One of the oldest Chinese liquor company Luzhou Laojiao Co., Ltd, collaborating with world-renowned composer Tan Dun, held a gala dinner in New York on April 1, 2017, as the landmark exhibition The Age of Age of Empires: Chinese Art of the Qin and Han Dynasties (221 B.C.– A.D. 220) taking place in the Metropolitan Museum. It set out the company’s global cultural journey “Guo Jiao 1573Let the World Savor China” in 2017 with an aim of carrying forward Chinese culture.

With China’s overall rise in world politics, economics and culture in recent years, more and more Chinese enterprises join in the international market to participate in global competition. As a representative of domestic enterprises, Luzhou Laojiao kicks off the global journey to disseminate Chinese Baijiu culture and to further promote Baijiu in alcoholic beverage’s international market.

Luzhou Laojiao Co., Ltd Chairman Liu Miao

Luzhou Laojiao Co., Ltd Chairman Liu Miao addressed in the dinner that the company comes abroad in response to the international development trend of Chinese liquor. This global journey was set to build the world a bridge for culture communication and collaboration by “letting the world savor China”.

World-renowned composer Tan Dun

According to Tan Dun, with a same commitment of promoting cultural exchanges, he believed that the collaboration is very meaningful as they use their own language to jointly share Chinese culture with the world. Tan Dun said that brewing Baijiu is quite similar to music composing, are two forms of cross-culture communication, “It’s all about blending.”

The history of the distillery dates back to 1573 in the Ming dynasty. The number 1573, said Tan Dun, can also be interpreted as music notes, and formed a beautiful melody. Tan Dun hopes the world can savor love and Chinese culture through Luzhou Laojiao’s Guo Jiao 1573.

President of the National Committee on United States-China Relations Stephen Orlins mentioned in the interview that Guo Jiao 1573, representing the Chinese traditional culture, helps to enhance the cultural communication between China and the United States through tasty Baijiu.

This is not the first time for Luzhou Laojiao to draw attention in the U.S. Representing one of the Chinese traditional industries, the company won a gold medal in Panama-Pacific International Exposition, the world’s first fair held in San Francisco in 1915.

The 23rd generation inheritor of Luzhou Laojiao’s brewing technique Zeng Na showcases special Chinese cocktails blended with Baijiu, and presents five ways to appreciate Baijiu during the gala dinner.

According to the company, starting from New York, Luzhou Laojiao will continue its global cultural journey to let the world savor China with Chinese culture blending into Chinese liquor, and to encourage cultural exchanges and collaboration internationally.