The Shanxi Fenyang Liquor (Fenjiu) Global Promotion Event, hosted by Fenyang city in Shanxi province, was held in Spain and Italy from July 25 to 28, outlining a new blueprint for the global expansion of Chinese liquor.

This cross-border exchange event brought together representatives from the political and business sectors, cultural institutions, and media from Shanxi, Spain, and Italy to witness a new milestone in the internationalization of Chinese liquor culture.

The Shanxi Fenyang Liquor (Fenjiu) Global Promotion Event kicks off. [Photo/Chinadaily.com.cn]

The Xinghua Village Fenjiu Professional Town showcased its integrated ecosystem of liquor, culture, and tourism, illustrating the ecological brewing philosophy of "mountains, waters, forests, fields, lakes, grass, and liquor" coexisting harmoniously. This unique charm garnered high praise from attending guests.

A Spanish culinary expert, after tasting, exclaimed, "Fenjiu has completely changed our impression of Chinese liquor. Its light and sweet taste is refreshing and clean, suitable for sipping neat and for creating innovative cocktails, perfectly aligning with global health and innovation consumption trends."

Guests taste Fenjiu. [Photo/Chinadaily.com.cn]

During the investment and signing ceremony, Shanxi companies, such as Fenyangwang Liquor Industry Co, reached agreements with the China Iberia Cultural Foundation in Spain and the Italy-China Council for the Promotion of Peaceful National Reunification, covering areas such as channel expansion, co-branded products, and cultural tourism development.

Since the launch of this event in 2023, promotional events and tasting sessions have traveled across various regions both at home and abroad, continuously strengthening Fenyang's global influence as one of the world's top 10 liquor production regions.

An investment and signing ceremony is held. [Photo/Chinadaily.com.cn]