National People's Congress Representative Chen Bairong: Chinese Baijiu Culture Will Definitely Go Global

[Global Times - Global Network Report, Reporter Chen Zishuai, Chen Qingqing, Wang Pu, Zhang Xiaoxu] “Chinese liquor and liquor culture will definitely go global.” During the Two Sessions, Chen Borong, a National People’s Congress delegate, a first-level national sommelier, and a beverage designer at Shede Spirits Research Institute, told the Global Times that the company’s liquor has already been exported to 42 countries, with exports increasing year by year. “Due to differences in culture, customs, and brewing techniques between China and foreign countries, foreigners’ acceptance of Chinese liquor was low in the past. As China’s cultural outreach expands, foreigners are gradually beginning to accept Chinese liquor and respect its culture. This process takes time.”

Chen Borong explained that currently, China’s annual production of liquor accounts for about 38% of the world’s distilled spirits total, with exports making up about 2.3%. “Although exports are not large, the numbers are growing. As Chinese culture goes abroad, more people will learn about Chinese liquor culture.”

The Global Times reporter noted that in recent years, there have been many videos online of foreigners trying Chinese liquor for the first time and being “spicy tears,” but in recent years, many foreigners have started to appreciate Chinese liquor.

Chen Borong said that Western spirits generally have a simple flavor, while Chinese liquor is “the shape of water, the character of fire,” with a richer taste. In the past, foreigners trying Chinese liquor might have found the flavor too complex.

As a beverage designer, she also mentioned that among the eight major distilled spirits worldwide, the production process of “Chinese liquor” is the most complex. “Chinese liquor is fermented naturally in an open environment without additives. Its aroma comes from the raw materials themselves and the brewing and storage processes.”

Additionally, Chinese liquor companies have begun to use AI to assist in brewing. Chen Borong told reporters, “AI significantly improves efficiency and the quality of the liquor in processes like fermentation, brewing, and testing.”

The reporter noted that in recent years, the government has been promoting innovation in the brewing industry. In October 2025, the Ministry of Industry and Information Technology will include brewing in the category of ‘historical classic industries.’ In February this year, three departments jointly issued guidelines to promote quality improvement and upgrading in the brewing industry. “The guidelines mention the international development of Chinese liquor. With policy support, the global influence of Chinese liquor and its culture will continue to grow,” Chen Borong said.