On January 30, the Palazzo Bronny, Paris, France, hosted by the Ministry of Culture and Tourism of China and the Chinese Embassy in France, as one of the opening activities to celebrate the 60th anniversary of the establishment of diplomatic relations between China and France and the opening of the Sino-French Year of Culture and Tourism. The "China" Tourism Promotion Conference (hereinafter referred to as the Promotion Conference) was held wonderfully. 2024 is the 60th anniversary of the establishment of diplomatic relations between China and France and the year of Sino-French cultural tourism.
"Hello! The "China" tourism promotion conference was held at the Palais Bronya in Paris, France.
At the site of the promotion meeting, the Sichuan Cultural Tourism Exhibition rich in Chinese elements, the brilliant "Taste of the Chinese Year" palace lantern series of Guojiao 1573, and the Guojiao 1573 Chinese special wine attracted the guests and friends to stop and watch and taste, and a new chapter of the exchange journey between Chinese and French cultures was opened.
Shouldering the mission of spreading culture, Luzhou Laojiao added color to the event
On January 27, 1964, China and France issued a joint communiqué to formally establish diplomatic relations at the ambassadorial level, making France the first Western power to establish diplomatic relations with China. By 2024, China and France have gone through an extraordinary journey hand in hand.
Culture and tourism are connected, exchanges and interactions. Since the establishment of diplomatic relations between China and France 60 years ago, the two countries have been illuminating each other like two bright lights, and have achieved fruitful results in the field of cultural exchanges and mutual learning, showing vigor and vitality.
Luzhou Laojiao Scenic Area is a key scenic spot for Sichuan cultural tourism.
In the process of helping the exchange and interaction between Chinese culture and world culture, Luzhou Laojiao has created a series of major cultural tourism projects with its long history and profound cultural connotation. In 2013, Luzhou Laojiao Tourist Area was rated as a national 4A-level tourist attraction, with 1573 National Treasure Cellar Ponds, Luzhou Laojiao Museum, stone carving reliefs, Longquan Wells, cultural relics stele forest and other scenic spots, helping to spread China's fragrant liquor culture.
Wang Hongbo, executive deputy general manager of Luzhou Laojiao Co., Ltd., participated in the Sino-French tourism dialogue.
Wang Hongbo, executive deputy general manager of Luzhou Laojiao Co., Ltd., was invited to participate in the Sino-French tourism dialogue and shared the achievements and experiences of enterprises in the integration of culture and tourism. Secondly, we should be good at integrating resources to carry out cross-border cooperation and enhance the attention at home and abroad.
Guojiao 1573 x Chinese filigree inlay technique "Taste of the Chinese Year" palace lantern series works were unveiled at the promotion meeting.
At the promotion meeting, there was also a series of palace lanterns created by Guojiao 1573 and the inheritors of Chinese filigree inlay skills. This series of works organically combines the traditional Chinese filigree inlay skills with the shape of the palace lantern and the auspicious beast, and the whole body is covered with gold, gilded and colorful. The four sacred beasts of dragon, phoenix, crane and unicorn are selected in the modeling, symbolizing auspiciousness, wealth and auspiciousness, allowing the people of the world to see the breadth and profundity of China's excellent traditional culture and traditional handicrafts, which is a dialogue between oriental aesthetics and French romance.
The guests at the meeting watched the Guojiao 1573 x Chinese filigree inlay technique "Taste the Chinese Year" palace lantern series works.
Not long ago, the work won the Platinum Award of the London Design Award as an important part of the "Three Key Festival Creative Projects of Guojiao 1573 x China Intangible Cultural Heritage IP Brand". "It's so beautiful! I was impressed by this work, they look noble and elegant", "This is what I imagined Chinese culture to look like", "What a wonderful work of art", "Guojiao 1573 refreshed my perception of Chinese baijiu", "This wine makes people feel comfortable, both in terms of aroma and taste", ......With the blessing of the "Taste of the Chinese Year" palace lantern series and the 1573 wine of Guojiao, the Chinese and foreign guests who participated in the cocktail party of the promotion meeting lingered.
Guojiao 1573 Chinese special wine was deeply loved by the guests.
As a typical representative of Chinese liquor, Guojiao 1573 not only serves the needs of consumers for a better life, but also shoulders the mission of spreading Chinese culture, continuously innovating cultural expressions, and letting the world taste China.
