Since last year, the Chinese liquor brand "Liangjudaisha", imported into Korea, has been actively expanding its market share in the premium baijiu sector.
Liangjudaisha was created by Zhuo Minghan, a famous figure known for imparting the manufacturing techniques of "Moutai", China's finest liquor. It is aged in clay jars and is characterized by a deep and smooth taste that absorbs the fruity and vegetable aromas of the Moutai region.
The importer of Liangjudaisha, J&P International Trading, stated that on the 7th, it is focusing on promoting Chinese culture, history, and baijiu to expand the market share of Liangjudaisha. The aim is to naturally capture the hearts of consumers in the premium baijiu market by sharing the history and culture embedded in liquor.
Liangjudaisha is utilizing the movie "Red Sorghum" for promotion. "Red Sorghum" is a 1987 Chinese movie that deals with a young woman engaged in the production of kaoliang liquor. It is based on Mo Yan's novel "Red Sorghum Clan."
Watching this film provides a rough understanding of the development of Chinese baijiu. A representative from J&P International Trading noted, "There is a line in the movie, 'When flowers bloom a hundredfold, each expresses its own beauty,' which symbolizes the uniqueness and flavors of Chinese baijiu that have developed over hundreds of years in various regions and styles," and added, "I hope that more people will come to appreciate the allure of baijiu through the film."