Ceremony Highlights Video
On the morning of December 17, Wuliangye’s 28th Ceremony was held with grandeur at the Liquor Sacred Mountain in Yibin. Centered on the theme “Five Grains Crafted by Heaven, Harmony for Beauty”, the event showcased China’s rich cultural heritage, the distinctive allure of Chinese liquor culture, and Wuliangye’s timeless craftsmanship. Combining ancient ceremonial traditions with artistic innovation, the ceremony offered a magnificent cultural feast to all in attendance. Representing Wuliangye’s international partners, Sinocan Supply Inc.’s Chairman Junqiang Ma and General Manager Lin Ma participated in this grand event, experiencing its profound cultural significance firsthand.
Traditional Rituals Meet Modern Creativity: A Five-Chapter Homage to Wuliangye’s Legacy
Under the solemn opening words invoking blessings of health and prosperity, the ceremony commenced with five chapters: “Welcome,” “Ritual,” “Art,” “Reverence,” and “Fulfillment.” Each chapter presented Wuliangye’s millennia-old legacy through a blend of historical narratives, artistic displays, and immersive rituals, celebrating the spirit of Chinese liquor culture.
In the “Welcome” chapter, inspired by Tang Dynasty aesthetics, flags flew high and drums echoed through the valley as dignitaries were ceremoniously ushered into the ceremonial grounds, surrounded by grandeur and reverence.
The “Ritual” chapter merged ancient instruments and performances with historical reenactments of famous Chinese poets like Du Fu and Su Dongpo, who had visited Yibin. Through artistic storytelling, the scene transcended time, bringing to life Wuliangye’s historical and cultural lineage.
The “Art” chapter featured traditional music and dance, celebrating the timeless craft of liquor making. Guests were transported through history, enveloped in a multisensory experience of sound, sight, and aroma, creating an unforgettable connection to Wuliangye’s heritage.
The “Reverence” chapter honored the heavens, earth, and ancestors through sacred rituals, including hand cleansing, incense offering, and symbolic tributes of water, soil, and grains, embodying respect and gratitude for nature and tradition.
The final chapter, “Fulfillment,” concluded with ceremonial toasts and blessings, including invocations for national strength, agricultural prosperity, and collective unity, encapsulating the spirit of tradition and innovation.
Drawing Inspiration from Tradition to Promote Chinese Baijiu Culture Overseas
This year’s Ceremony invited international distributors to witness its majesty. The immersive cultural experience left a profound impression on attendees, including Sinocan Supply Inc.’s Chairman Junqiang Ma and General Manager Lin Ma.
Junqiang Ma shared in an interview
Junqiang Ma shared in an interview, “The Ceremony revealed the profound depth of Chinese traditional culture and the unparalleled charm of Chinese liquor culture. As an overseas distributor, I feel a tremendous responsibility to share this heritage abroad. This ceremony provided me with inspiration to integrate Wuliangye’s cultural essence into our efforts in Canada, enabling more people to appreciate the unique artistry of Chinese baijiu.”
Lin Ma echoed this sentiment, saying, “The Ceremony highlighted the beauty and richness of Chinese culture. We aim to bring this cultural confidence to Canada, showcasing the craftsmanship and cultural significance of Wuliangye to an international audience. This event is a powerful testament to Wuliangye’s commitment to cultural preservation and innovation.”
Wuliangye’s Cultural Mission and Global Outreach
As a custodian of Chinese liquor culture, Wuliangye continuously draws from the depth of Chinese heritage to tell compelling stories and promote a positive image of China globally. The annual Ceremony exemplifies its dedication to fusing traditional values with modern practices, ensuring that the spirit of Chinese baijiu thrives for generations.
In Canada, a nation celebrated for its cultural diversity, Wuliangye’s message of harmony resonates deeply with local consumers. Sinocan Supply Inc., as Wuliangye’s trusted overseas distributor, is committed to sharing this cultural confidence, enabling more people to discover the unique allure of Chinese liquor culture.
Looking ahead, Sinocan Supply Inc. will continue partnering with Wuliangye to innovate cultural promotion methods and expand Chinese baijiu’s presence worldwide. Together, they will make Wuliangye a global window into the richness of Chinese heritage.