Fen Chiew debuts Silk Road Limited-Edition

HONG KONG,June 14,2019 -- The Belt & Road International Food Expo (BRIFE),the only Belt & Road-themed expo in the international market,was held at AsiaWorld-Expo in Hong Kong recently. Shanxi Xinghua Cun Fen Chiew,the only Chinese fen-flavor liquor brand invited to the event,was one of the highlights at the star-studded exhibition,with its limited-edition Silk Road Series. The series of liquors made its world debut at the expo.

New Fen Chiew Silk Road Limited Edition

"Following the leading trends,complying with high standards,and achieving great things,he who goes steady goes far," said Yang Bo,director and deputy general manager of Shanxi Xinghua Cun Fen Chiew Group,in his speech at the launch event for the limited-edition series. "Fen Chiew debuted the limited-edition Silk Road Series in Hong Kong,not only aiming to offer a liquor product with 'high quality,high value and an attractive appearance' to consumers all over the world,but also hoping to find more like-minded partners through the "Belt & Road" platform and the platform that is the city of Hong Kong. We look forward to working together with our partners to spread the 'Silk Road spirit' of Chinese liquor that can be summarized in the tagline 'Pioneering,Inclusive and Win-Win',while jointly attaining the goal of making Chinese Fen Chiew enjoyed by the world."

In terms of appearance,the new limited-edition Fen Chiew not only shows distinctive cultural characteristics associated with the countries through which the Belt and Road passes,but is also a strong-bodied liquor. Rare raw grains from Fen Chiew's exclusive green base,including the original (and now,very scarce) spirit making up 0.019 percent of the content,backed by a food safety and quality system far stricter than accepted international standards,come together to enable the limited-edition Fen Chiew to set a new benchmark for Chinese liquors seeking expansion in international markets.

Tam Yiu Chung,member of the standing committee of the National People's Congress of PRC; Jose Yu Sunsay,former member of the standing committee of the CPPCC and chairman of HKI Group; Steven Cheng,Honorary Chairman of the Hong Kong Belt and Road Food Trade Association; Vincent Martin,Food and Agriculture Organization of the United Nations (FAO) Representative in China; Zhang Guoliang,President of the Hong Kong Federation of Journalists; Yip Cheung Chun,Chairman of Hong Kong Belt and Road Food Trade As

At the expo,the lineup of guests visiting Fen Chiew's booth included Tam Yiu Chung,member of the standing committee of the National People's Congress of PRC,and Jose Yu Sunsay,chairman of HKI Group,both of whom tasted mixed cocktails made from a blend of Fen Chiew,Zhu Ye Qing Chiew and Rose Fen Chiew. The guests were not reserved in their appraisal of the cocktail and its ingredients.

For many Hong Kong residents,today's Fen Chiew is the same as Xinghua Cun Chiew,the brand's predecessor as well as one that took a strong share of the market with its mild flavor. "When friends from mainland China came to Hong Kong to see me,I would always ask them to bring me a bottle of Xinghua Cun Fen Chiew," said a local wine distributor. The characteristic of Fen Chiew is the soft feeling one feels as soon as the first drops touch the tongue,the sweetness that follows and the lingering fragrance after swallowing."

"It was in the 1980s when I had just got married," Zheng Bonan,a visitor to Fen Chiew's booth,said emotionally when recalling Fen Chiew in a Hong Kong TV commercial more than 30 years ago. "The TV commercial said 'Have some Zhu Ye Qing Chiew,and you will be awesome,and I will be awesome as well'. My father often drinks Zhu Ye Qing Chiew,and he told me that it is good for health. Now I see Fen Chiew exhibiting Rose Fen Chiew that has been aged about the same length of time as baijiu and Zhu Ye Qing Chiew,as well as the new Silk Road series. The alcoholic content ofRose Fen Chiew is relatively low,while that of the new Silk Road series goes as high as 55 percent,but both of them taste good. I hope to see them in the Hong Kong market soon."

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