5,000 years

preserved and not be forgotten.”

The China Foundation for Cultural Heritage Conservation agrees; a spokesperson noted that, “As a fast-growing developing country, China’s numerous and colorful examples of intangible cultural heritage are precious treasures. We hope that with the joint efforts of us all, we can integrate our lives and achieve the ‘rejuvenation of traditional culture and serve the real economy.”

China’s baijiu culture has a long history, and it also derived a lot of “non-heritage” skills.

The company also said the focus of intangible heritage protection will lie in the domestic market rather than promoting it abroad.

“Many well-known brands in the baijiu industry are expanding the overseas market. I greatly appreciate this,” Shu said.

“For us, it is uncertain whether Chinese consumers have understood the cultural heritage enough. When the time is right and the domestic consumers can have a good experience with baijiu and the related cultural heritage, then we can go to the world.”

Lei Jiayin, a well-known Chinese actor, was selected by Shuijingfang as its first representative of the intangible cultural heritage protectors.

“What I discovered is that baijiu might be the biggest secret ever in the history of world alcohol categories, and is the biggest spirit type in the world by value with its glorious history and complex fragrance,” Lei said.