The 12th Beijing International Film Festival (BJIFF) was officially concluded on August 20, 2022. The BJIFF has been committed to enhancing the effectiveness of international communication and showcasing the cultural soft power and international influence of China film. With the theme of “United We Advance”, this edition attracted many domestic and foreign filmmakers, guests from various industries and media.

As a unique label of Chinese culture, Luzhou Laojiao · National Cellar 1573 joined the grand event in the limelight as the “Official Exclusive Liquor Brand”. The sponsorship celebrates the perfect encounter of baijiu culture and films.

　　Zeng Na, First China’s Master of Liquor, 23rd inheritor of the traditional brewing technique of Luzhou Laojiao liquor

From the very first Dingjun Mountain to record high box office gross of The Battle at Lake Changjin, from big hit The Shaolin Temple to world-renowned Crouching Tiger, Hidden Dragon, from Red Sorghum on the rise to well-rated Farewell My Concubine, Chinese filmmakers have been looking for universal presentation of Chinese culture so that more ways of understanding China can be offered to the world. We’ve found that all Chinese masterpieces embody unique Chinese cultural attributes and style.

As the “Official Exclusive Liquor Brand” of BJIFF, Luzhou Laojiao · National Cellar 1573 shows Chinese craftsmanship to the world. The representative of Chinese baijiu originated from the distilled liquor brewed in the imperial brewing cellars in the Wanli period of Ming dynasty (i.e. 1573). It set the industry benchmark for Chinese liquor culture today and is a “living testimony” of the development of distilled liquor brewing process. Its one-of-a-kind brewing technique is included in the first “National List of Intangible Cultural Heritage of China”. When the world looks at China, it’s of real cultural confidence for China to showcase its authentic culture.

An inclusive platform is necessary for communication of Chinese culture. The BJIFF has been held since 2011, aimed to expand international communication of Chinese films, and facilitate films to “go global”. There were four Chinese films shortlisted for the “Tiantan Award”, namely In Search of Lost Time, Kong and Jigme, Off the Stage and Song of Spring, competing against 12 foreign films.

In opinion of Luzhou Laojiao · National Cellar 1573, the BJIFF offers an alternative way for the world to understand China. As a leader of strong-aroma baijiu, Luzhou Laojiao · National Cellar 1573 first put forward the slogan of “let the world experience the refined taste of China”, and has been active in the international community ever since: from 2017 on, Luzhou Laojiao sponsors the World Corporate Golf Challenge (WCGC) to host the Luzhou Laojiao · National Cellar 1573 WCGC China. It’s been successfully held for five years; it established five-year strategic partnership with the Australia Open, one of the four grand slam events, and became the first ever Chinese baijiu brand of the Australia Open; later, Luzhou Laojiao signed Daniil Medvedev, champion of the U.S. Open, as its ambassador; in June 2022, with a focus on inheritance of baijiu culture, Luzhou Laojiao became an industry trailblazer by organizing a national tour of Dance with Baijiu—Baijiu Immersive & Theatrical Appreciation Party so as to carry forward baijiu culture in artistic form and show it to a wider audience.

As the “Official Exclusive Liquor Brand” of BJIFF, Luzhou Laojiao · National Cellar 1573 was served to domestic and international filmmakers and artists at the Cocktail Party of the BJIFF, and truly let the world experience the refined taste of China.

Li Guangjie, Vice General Manager of Luzhou Laojiao Distribution Co., Ltd., address the reception on behalf of the brand. He congratulated the successful organization of the BJIFF, and expressed that the sponsorship of Luzhou Laojiao · National Cellar 1573 of the BJIFF demonstrated the refined artistic taste of Chinese people and profound Chinese culture, and showcased the brand style of Luzhou Laojiao · National Cellar 1573.

The cooperation between Luzhou Laojiao and BJIFF not only let the world experience the refined taste of China but also enabled the world to experience the charisma of Chinese culture up close by means of telling Chinese stories and replicating Chinese rituals.

For Chinese films, only by going global and competing with global cinema can they forge ahead.

For baijiu, let the world experience the liquor and Chinese baijiu culture can go global.

United, film and baijiu advance to showcase Chinese culture in the limelight.

China wishes to be seen by the world, and the world has given positive feedback to the profound Chinese culture.

Over the past 12 editions, there have been more and more nominated and award-winning Chinese films. As Marco Mueller, Director of the Venice International Film Festival, commented, “The BJIFF is presenting a new culture and providing a freer platform for different languages and cultures to be fully represented, and people can explore various new ways of making films.”

Economy grows and culture prospers. As the only country with 5,000 years of civilization in the world, China must work on how to carry forward the cultural classics of the 5,000-year civilization again after rapid economic growth, and show the most beautiful China to the world. It could not be possible without active exploration of all walks of life, excellent products rooted in China’s long-standing culture and absolute cultural confidence. The cooperation between Luzhou Laojiao · National Cellar 1573 and BJIFF has taken an open, shared and progressive pathway to confront international competition and showcase the unique charm of Chinese culture. It not only confidently offered the world with one more way to see China, but also set up a good sample for ourselves. Looking ahead, China will certainly need more such brands and companies to build up confidence, compete with global counterparts with hard power, and enable more traditional Chinese culture and products to go global.