Chang'an Sauce-flavored Liquor Deeply Participates in the Huaxu Cultural Festival

 

On March 31 , 2025 , the grand ceremony to commemorate Hua Xu, the founder of the Chinese Baijiu (white liquor) clan, was solemnly held at the Hua Xu Mausoleum Square in Lantian County, Shaanxi Province. As practitioners of the inheritance of Chinese Baijiu culture, Yin Tao, CEO of Sales, and Ju Yuancheng, President of Channel Development, led a delegation from Chang'an Liquor Industry to participate in the ceremony as the chief officiant, witnessing this important moment of cultural inheritance with more than 500 experts and scholars from home and abroad.

This grand ceremony was jointly hosted by several authoritative institutions, including the Shaanxi Provincial International Cultural Exchange Foundation, and strongly supported by academic institutions such as the Chinese Academy of Social Sciences and the Henan Academy of Social Sciences. The event systematically presented the sacrificial music and dance scenes recorded in the *Zhou Li * (Rites of Zhou) through the restoration of ancient rituals such as the " Nine Offerings Ritual," showcasing the profound texture of Chinese ritual and music civilization. Notably, Chang'an Sauce-flavored Liquor Zhou C8 was selected as the main sacrificial liquor for the ceremony, and its innovative integration of brewing techniques and traditional cultural elements received high praise from the participating experts.

From a cultural perspective, Huaxu's status as the mother of Fuxi and Nuwa, and the progenitor of the Yanhuang ancestors, is clearly recorded in Sima Qian's "Records of the Grand Historian: Basic Annals of the Five Emperors" and many other classic texts. This deep integration of Chang'an sauce-flavored liquor with Huaxu culture is essentially a revaluation of the origins of Chinese civilization by the liquor company — establishing a cultural link between its product positioning and the birthplace of matriarchal clan civilization eight thousand years ago, thus constructing a unique historical narrative within the context of liquor consumption.

At the inaugural Huaxu Culture Development Conference held on April 1st , the cross-sector dialogue between academia and industry was particularly insightful. Experts pointed out that Chang'an Sauce-flavored Liquor has pioneered a new cooperation model of " cultural IP + product matrix " : on the one hand, it reshapes the cultural value of high-end baijiu by relying on the sacrificial scenes of Zhou Dynasty rituals; on the other hand, it revitalizes the contemporary vitality of traditional culture through the development of cultural and creative products. This two-way empowerment mechanism provides an innovative approach for the liquor industry to overcome homogeneous competition.

This collaboration has established a three-tiered value transmission system: the top tier establishes cultural legitimacy through academic forums, the middle tier constructs ritualistic scenarios through sacrificial ceremonies, and the bottom tier realizes cultural monetization through a product matrix. This multi-dimensional operational model may become a benchmark case for cultural marketing in the liquor industry. The cooperation plaque presented to Chang'an Liquor Industry by the organizers on-site is an official endorsement of its cultural strategy.

What deserves industry attention is that Chang'an Baijiu has broken away from the traditional title sponsorship model, instead deeply engaging in the construction and dissemination of cultural value systems. This shift from " cultural integration " to " cultural co-creation " may reshape the relationship between baijiu brands and traditional culture. Driven by both consumption upgrades and cultural confidence, Chang'an Baijiu's exploration provides a highly valuable example of how baijiu companies can creatively transform cultural heritage.