On May 17, Xiangjiao as the only representative of Hunan liquor participated in the 9th China (Shenzhen) International Cultural Industries Fair together with Huxiang cultural treasures as Hunan embroidery, Hunan porcelain, etc. 

Vice President and Executive Director Li Jianchu of Xiangjiao Distillery said, “The wine rite culture is an important branch of Chinese culture, and Hunan as one of the sources of alcohol has a time-honored history of over 4 millennium years up to now. How to carry forward Huxiang culture has been always in the thinking and exploration of Xiangjiao. 

From the evacuation of the national first-class culture of relics as “HuiShou Longpan Hu-Pot” (a pit with a dragon winding and looking back) in the last century in Shaoyang, to the “evolution” of the ancient methods of making wine to the present innovative ecological technology, as well as the green ecological wine-making city, it is the impressive and moving “ecological image” behind the strong and rich ambience of Huxiang culture.  And “ecological” is also the significant philosophy in Xiangjiao’s publicity to the outside world this time.

“We mustn’t build ‘castle in the air’ when inheriting and carrying forward the Huxiang Culture but seek for the accurate ‘carrier’.” Li Jianchu said that President Wu Xiangdong of the Group required Xiangjiao Distillery should preserve in promoting the brand through culture, depending on which to guide the consumption and explore the market, meanwhile, the connotation of culture shall be infused into products, once the traditional industry contacted the fragrance of culture, the value-added and competitiveness of the brand could be improved greatly.

At present, the Group has invested RMB 2.7 billion to establish the “Ceramic Art Cultural Industrial Park” in Liling, Zhuzhou, and the phase-Ⅰproject will be completed by the end of the year.