Cheng International ushered in the Year of the Snake celebrations by bringing the festive spirit to the renowned Bicester Village. Innovatively incorporating mulled wine techniques, the event showcased Fenjiu’s warm and rich character. Guests were treated to hot Fenjiu spirit and Fenjiu champagne cocktails, elegantly paired with traditional Chinese pastries, creating a joyous and inviting winter atmosphere that welcomed a prosperous new year.
Throughout the Chinese New Year celebration period, Cheng International proudly launched the “Toast to the Year of the Snake” Fenjiu Cocktail Month, collaborating with renowned restaurants and bars across London. By carefully selecting premium Fenjiu varieties as the base for limited-edition festive cocktails, we showcased the rich heritage of Chinese baijiu while embracing modern innovation.
The first stop commenced grandly at House of Ming, St. James’ Court, A Taj Hotel, where two snake-inspired Fenjiu cocktails made a stunning debut. Complementing the restaurant’s elegant Ming Dynasty aesthetics, they offered a refined tasting experience steeped in traditional Chinese artistry.
Building on this momentum, Cheng International extended the cocktail month to Dover Yard, 1 Hotel Mayfair, where Fenjiu was reimagined through a nature-infused concept, seamlessly blending into the Western bar scene. The elegant and modern take on Fenjiu captivated both local and international guests, attracting baijiu enthusiasts from beyond London, all eager to experience its endless versatility and charm.
Cheng International has long been committed to collaborating with like-minded industry partners to explore innovative expressions of Chinese baijiu culture. During the Chinese New Year, we invited the acclaimed San You team from Hope & Sesame bar in Guangzhou to London for a brilliant showcase at Dover Yard and Kwant bars, presenting a fresh take on baijiu mixology.
A selection of San You’s signature Fenjiu cocktails was unveiled alongside Cheng International’s curated creations, drawing an enthusiastic response from a diverse crowd of young baijiu fans. The event once again underscored Baijiu’s modern appeal and its growing influence in contemporary cocktail culture.
Cheng International hosted a Chinese New Year special Fenjiu Masterclass at 1 Hotel Mayfair in London. Bastien Ciocca, renowned mixologist from San You, provided an in-depth interpretation of the evolution of Baijiu, offering insightful discussions on its modern applications and potential in mixology and global cocktail culture.
We also invited over 20 distinguished industry guests to an exclusive tasting of Qinghua Fenjiu 30YO 53% and Silk Road Zhu Ye Qing Jiu (Bamboo), where they explored the nuanced flavours of these premium selections while engaging in a thought-provoking discussion on Baijiu’s integration into international markets and contemporary lifestyles.
With the success of the Fenjiu Cocktail Month , Cheng International deepened its collaboration with 1 Hotel Mayfair, showing up on the hotel’s New Year Celebration Night. In the elegant and nature-inspired penthouse, three special Year of the Snake Fenjiu cocktails took centre stage, captivating guests with their refine flavours, blending their richness with modern mixology.
Continuing its mission to expand Baijiu’s cultural presence in the UK, Cheng International partnered with Bvlgari Hotel London in February to present a grand New Year Banquet, introducing Fenjiu to elite social gatherings. Esteemed guests indulged in meticulously crafted Fenjiu cocktails that perfectly paired with an exquisite menu, impressed by the immersive experience of Chinese festive traditions in a setting of unparalleled luxury.
During the Lantern Festival, Cheng International brought the festive celebrations to a refulgent finale by hosting the Fenjiu Lantern Festival Banquet at House of Ming. The event welcomed 60 distinguished guests from the British and Chinese business, aviation, and media industries, fostering a remarkable cultural exchange.
