Chengdu, 22 March 2024 – The 110th China Food and Drinks Fair opened at the Western China International Expo City, showcasing the deep brewing tradition and history of the Mianzhu region. As one of Sichuan's best-known baijiu bases, Mianzhu – guided by its philosophy of "heritage and innovation" – attracted wide attention from the drinks industry and related sectors at home and abroad. At this year's fair, Qifu joined fellow Mianzhu producers including Dongsheng and Bitanchun in the Deyang–Mianzhu Pavilion to present the region's strength and distinctive character together.
With its deep commitment to traditional brewing and strict control of quality, Qifu holds an important place in the region. The Deyang–Mianzhu Pavilion, one of the highlights of the fair, focuses on the drinks culture and brewing arts of Sichuan and the whole of China. Here, Qifu and its fellow producers stood out among the many exhibitors with product ranges that balance the classic and the new, demonstrating together how Mianzhu leads by example in collaborative industry development.
Exhibiting side by side showed not only how Mianzhu is combining traditional and modern techniques, but also the strong will of the region's producers to cooperate and develop the region as a whole. Through this close collaboration, Mianzhu is bringing its fine products and rich brewing culture to the world, and showing its creativity and competitiveness on the international stage.
Mianzhu's development philosophy also stresses the importance of openness, exchange and cooperation. By sharing experience with producers in China and abroad and taking part in international exchanges, it encourages innovation, upgrading and cultural continuity among local producers. Mianzhu also cultivates drinks culture through festivals, education and training, deepening the emotional connection between consumers and the region and laying solid foundations for its long-term, healthy growth.
The region's collective presence at the fair showed the unity of its producers – and signalled that Mianzhu will continue on its path of heritage and innovation with an even more open attitude, meeting the challenges of globalisation together and helping Chinese drinks culture to flourish.
Openness and exchange are central to Mianzhu's approach. By sharing experience with industry colleagues at home and abroad and joining international exchanges, Mianzhu is not only taking its products and brewing culture to the world, but also learning from advanced brewing technology and ideas to drive local innovation and upgrading. The city also promotes drinks culture through festivals, education and training, raising public understanding and appreciation of brewing. Mianzhu has set up a municipal liquor industry development bureau with a dedicated team to drive the baijiu industry. On the policy side, it has issued the "Implementation Opinions on Supporting High-Quality Development of the Baijiu Industry (Trial)" and "Policy Measures to Build a Talent Hub for the Baijiu Industry (Trial)", and has set up an annual baijiu industry development fund of RMB 20 million to help producers expand production, build original brands and develop talent.
This philosophy reflects the broad vision and steady steps of an ancient producing region looking to the future: protecting and passing on a precious cultural heritage while actively embracing innovation and change, so that Mianzhu can build its own distinctive brand image and international competitiveness in a global market.
