Sharing Shanxi with the World: Fenjiu’s Silk Road, A Fragrant Journey Across Continents

中国白酒的国际化，是地域文化的全球巡礼。作为晋商精神与农耕文明的结晶，汾酒以“行走的山西名片”之姿，将表里山河的历史厚度酿成一杯可感知的“中国味道”。

The globalization of Chinese baijiu represents a worldwide celebration of regional culture. As a crystallization of Shanxi's merchant spirit and agricultural heritage, Fenjiu has become a “mobile cultural ambassador” for Shanxi, transforming the province's profound history into a tangible “Chinese flavor.”

山河为证：一壶汾酒里的山西基因

Landscape as Testament: Shanxi’s Essence in Every Drop

每一滴汾酒都镌刻着山西的山水密码——吕梁高粱的丰硕、汾河水的清冽、黄土高原的气候韵律，共同凝练出“清香型”白酒的筋骨。晋商“纵横欧亚九千里”的胆识，更融入汾酒的魂魄：明清驼队携酒南下，将山西酿造智慧传至汉口、蒙古；如今，青花瓷瓶上的牧童诗句、水墨纹样，化作全球客商眼中的“诗意山西”。当青花30复兴版成为中亚能源合作的举杯之礼，饮下的不仅是酒液，更是“山河形胜、人文璀璨”的山西气质。

Every drop of Fenjiu embodies the natural gifts of Shanxi—the richness of Lvliang sorghum, the purity of Fen River water, and the unique climate of the Loess Plateau, all combining to create its distinctive “light aroma” character. The bold spirit of Shanxi merchants, who “traversed 9,000 miles across Eurasia,” is woven into Fenjiu’s identity: Ming and Qing dynasty caravans carried Fenjiu southward, spreading Shanxi’s brewing wisdom to Hankou and Mongolia. Today, the poetic imagery of a shepherd boy and ink-wash designs on Qinghua porcelain bottles have become synonymous with “Shanxi’s lyrical charm” worldwide. When the Qinghua 30 Revival Edition is toasted at energy cooperation events in Central Asia, what is savored is not just the liquor but the majestic landscape and cultural brilliance of Shanxi.

全球布局：汾酒出口数据亮眼

Global Expansion: Impressive Export Performance

2024年，汾酒出口业绩实现跨越式增长，全年出口额近三千万美元，产品覆盖全球66个国家和地区，新增11个国家级别空白市场。其中，东南亚、中国港澳、以及免税市场表现尤为突出。2025年，汾酒计划在全球市场实现30%的海外增长，进一步扩大全球影响力。

In 2024, Fenjiu achieved leapfrog growth in its export performance, with annual export revenue reaching nearly $30 million. Its products now cover 66 countries and regions worldwide, expanding into 11 new national markets that were previously untapped. Particularly outstanding performance was seen in Southeast Asia, China’s Hong Kong and Macau markets, and duty-free channels. In 2025, Fenjiu aims to achieve 30% growth in overseas markets and further amplify its global influence.

文化破壁：非遗技艺的国际表达

Cultural Breakthrough: Global Expression of Intangible Heritage

汾酒以世界语言重构非遗价值。巴黎卢浮宫内，“清蒸二次清”工艺借全息投影演绎为“东方酿造科学”；首尔中华文化节上，汾酒品鉴会与平遥古城影像展联动，让“酒香里的山西”成为跨文化入口。在东南亚市场，出口玻汾以“山西老醯儿”方言强化地域认同；针对欧美年轻消费者推出的创新产品，成功将杏花村6000年酿酒史与黄河文明深度绑定。当纽约调酒师用汾酒调制鸡尾酒时，山西不再是地图上的符号，而是可品味、可共情的文化图腾。

Fenjiu reinterprets its intangible cultural heritage in a language the world understands. At the Louvre in Paris, the “double distillation” technique is showcased through holographic displays as “the science of Eastern brewing.” During Seoul’s Chinese Cultural Festival, Fenjiu tastings paired with Pingyao Ancient City exhibitions turn “Shanxi in a glass” into a cross-cultural experience. In Southeast Asia, export-grade Fenjiu reinforces regional identity with the colloquialism “Shanxi Lao Xi’er,” while innovative products for young Western consumers intertwine Xinghua Village’s 6,000-year brewing history with the legacy of the Yellow River civilization. When New York mixologists craft cocktails with Fenjiu, Shanxi transcends geography to become a cultural icon that can be tasted and felt.

从晋商驼铃到中欧班列，汾酒用千年匠心证明：最深厚的文化自信，无需刻意标榜。这张浸润酒香的名片，正让世界看见一个古老而年轻的山西——这里不仅有煤炭与古建，更有拥抱世界的温度与智慧。

From the camel bells of Shanxi merchants to the rumble of China-Europe freight trains, Fenjiu’s millennia of craftsmanship prove that the deepest cultural confidence needs no proclamation. This liquor-infused ambassador reveals a Shanxi that is both ancient and youthful—a land not only of coal and architecture but also of warmth and wisdom embracing the world.

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来源：中华网综合整理

Source: Comprehensive collation by sx.china.com