A Century of Craft, FenShare the World: Panama-Pacific International Exposition 110th Anniversary and FenShare the World Fenjiu Global Lauch Ceremony Held in New York

On December 15 (U.S. Eastern Time), a commemorative event marking the 110th anniversary of Fenjiu’s Gold Award at the Panama–Pacific International Exposition, together with the global launch of “Fenjiu Shared with the World”, was held in New York City, the United States. U.S. Congresswoman Grace Meng sent a congratulatory message to the event. Sun Liping, Deputy Consul General of the Consulate General of the People’s Republic of China in New York; Pan Yan, Head of the Overseas Chinese Affairs Office of the Consulate General of the People’s Republic of China in New York; Lester Chang, member of the New York State Assembly; Christopher Marte, member of the New York City Council; Peter Zhang, President of the Sino-American Friendship Association. Friendship Association; Xue Zhen, Secretary-General of Brilliance Beacon Award; Deng Long, Chairman of the US Chinese Chamber of Commerce; and more than 100 guests from political, business, and academic circles in both China and the United States attended the event. Also present were Yuan Qingmao, Party secretary and chairman of Fenjiu Group; Zhang Yongyong, Vice President of Shanxi Xinghua Cun Fenjiu Distillery Co., Ltd.; along with heads of relevant departments of Fenjiu.

Yuan Qingmao, together with other distinguished guests, unveiled the new product series “FenJoy the World—The Loong Collection by Fenjiu”.

Lester Chang and Christopher Marte delivered remarks at the event.

Lester Chang noted that Fenjiu serves as an important “flavor bridge” for cultural exchange between China and the United States. He said that through systematic tasting education, proactive policy support, and community-based engagement mechanisms, Fenjiu can better integrate into and adapt to the U.S. market.

Christopher Marte remarked that the market potential of Chinese baijiu in the United States is not confined to the Chinese community alone. He also shared observations on consumption trends among New York-based consumers, highlighting their evolving preferences for different spirits brands and categories.

 Zhang Yongyong, Dr. Amaj Rahimi Midani—Special Adviser to the United Nations Institute for Training and Research (UNITAR), the Food and Agriculture Organization of the United Nations (FAO), and the United Nations Development Programme (UNDP)—as well as Zhang Jinping, delivered keynote speeches at the event.

In his remarks, Zhang Yongyong stated that the launch of the “FenJoy the World—The Loong Collection by Fenjiu” represents a concrete step in Fenjiu’s Internationalization 1.0 model. Looking ahead, Fenjiu will continue to advance its global strategy, guided by a long-term vision, moving from localized, limited-market entry toward a systematic global expansion, and actively integrating into mainstream international consumption scenarios and diverse cultural contexts.

Dr. Amaj Rahimi Midani noted that in response to the new challenges brought about by the era of artificial intelligence, Fenjiu should continue to uphold its social responsibilities, promote the coordinated development of science and culture, and work jointly toward building a sustainable future.

Zhang Jinping emphasized that Fenjiu’s internationalization efforts should focus on three key pathways, including replacing symbolic or superficial output with cultural resonance and making effective use of localized narrative approaches.

In a special address, the head of Fenjiu International Trade Company stated that Fenjiu remains committed to product innovation and system development from a global perspective. By tailoring its offerings to overseas consumer demand, the company has launched the “FenJoy the World—The Loong Collection by Fenjiu”, aiming to meet the diverse needs of international markets through a more globally attuned expression.

During the event, Yuan Qingmao and his delegation held discussions with Fenjiu distributors from the United States and Canada, and engaged in in-depth exchanges with distributors including Dawenhang Liquor, Longsheng Group, Chuxin Trading, and Shoshin International, etc. They also conducted focused research on local international markets, gaining insights into global spirits brands and categories, market performance, and consumer feedback. In addition, the delegation participated in several tasting events held under the banner of “A Special Evening with Fenjiu”, conducting cultural exchanges with local international guests.