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Yellow rice wine (huangjiu) is a historic and iconic industry in Shaoxing, Zhejiang province, brewing the region's rich history and cultural depth.

This year, Shaoxing has prioritized the preservation and promotion of yellow rice wine, striving to strengthen the industry through comprehensive measures in legislative protection, enterprise integration, refining brewing techniques, product innovation, marketing, and cultural tourism.

Statistics indicate that in the first eight months of this year, 11 large rice wine enterprises in Shaoxing are expected to achieve a 9.4 percent year-on-year revenue growth, exceeding last year's increase by 3.2 percentage points. Additionally, R&D spending has surged by 47 percent, up from 46.2 percent in the previous year.

[Photo/VCG]

Currently, Shaoxing hosts seven national time-honored brands and 14 provincial ones. The region also has three provincial-level bases for the productive protection of intangible heritage and two provincial-level workshops.

Shaoxing continues to enhance its rice wine brand by systematically developing high-end products, planning local standards for classification, and establishing a comprehensive industry standard system.

Drawing on its rich cultural heritage, Shaoxing is promoting Huangjiu in tourist areas with travel routes that connect traditional breweries and themed towns.

In November, Shaoxing will host the 2024 China International Huangjiu Industry Expo, featuring promotional events and interactive experiences designed to accelerate the vitalization of the industry.