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The China International Huangjiu Industry Expo 2026 and Huangjiu Carnival opened on Nov 7 in Shaoxing, Zhejiang province, celebrating the rich heritage of yellow rice wine, known as huangjiu.

Shi Huifang, Party secretary of Shaoxing, outlined the city's plans to strengthen its yellow rice wine industry through policy guidance, technological innovation, industrial upgrading, and cultural development.

For the industry to move forward, Song Shuyu, chairman of the China Alcoholic Drinks Association, said it must overcome geographical and age-related barriers and become more fashionable, international, and modern. He also urged further research into flavor compounds, functional ingredients, and health mechanisms, alongside advances in smart brewing and green, low-carbon production.

Arthur Williams, Jamaica's ambassador to China, highlighted opportunities for closer cooperation between the two countries in trade, brand partnerships, event exchanges, and wine-related tourism. He noted that Shaoxing companies and technical teams have conducted talent training and industrial cooperation in Jamaica in recent years.

The opening ceremony also featured the premiere of The Return of the Wine God, China's first original micro-drama about yellow rice wine culture. Research reports, technological achievements, and group standards were also released.