Langjiu of China Hosts 'Welcoming the World' Event in Italy to Promote Baijiu

Langjiu's Cultural Showcase in Italy: A Step Towards Global Presence

Langjiu, one of the most renowned baijiu brands hailing from China, recently took a significant step toward global outreach by hosting the event titled 'Langjiu Chinese, Welcoming the World.' Held from October 20 to 23 in Italy, this occasion not only showcased the elegance of baijiu but also intertwined cultural dialogues with the fields of fashion and fine dining.

The highlight of this event was the brand's participation in the 2025 Global Fashion Summit in Milan, where Langjiu stood out as the exclusive liquor partner. This partnership served to emphasize the cultural richness of baijiu in a contemporary context, entwined with the ongoing discussions about fashion's evolution, sustainability, and innovation. During the summit's inaugural ceremony, Luo Xi, Langjiu's General Deputy Director of International Business, articulated the commonalities that exist between the craft of fine beverages and the art of fashion, describing both as 'arts of time' reflecting creativity and craftsmanship.

The summit also provided a platform for significant exchanges, drawing together influential figures from governmental bodies, industry associations, and leading enterprises. Luo Xi noted that while fashion and spirits might appear to inhabit entirely different realms, they both express individuality and aesthetics at the highest level.

Following the summit, Langjiu hosted a themed cocktail evening featuring Qinghua Lang, where guests savored innovative aperitif cocktails that blended Eastern and Western traditions. Italy served as the first landmark of Langjiu’s global campaign aimed at welcoming the worldwide market to experience the unique attributes of Chinese baijiu.

During their Italian excursion, Langjiu's team also traveled to Florence, engaging in meaningful conversations with representatives from Marchesi Mazzei, a prestigious Italian winery that boasts over 650 years of history. The discussions encompassed various topics including wine philosophies, regional terroirs, and potential collaborations between the two esteemed brands. Marchesi Mazzei's president, Francesco Mazzei, praised Langjiu's dedication to craft and expressed enthusiasm over possible partnerships, further enriching the dialogue on international wine-making practices.

The gala tasting event, known as Qinghua Lang Night, was another highlight, hosted in Florence. Attended by municipal officials and local vineyard owners, the evening celebrated the aromatic complexities and cultural heritage of Chinese baijiu, especially focusing on the unique flavor notes often likened to soy sauce. During this event, Luo reiterated the brand’s commitment to promoting the global proliferation of Chinese baijiu culture while accentuating the importance of traditional industries’ internationalization.

With the culmination of its Italian venture, Langjiu plans to broaden its reach to France, the United States, Japan, Australia, and several other regions, utilizing its exquisite liquors as a bridge for cultural interaction and collaboration. The endeavor aims to kindle a greater understanding of Chinese heritage and practices in the art of liquor-making, thus inviting the world to embrace and celebrate this age-old tradition.

In conclusion, Langjiu’s event in Italy marks an essential milestone in its quest for global recognition and appreciation. This initiative not only represents a step towards cultivating international partnerships but also highlights the importance of cultural storytelling through beverage craft, making baijiu recognized on a worldwide stage.