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Rice wine town popular among travelers and investors

chinadaily.com.cn| Updated: December 23, 2020 L M S

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Shaoxing Rice Wine Town is a national 3A-level scenic area. [Photo/shaoxing.com.cn]

Shaoxing Rice Wine Town is both a popular travel destination and wine industry base located in Dongpu town, Shaoxing, East China's Zhejiang province.

The town, built in 2016, had received over 1 million visitors as of the end of 2019. Major attractions include ancient architecture, local traditions and cultures, and the production of huangjiu, or yellow rice wine.

Shaoxing yellow rice wine is often used as the Chinese equivalent to the ubiquitous cooking sherry. It was first brewed over 2,500 years ago, and its brewing technique was listed as a State-level intangible cultural heritage item in 2006.

In 2019, the town produced over 200,000 tons of yellow rice wine, accounting for half of the city's entire rice wine production. Yellow rice wine from the town boasts a market share of 36.04 percent in Zhejiang province.

In order to appeal to the tastes of young people, local producers invented a rice wine-flavored ice cream stick, which appears in stores every summer. Wrapped in golden foil, the novel ice cream is buttery smooth and unlikely to cause a hangover.

Such efforts paid off, as the output of the town's rice industry increased to 2.75 billion yuan ($420 million) in 2019, up 38.7 percent from 2016.

Location: Dongpu town, Yuecheng district, Shaoxing, Zhejiang province

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