body enables the liquor to age slowly during the bottle storage period, so as to infuse the liquor with "continuously growing vitality".
Meanwhile, the upgraded version, with its "purity, authenticity, and pleasantness", is committed to creating a higher liquor quality, more refined physical and chemical standards, and a better drinking experience. This new product will bring Fenjiu's clean aroma, along with the beauty of traditional Chinese artifacts, literary charm, and colors, to the world.
Strategic Resonance: Empowering Brand Power with Cultural Confidence
This press conference is not only the debut of a product, but also a declaration of the active participation of national brands in the global dialogue of civilizations. When the delicate fragrance of Fenjiu spreads to the world, it brings not only a unique Oriental flavor, but also the wisdom of "harmony without uniformity" in civilization. This is also the mission and responsibility of Chinese brands in the era of globalization.