700 years of ingenuity, history has been tempered to create the thickness of the brand
60" will become the key word throughout the Sino-French Year of Cultural Tourism. In the traditional Chinese dating method, 60 years is called "Yijiazi", which is used to describe a complete stage of development of things, and has important connotations and symbolic meanings. Similarly, focusing on the individual, there is also a Chinese proverb that "sixty is smooth", which refers to the fact that based on rich life experience, people have a more comprehensive and objective knowledge and understanding of life, and often have a more open, tolerant and wise attitude towards the things around them.
This spirit is applicable to the diplomacy of major countries, as well as to the inheritance of culture and the precipitation of ingenuity, and the more time passes, the more precious it becomes. For Luzhou Laojiao, a wisp of strong fragrance can travel through 7 centuries.
The traditional brewing technique of Luzhou Laojiao wine.
Since 1324, Luzhou native Guo Huaiyu created the glycol koji, 700 years, Luzhou Laojiao liquor traditional brewing skills continue to develop and improve, after 24 generations of Luzhou Laojiao Guojiao people's benevolence, ingenuity and concentration, to now has formed a complete set of mud cellar incense, continued dregs ingredients, mixed steaming and mixed firing, solid distillation, looking at flowers and picking wine, cave aging and other complete skills, and in 2006 was selected into the first batch of "national intangible cultural heritage list", known as "living brewing skills". This technique is known as the "Living Double National Treasure" along with the 1573 National Treasure Cellar Pond Group, which became the first "National Key Cultural Relics Protection Unit" in China's liquor industry in 1996. It should be emphasized that since the 1573 National Treasure Cellar Pond was established in 1573, it has been brewing for 451 years and is known as the "Living Sake Cellar Pool". Here is a statistic, more than 90% of the original ancient cellar ponds in China that have more than 100 years of continuous winemaking are in Luzhou Laojiao.
Luzhou Laojiao Guojiao people always insist on being friends of time, uphold the values of openness, inclusiveness, innovation and sharing, and carry forward the Chinese fragrance.
Cultural infiltration and development texture, based on the world to cultivate brand culture
The context of a brand is often closely related to the course of history. As a large state-owned enterprise, Luzhou Laojiao has both top-level planning and detailed efforts for the deep cultivation of culture.
Wang Hongbo, executive deputy general manager of Luzhou Laojiao Co., Ltd., delivered a speech for the cocktail party.
Wang Hongbo mentioned at the promotion meeting that as the inheritor and promoter of China's excellent traditional culture, Luzhou Laojiao has held the Luzhou Laojiao National Cellar 1573 Sealing Ceremony on the second day of the second lunar month every year since 2008. Over the past ten years, through the inward cultivation of the "Sealing Ceremony", we have kept the heart of inheritance and the ambition of innovation, continuously led the historical context of Luzhou Laojiao to bloom with the glory of the times, and continued to consolidate its own cultural foundation.
In addition to deep cultivation inward, Luzhou Laojiao also borrowed the power of culture, based on the present, looking at the world, and continued to break the circle outward. In recent years, by holding the International Poetry and Liquor Culture Conference, Luzhou Laojiao has built a bridge for the communication and exchange of poetry and liquor culture at home and abroad, promoted the innovative and diversified expression of Chinese liquor culture, and helped Chinese liquor culture to the world. Luzhou Laojiao and Guojiao 1573 "Let the World Taste China" global tour also started in 2017, and has successively entered New York, Brussels, Paris, Singapore, Kuala Lumpur, Melbourne and other cities to carry out more than 50 cultural exchange activities, narrowing the distance between Chinese liquor and the world.
Guojiao 1573 became the popular king of the promotion meeting.
From ancient times to the present, fine wine is to better meet the needs of people around the world for a better life and enrich people's spiritual world. There are stories, cultures, and sustenance in wine, and there are also multiple spirits such as abundance, sweetness, joy, and tenacity. In addition to focusing on this promotion meeting, Luzhou Laojiao is also about to shine in the 33rd Paris Olympic Games to witness victory and glory together.
Nowadays, with the continuous improvement of China's influence in the world economy and culture, the internationalization of Chinese liquor has also ushered in unprecedented development opportunities. At this stage, Luzhou Laojiao's product sales network covers more than 70 countries and regions around the world, while serving the consumption needs of people around the world, Luzhou Laojiao will further expand the influence of Chinese liquor in the world, and share the unique charm of Chinese culture with global consumers.