The 'Fenjiu Quality Life Showcase' was held in Wuhan on July 5th. Themed 'Passionate Sharing, Living for Joy,' the event brought together guests from finance, technology, culture, and entertainment. Through keynote speeches, a robot dance show, and Fenjiu tastings, participants explored the contemporary meaning of a quality lifestyle. As a dedicated quality-of-life IP co-created by the organizers, the 'Fenjiu Quality Life Showcase' has now been held for three consecutive years. Starting with an initial exploration of quality consumption in Guangzhou in 2024, moving to a cyberpunk crossover in Changsha in 2025, and now bringing the life philosophy of 'Tipsy Self-Delight' to the river city of Wuhan, this IP continuously expands the boundaries of expressing quality living. It also consistently witnesses Shanxi Xinghuacun Fen Wine Factory Co.,Ltd. (SHA: 600809) connecting with a new generation of consumers in increasingly youthful, diverse, and open ways.
Discussing Quality Living: 'Tipsy Self-Delight' as a New Era Lifestyle Proposal
The event commenced with opening remarks from the CEOs of the hosting organizations. One speaker began by referencing Wuhan's historical connection to baijiu culture, recalling anecdotes from ancient banquets and poetry to praise the city's forthright, passionate, and inclusive cultural character. As a native of Shanxi, he also shared his deep personal connection to Fenjiu, tracing it from historical records over a thousand years old to timeless poetic verses. He stated that Fenjiu has always been a vital symbol of Chinese alcohol culture, witnessing the continuous evolution of the Chinese people's quality lifestyle. He expressed that truly excellent brands withstand the test of time and continuously evolve with the era. The long-term perseverance embodied in Fenjiu's six-thousand-year brewing history aligns perfectly with the 'long-termism' philosophy advocated in the investment field. It is this very spirit, he noted, that supports Fenjiu's brilliance on domestic and international stages and allows the Eastern 'Qingxiang' aroma to continually radiate new contemporary charm.
Subsequently, a representative from Shanxi Xinghuacun Fen Wine Factory Co.,Ltd. extended a warm welcome to the attendees and elaborated deeply on the theme 'Passionate Sharing, Living for Joy,' explaining the contemporary baijiu brand's original aspirations and reflections. From Fenjiu's perspective, both 'passion' and 'self-joy' point towards a positive, upward-looking attitude towards life, symbolizing a shift in the mindset of the younger generation of consumers. In recent years, Fenjiu has consistently promoted systematic innovation in products, culture, and scenarios. Through nationwide interactive campaigns, city tours, pop-up experiences, and cross-border explorations in areas like 'Guochao' (national trend), anime, and music, it has brought Qingxiang culture into the lives of more young people. This philosophy of evolving with the times was directly translated into the novel and trendy designs at the showcase venue.
Following the opening speeches, a robot dance show took the stage, breaking dimensional boundaries with a futuristic performance that instantly ignited the atmosphere and officially kicked off the subsequent cross-disciplinary intellectual exchange spanning finance, technology, culture, and entertainment.
Cross-Border Ideation and Debate: Embracing Change While Settling the Inner Self
During the keynote speech segment of the showcase, experts from finance, technology, and cultural studies took the stage to engage in an in-depth discussion on the era's proposition of 'Passionate Sharing, Living for Joy,' collectively outlining a multi-dimensional picture of contemporary quality living. A noted economist stated that the fundamental logic of global assets and industries over the past decade has been driven by technological advancement, with AI and computing infrastructure forming the core. What truly influences the future, he noted, is not just the technology itself but also the shifts in consumption and values brought by generational change. For traditional brands to survive and transform, the key lies in understanding the lifestyles of young people. The drinking style of 'a light, tipsy drink' advocated by Fenjiu, combined with the unique clean taste of Qingxiang baijiu, precisely allows young people to find their own sense of control and happiness.
An AI scholar shared his thoughts on a 'negative-entropy life in the digital age' from the perspective of technological iteration. In an era of highly fragmented information, he believes people need to establish internal order amidst continuous external input. Lifestyle choices like being 'tipsy' are essentially a form of recalibrating the attention system, a way to regain mental breathing space and a sense of self-control in a high-density information age.
