Fenjiu Shines in Milan at the 2025 “Chinese Brands Going Global” World Tour
MILAN, May 30, 2025 — As the “2025 Chinese Brands Going Global· Worldwide Tour” commenced in Milan, Italy, Fenjiu, a major Chinese liquor brand, took center stage. The event, themed “New Quality Leads, Brands Set Sail,” was guided by the Consulate General of the People’s Republic of China in Milan, hosted by the Global Times, and co-organized by Fenjiu International and the China Chamber of Commerce in Italy. Its goal was to promote Chinese brands internationally and emphasize their cultural value.
Fenjiu, a leading representative of Chinese baijiu culture, demonstrated its dedication to quality and cultural preservation. With its long history, innovative approach, and strategic planning, Fenjiu aims to significantly impact the global market, bridging the gap between being a renowned Chinese liquor and a world-renowned one.
Zhang Weidong, General Manager of Shanxi Xinghuacun Fenjiu International Trade Co. Ltd., emphasized the historical importance of food and wine as “ambassadors” between China and Italy. He pointed out that while Italian wines and pizza are popular in China, Chinese baijiu, like Fenjiu’s Zhuyeqing liquor, has also established a presence in Italy, being available in Milan for over 40 years.
Zhang emphasized that Fenjiu’s global success depends on both quality and culture. He stated, “Our products represent not only Chinese quality but also the rich Chinese culture.” Fenjiu has chosen to align with international standards, lead the industry, and use its consistent quality and unique brewing methods to convey a compelling globalization narrative.
According to Zhang, Fenjiu’s global expansion strategy involves cultural immersion and market penetration. The company has utilized overseas Chinese networks to boost local consumption and entered the local bar scene through cocktail mixology, generating interest among international consumers. Currently, Fenjiu is available in over 60 countries and regions, with a network of more than 100 distributors, 9,000 retail outlets, and 180 duty-free stores worldwide.
Geng Xiewei, Economic and Commercial Counsellor of the Consulate General of the People’s Republic of China in Milan, mentioned that Chinese liquor companies have created unique internationalization models by leveraging overseas Chinese networks and integrating with local cultures. He stated, “Fenjiu’s successful entry into the Italian market through localization strategies provides a positive example for other Chinese brands.”
Cheng Xuan, President of the China Chamber of Commerce in Italy and General Manager of ICBC Milan Branch, described Europe as a “crucible” for global brands. He noted that the EU’s strict standards for product quality and environmental protection have helped Chinese companies establish a reputation for excellence. Furthermore, European consumers’ preference for high-quality products has motivated Chinese brands to introduce premium offerings, enhancing brand value and market positioning.
During a roundtable discussion on “Chinese Brands Going Global,” Huo Xiaoli, Italy Business Director of Fenjiu International, shared insights into the company’s European strategies. She emphasized that brand internationalization involves not only exporting products but also fostering cultural dialogue and value resonance. In Italy, Fenjiu has concentrated on cultural engagement by hosting tastings, participating in international spirits fairs, and organizing Sino-Italian liquor cultural exchanges. These initiatives aim to overcome cultural barriers and highlight Fenjiu’s unique brewing expertise and flavor profile.
Fenjiu has also implemented a “key cities + core channels” strategy, targeting major international cities such as Milan and Rome and partnering with high-end Chinese restaurants, gourmet supermarkets, and cocktail associations. Additionally, the company has engaged younger consumers through innovative marketing campaigns.
Fenjiu’s global journey began in 1992 with the establishment of its import-export company. Since then, it has consistently led Chinese baijiu in international standards and quality control. In recent years, Fenjiu has accelerated its globalization efforts by opening experience centers in Cologne, Singapore, and Macao, and by becoming the official liquor of the 2023 BRICS Summit in South Africa.
