Baijiu maker brewing up women's World Cup fever

As the 2023 FIFA Women's World Cup approaches, Xinghuacun Fenjiu Group, a renowned baijiu — or white liquor — producer in Shanxi province and one of the official sponsors of the Chinese women's football team, has begun its promotional campaigns to fuel enthusiasm among Chinese people in various regions.

The 2023 FIFA Women's World Cup will be held in Australia and New Zealand from July 20 to Aug 20. The Chinese team is among the 32 teams to qualify for the final competitions in the two countries.

Xinghuacun Fenjiu International Trade, an arm for exports at the Shanxi distillery group, became a branding sponsor of the Chinese women's football team on March 25.

The company's recent move was a forum in Zhuhai, Guangdong province. Renowned former Chinese women's footballers Wei Haiying and Sun Yongxia, as well as representatives of local enterprises and communities took part.

Participants talked about the exemplary role that the Chinese women's football team has played over the decades in the social development of Chinese women and the growing enthusiasm of Chinese women in various sports.

On the sidelines of the forum, Wei and other former Chinese women footballers held a special lesson for female trainees at a local sports school.

Wei used to be one of the shining stars of women's football in the 1980s and 1990s, helping the national team garner a series of medals in international contests.

At the forum, an executive of Xinghuacun Fenjiu International Trade said that the Chinese women footballers' enterprising spirit, courage and tenacity in the face of difficulties resonate with the values of the Xinghuacun Fenjiu Group. "We are expecting to work together to present a vivid image of China through the forthcoming World Cup," he said.

The executive also hoped that the coming event will be a great chance to showcase the image of Xinghuacun Fenjiu, helping it expand in the markets in Australia, New Zealand and regions beyond.