Chinese Baijiu Brand Langjiu Hosts Global Event in Italy, Celebrating Cultural Exchange

Langjiu Hosts Cultural Event in Italy: "Chinese Langjiu, Welcoming the World"

From October 20 to 23, 2025, Langjiu, one of China’s leading baijiu brands, held a remarkable event titled "Chinese Langjiu, Welcoming the World" in Italy. The occasion coincided with the 2025 Global Fashion Summit held in Milan, where Langjiu served as the exclusive alcoholic beverage partner, promoting the allure of Chinese baijiu internationally.

Bridging Cultures Through Fashion and Spirits

The summit aimed to explore cutting-edge topics within the global fashion industry, including artificial intelligence, creative innovation, and sustainability. It brought together representatives from government institutions, industry associations, and leading enterprises. Luo Xi, the Deputy General Manager of Langjiu's International Business Department, emphasized the parallels between fashion and liquors, stating that both domains embody craftsmanship and inspiration.

Xi highlighted, "Fashion is the ultimate expression of individuality and aesthetics, while Qinghua Lang, one of Langjiu's flagship products, signifies the harmony of natural beauty and artisanal spirit." This initiative aims to foster a dialogue between global fashion and China's ancient alcohol-making traditions.

As part of the event, Langjiu hosted a themed cocktail evening featuring Qinghua Lang, where guests enjoyed creatively crafted aperitif cocktails that blended Eastern and Western traditions.

A European Journey

The Italy event was the first of many planned under Langjiu's global outreach program. During their Italian visit, the Langjiu team also traveled to Florence, the cradle of the Renaissance, to engage in discussions with Marchesi Mazzei, a prestigious Italian winery with over 650 years of history. This collaboration aimed at exchanging insights on winemaking philosophies, regional terroirs, and brand internationalization.

Francesco Mazzei, President of Marchesi Mazzei, commended Langjiu's expertise and vision, suggesting substantial potential for future collaborations.

Celebrating Baijiu’s Cultural Heritage

In Florence, Langjiu organized a tasting gala named "Qinghua Lang Night," attended by local government representatives and vineyard owners. Guests were introduced to the refined aromas and cultural depth of Chinese sauce-aroma baijiu, enriching their understanding of this unique spirit. Xi asserted that Langjiu's visit to Italy showcased the brand's commitment to sharing Chinese baijiu culture globally and promoting the internationalization of traditional industries.

Following its debut in Italy, Langjiu’s global campaign is set to continue in France, the United States, Japan, Australia, and more, using its premium liquor as a conduit for dialogue, cultural exchanges, and cooperation across borders.

This ambitious effort by Langjiu epitomizes its strategy of leveraging its rich heritage and craftsmanship to build bridges between cultures, fostering a deeper appreciation for craftsmanship in both the fashion and beverage industries.