Company: Global Times Online
Contact Person: Qin jing
Email: qinjing@huanqiu.com
Website: www.huanqiu.com
Telephone: 010-65361101
City：Beijing
“`
Fenjiu Shines in Milan at the 2025 “Chinese Brands Going Global” World Tour
MILAN, May 30, 2025 — As the “2025 Chinese Brands Going Global· Worldwide Tour” commenced in Milan, Italy, Fenjiu, a major Chinese liquor brand, took center stage. The event, themed “New Quality Leads, Brands Set Sail,” was guided by the Consulate General of the People’s Republic of China in Milan, hosted by the Global Times, and co-organized by Fenjiu International and the China Chamber of Commerce in Italy. Its goal was to promote Chinese brands internationally and emphasize their cultural value.
Fenjiu, a leading representative of Chinese baijiu culture, demonstrated its dedication to quality and cultural preservation. With its long history, innovative approach, and strategic planning, Fenjiu aims to significantly impact the global market, bridging the gap between being a renowned Chinese liquor and a world-renowned one.
Zhang Weidong, General Manager of Shanxi Xinghuacun Fenjiu International Trade Co. Ltd., emphasized the historical importance of food and wine as “ambassadors” between China and Italy. He pointed out that while Italian wines and pizza are popular in China, Chinese baijiu, like Fenjiu’s Zhuyeqing liquor, has also established a presence in Italy, being available in Milan for over 40 years.
Zhang emphasized that Fenjiu’s global success depends on both quality and culture. He stated, “Our products represent not only Chinese quality but also the rich Chinese culture.” Fenjiu has chosen to align with international standards, lead the industry, and use its consistent quality and unique brewing methods to convey a compelling globalization narrative.
According to Zhang, Fenjiu’s global expansion strategy involves cultural immersion and market penetration. The company has utilized overseas Chinese networks to boost local consumption and entered the local bar scene through cocktail mixology, generating interest among international consumers. Currently, Fenjiu is available in over 60 countries and regions, with a network of more than 100 distributors, 9,000 retail outlets, and 180 duty-free stores worldwide.
Geng Xiewei, Economic and Commercial Counsellor of the Consulate General of the People’s Republic of China in Milan, mentioned that Chinese liquor companies have created unique internationalization models by leveraging overseas Chinese networks and integrating with local cultures. He stated, “Fenjiu’s successful entry into the Italian market through localization strategies provides a positive example for other Chinese brands.”
Cheng Xuan, President of the China Chamber of Commerce in Italy and General Manager of ICBC Milan Branch, described Europe as a “crucible” for global brands. He noted that the EU’s strict standards for product quality and environmental protection have helped Chinese companies establish a reputation for excellence. Furthermore, European consumers’ preference for high-quality products has motivated Chinese brands to introduce premium offerings, enhancing brand value and market positioning.
During a roundtable discussion on “Chinese Brands Going Global,” Huo Xiaoli, Italy Business Director of Fenjiu International, shared insights into the company’s European strategies. She emphasized that brand internationalization involves not only exporting products but also fostering cultural dialogue and value resonance. In Italy, Fenjiu has concentrated on cultural engagement by hosting tastings, participating in international spirits fairs, and organizing Sino-Italian liquor cultural exchanges. These initiatives aim to overcome cultural barriers and highlight Fenjiu’s unique brewing expertise and flavor profile.
Fenjiu has also implemented a “key cities + core channels” strategy, targeting major international cities such as Milan and Rome and partnering with high-end Chinese restaurants, gourmet supermarkets, and cocktail associations. Additionally, the company has engaged younger consumers through innovative marketing campaigns.
Fenjiu’s global journey began in 1992 with the establishment of its import-export company. Since then, it has consistently led Chinese baijiu in international standards and quality control. In recent years, Fenjiu has accelerated its globalization efforts by opening experience centers in Cologne, Singapore, and Macao, and by becoming the official liquor of the 2023 BRICS Summit in South Africa.
Company: Global Times Online
Contact Person: Qin jing
Email: qinjing@huanqiu.com
Website: www.huanqiu.com
Telephone: 010-65361101
City：Beijing
“`