In 2003, UNESCO defined intangible cultural heritage (ICH) as a "living heritage" in the Convention for the Protection of Intangible Cultural Heritage. It is not an antique locked in a museum, but a cultural life that can breathe and grow.
Noh theater of Japan lives through the inherited gestures and expressions of actors; French wine survives via the centuries-old winemaking techniques preserved in châteaux; the oral traditions of Kenya's Maasai people endure through the stories told by elders around campfires. Where there are people, there is culture; where there is practice, there is inheritance.
Today, Chinese Baijiu brewing craftsmanship is actively applying for recognition as a World Intangible Cultural Heritage. Yet Baijiu has become a strong calling card of Eastern living culture not through legends or stories alone, but through its still-operating century-old cellars, the intergenerational transmission of craftsmanship, the artisans who still adhere to manual production, and above all, its unwavering determination to expand into the global "blue ocean."
Nowadays, global ICH protection is exploring "how to adapt ancient techniques to modern society," and China's alcohol industry is no exception. On November 12, the 4th China Alcohol Industry Living Culture · Internationalization Conference and the launch ceremony of the "14th Five-Year New Cultural Development Outline for China's Alcohol Industry" were held in Taiyuan, Shanxi.
Amid a new phase of industry development, this conference examined the living value of Baijiu and the international practice of Chinese culture "going global." It enables Baijiu to embody the Chinese nation's historical memories, technical wisdom, and spiritual beliefs in contemporary life, continuing to serve as a cultural bridge connecting the present to the future and China to the world.
Guarding Terroir: The "Living" Essence of Baijiu.
All irreplicable living ICH possesses a unique set of "living genes." For Baijiu, half of these genes are rooted in its inseparable terroir, and the other half lie in its invisible microbial communities. Without either, even the most similar techniques would result in a "soulless product."
Song Shuyu, Chairman of the China Alcoholic Drinks Association, pinpointed the key challenge: "The biggest obstacle to internationalization is not taste or flavor, but category cognition, cultural understanding, value recognition, and acceptance." Once labeled as "overly spicy" and "traditional," Baijiu has now leveraged the global ICH boom to become a symbol of cultural confidence.
This shift in perception stems from the reinterpretation and proactive communication of Chinese cultural genes. By first allowing consumers to experience Baijiu's charm in specific scenarios, its cultural connotations can naturally resonate.
The establishment of a standard system is the cornerstone of this cross-cultural dialogue. Song Shuyu emphasized: "It is imperative to systematically construct an international expression system for Chinese fine wines."
Scotch whisky and French Cognac have secured global discourse power through geographical indications and product standards, offering valuable insights for the Baijiu industry.
The release of the "14th Five-Year New Cultural Development Outline for China's Alcohol Industry" clearly outlines the goal of building an international standardization system. Meanwhile, the drafting of the "Group Standard for Living Cultural Heritage of China's Alcohol Industry" incorporates Chinese cultural elements—including material cultural heritage, intangible cultural heritage, and brewing microbial communities—into the scope of protection and promotion.
In the global market, standards are the core of discourse power.
To date, Baijiu's overseas expansion has achieved initial results: from January to July 2025, total export volume reached 570 million US dollars, with an average price rising to 59.1 US dollars per liter. Fenjiu has expanded to 72 countries and regions worldwide, while brands like Moutai and Wuliangye have entered mainstream retail systems in Europe and the United States.
However, we must remain sober: Baijiu's export volume accounts for only 2.4% of global spirits trade, and true internationalization remains a long and arduous journey. As Yuan Qingmao, Secretary of the Party Committee and Chairman of Fenjiu, noted: "Fenjiu's 1.0 internationalization model is merely a prototype, requiring more arduous exploration."
This dialogue, rooted in Chinese cultural genes, offers no shortcuts—it demands long-term investment and perseverance from the entire industry.
This dialogue concerns not only a bottle of liquor's global journey, but also a nation's cultural expression to the world. It is not about "transforming Chinese genes to fit the world," but about "enabling the world to understand Chinese genes."
The "liveliness" of intangible cultural heritage lies in its deep roots in daily life and its orientation toward the future.
The "liveliness" of China's alcohol industry embodies the Chinese philosophy of "endless vitality and growth." Craftsmen may grow old, but wine culture can be passed down and spread through young people, new scenarios, and global dialogue—forever evolving, forever thriving.