A senior alcohol culture scholar and author led the audience on a 'roots-seeking journey' along the ancient 'Ten-Thousand-Mile Tea Road,' spanning centuries and thousands of miles, tracing the lineage of Qingxiang wine. He shared the deep historical connection between Fenjiu and Hubei: during the Ming and Qing dynasties, Shanxi merchants brought Fenjiu and its brewing techniques along the Tea Road into the Jing-Chu region, giving birth to local Qingxiang wine varieties like Hanfenjiu and making Wuhan a crucial node in the spread of Fenjiu culture. From Xinghuacun Village to the river city of Wuhan, a cup of Qingxiang wine witnesses the传承 of技艺 and carries cultural交融. As the scholar stated, knowing history is essential to understanding taste; setting aside external standards to remain true to one's own palate is the pinnacle of Eastern aesthetics flowing within traditional Chinese baijiu.
A professor from the cultural and creative fields, drawing from practices in Chinese animation and sound art, emphasized the value that 'expression itself is cultural production.' She pointed out that whether shaping animated characters or voice performance, the essence is the re-creation of cultural context and character spirit. In this process, 'self-joy' is no longer just individual emotional expression but becomes the natural outcome of activated cultural resonance. While steadfastly adhering to ancient techniques like separate fermentation in earthen jars and pursuing pure quality, Fenjiu dares to embrace the diverse scenarios of young people with a non-conformist, uncompromising attitude, serving as a model for the living preservation of traditional culture. Both Chinese animation and Fenjiu, she concluded, are using the most modern scenes to tell the world an Eastern story that never loses its cultural roots.
From macroeconomics to artificial intelligence, from historical dissemination to cultural expression, the perspectives of multiple guests converged on a clear reality: against the backdrop of technological acceleration and structural reshaping, the connotation of 'quality life' is undergoing profound change. It is no longer merely about material abundance and consumption upgrades. Instead, it represents the individual's re-affirmation of their own rhythm, emotional structure, and spiritual order amidst the flood of information, generational shifts, and cultural reconstruction.
Immersive Experience and Emotional Resonance: Reaching the 'Tipsy Self-Delight' Moment at the Interactive Venue
After the rational stimulation of cross-border ideation, the showcase handed the stage to more immersive performances and interactive segments, using the language and scenarios beloved by the younger generation to offer another vivid interpretation of 'passion' and 'self-joy.' Singer and actress Lai Meiyun performed her original single 'Flying Bird' live. This self-composed piece compares the individual to a bird constantly seeking direction while growing, using a light, healing melody to convey the power of breaking free from internal struggles and bravely pursuing one's passions. This aligns perfectly with the event's advocated 'self-joy'理念—in a constantly changing world, always remaining true to oneself and having the courage to be oneself.
During interactive exchanges, Lai Meiyun also shared her impressions of Fenjiu. She mentioned that Fenjiu's unique ancient jar fermentation process imparts a 'sweet, refreshing, and pure' versatility to the liquor, which highly suits the taste preferences of young consumers and can integrate into their diverse life scenarios.
As the on-stage interactions and main venue performances concluded successfully, the meticulously designed city-limited interactive exhibition area in the outer lobby also saw a surge in visitor engagement. Attendees could sample specially crafted beverages using Fenjiu as a base, participate in soccer penalty shootout games, and experience cross-dimensional cosplay photo opportunities. With various interactive installations in full swing, the lively atmosphere on-site became a dynamic scenario for young people to perceive 'quality living.'
The wisdom of 'Tipsy Self-Delight,' superficially an innovation in drinking form, fundamentally represents a重构 of life attitude. Without limits, without blindly following, within that tipsy state lies one's own attitude. As traditional cultural veins and contemporary trends surge forward side by side, Shanxi Xinghuacun Fen Wine Factory Co.,Ltd. is translating the inherent elegance of traditional culture into the social code of contemporary youth in increasingly open and diverse ways. In the midsummer of the river city and the gentle tipsiness of Qingxiang, every person dedicated to living seriously found their own answer to a high-quality life through this boundary-breaking, cross-border showcase.
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