The 4th China International Consumer Products Expo opened in Haikou, Hainan province, on April 13. A Shanxi delegation, made up of 36 excellent enterprises, attended the event to comprehensively showcase the province and expand its market both at home and abroad.

The Shanxi delegation dispatched a strong lineup of liquor enterprises, including Shanxi Xinghuacun Fenjiu Factory Co, Shanxi Changzhi Lujiu Co, Shanxi Chateau Rongzi Co, and Shanxi Sida Wine & Beverage Co.

Visiting merchants taste Fenjiu. [Photo/Shanxi Daily]

When introducing their products to consumers, the four booth managers of these liquor companies expressed pride in their long liquor history as well as confidence in their current development. "Lujiu is one of the two historically famous light aroma liquors in Shanxi. The brewing history of Lujiu can be traced back to more than 6,000 years ago. Lujiu and Fenjiu have been renowned since ancient times," stated one manager.

Local residents and business representatives inquire about vinegar products. [Photo/Shanxi Daily]

As another classic Shanxi flavor, vinegar was also found at the expo. Many local residents and business representatives came to inquire about and purchase products at the vinegar booths. "Our products are not limited to Shanxi aged vinegar. We also have the vinegar fermented from fruits, which cater to the current trend of promoting overall health and wellness", said Rong Yu, assistant general manager of Shanxi Rongxin Brewing Co.

The Shanxi exhibition area at this expo covers an area of 400 square meters, and is divided into three sections, namely, the Intangible Cultural Heritage and Time-Honored Brands Zone, the Quality Living Zone, and the Rural Vitalization Zone. Additionally, a live-stream studio has been set up within the exhibition area to disseminate Shanxi culture and its stories through online channels.