Shanxi Liuweizhai has been recognized as one of the "Top 10 Exemplary Cases of China Time-honored Brands Tradition Preservation and Innovation" by the Ministry of Commerce's Circulation Industry Development Department. 

The announcement was made on Nov 7 at the International Brands and Chinese Time-Honored Brands Exchange Conference, a key event of the 9th China International Import Expo (CIIE).

Founded in 1738, Shanxi Liuweizhai is a renowned Chinese time-honored brand specializing in traditional marinated meats, once served as imperial tribute. Through diligent efforts to preserve traditional craftsmanship and upgrade its product lines, Liuweizhai has become a vibrant example of tradition preservation and innovation among Shanxi's heritage brands.

During the conference, Han Ying, chief engineer of Shanxi Xinghuacun Fenjiu Factory Co, joined a roundtable as a representative of China's time-honored brands, sharing insights with global business leaders on Fenjiu liquor's brand rejuvenation and its strategies for entering international markets.

Han focused on the internationalization of light-flavor Baijiu liquor, detailing Fenjiu Group's development approach. Since 2015, Fenjiu Group has established an international-standard food safety internal control system to ensure quality for global markets. Additionally, the company has created consumption experiences suited to local dining and bar cultures in various countries.

The conference aimed to create a platform for dialogue between Chinese time-honored and international brands. It also encouraged brands to establish regular dialogue mechanisms and deepen practical cooperation in areas such as R&D, standard alignment, and channel expansion to uncover new global consumption opportunities.

Through the CIIE, Shanxi's heritage brands have continued to invigorate their development, discovering new global consumption markets through dynamic interactions with domestic and international brands.