Extending
our tradition of discovering cultural connections between the UK and China and reaching out to mainstream British lifestyle, Cheng International brought about the 2022 Chinese New Year campaign with attention to details. The appreciation of Baijiu was evident everywhere we went!
The five events spanned across London and Manchester, ranging from press tasting to charity dinner and prestigious receptions. These diverse experiences invited our guests to dive deep into the Chinese New Year traditions and explore the many wonders of Baijiu.
On 19 January, Cheng International kicked off the celebrations with a Chinese New Year Press Tasting in China Tang at The Dorchester, Mayfair London.
The 16 guests included journalists, editors, influencers, wine tasting experts and bartenders. By introducing to them the Fenjiu history and background, inviting them to taste various Fenjiu products and cocktails, and a Fenjiu cocktail masterclass, we encouraged them into the thousands of years of Baijiu tradition with fascination.
During and after the event, guests couldn’t wait to share with their social media followers the Chinese New Year messages and Fenjiu information. They also released multiple editorials with renowned publications including Evening Standard and Bar Magazine, reaching millions of readers and subscribers.
To mark this event, Leo Surovec, mixologist from China Tang London, created a new Fenjiu cocktail “Fen Chiew Blossom” using Fenjiu 10 YO 53%. The Press Tasting guests were the first ones to sample his creation. The drink was also listed in the China Tang Chinese New Year menu available for the paying public.
the “Fen Chiew Blossom” cocktail special
Following our highly successful Christmas Afternoon Tea at Manchester in 2021, on 6 February, we brought Fenjiu back to this great Northern English city for a Chinese New Year Luncheon at the local TOP restaurant.
Among the invited esteemed guests were nine mayors of the Greater Manchester, the High Sheriff of Greater Manchester, and leaders of the local Chinese communities and organisations. Entertained by performances such as martial arts, lion dance and Chinese folk dances, they savoured a menu of Fenjiu and Chinese dishes. The luncheon proved to be a great example of how the Chinese New Year celebrations could break cultural barriers and become a shared delight, and highlighted Fenjiu’s attractiveness that transcends the drinkers’ backgrounds.
On 8 February, Cheng International sponsored a Chinese New Year Reception to mark the 7th anniversary of 11k Consulting, a London based firm widely known for its intercultural practises.
The reception took place in the Poltrona Frau showroom, an Italian furniture label with over a century of rich history. Over 40 guests showed up at the venue in the famously wealthy Chelsea and sampled various Fenjiu products and cocktails using Fenjiu Red and Zhu Ye Qing Jiu (Box Packaged) 45%.
There was no better emblem than Fenjiu to symbolise the fusion between traditional Chinese and Western cultures. The event was another boundary pushing attempt by Cheng International to connect the Baijiu experience with high-end European lifestyle to create space for new inspirations.
On 11 February, Cheng International was invited to sponsor a Charity Dinner held at the famous Royal China on London’s Baker Street.
Our involvement didn’t end with providing premium Baijiu for guests to enjoy the evening, but also signature products for a charity bidding. A bottle of Qinghua Fenjiu China Edition 55% along with a set of Qinghua Fenjiu bamboo cups were sold at £450. All proceedings were donated for charity purposes.
Social responsibilities have always been at the heart of Fenjiu Cheng International. By being a major part of such occasion, we further elevated Fenjiu’s brand image.
On Lanterns Festival 15 February, Fenjiu sponsored the Chinese New Year Reception organised by the Institute of Directors (IoD) London International Trade SIG and China Group.
Founded in 1903 and incorporated by Royal Charter in 1906, IoD is the UK's longest running organisation for professional leaders. It currently boasts over 25,000 full members; 78% of FTSE 100 companies have an IoD member on their board or in a senior management position. Sponsoring an event of this stature is a recognition of Fenjiu’s expanding influence in the UK, and a testament to the passion towards Baijiu in the highest ranked members of the British businesses.
The reception took place at the Oriental Club inside the Grade I listed Stratford House. The club was established in 1824, and membership can only be applied for via recommendations from at least two 5-year members. The event was held inside the exquisite Main Drawing Room, and it was the first time a Chinese brand sponsored such event inside the venue. By doing so, Fenjiu scored another UK’s first.
We
extended Fenjiu’s popularity in the UK further online, by utilising integrated social media marketing to maximise Fenjiu’s exposures.
After the much-cherished 19 January Press Tasting, guests took to Instagram to gush their love for Fenjiu, and Cheng International’s take on contemporary Baijiu culture. With a combined reach of almost 170,000 followers, they also provided the wider public with a window into the world of Fenjiu knowledge.
Mainstream British publications such as London’s Evening Standard and Bar Magazine released 5 editorials on the evening and Fenjiu products. Together, they boasted almost 370,000 print readership and over 25 million monthly online page views.
After a well-received collaboration with Harp Man for the 2021 International Baijiu Day, we teamed up with the well-known mixologist again to create a new cocktail “Red Lantern” for the Lantern Festival. Using Fenjiu (Fen Chiew) Red as the main spirit, the cocktail gathered rave reviews upon its Instagram debut, bringing our Chinese New Year campaign to an end.
© Instagram @mix.mann
