Qingdao Beer Culture: Local brewery becomes the name card for China
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With the Shanghai Cooperation Organization Summit coming up in just a few days, the host city, Qingdao, is likely to gain fame, not just for its seaside scenery, but also its signature brewery, Tsingtao beer. CGTN's Cui Hui'ao reports.
CUI HUI'AO QINGDAO, SHANDONG PROVINCE "While you might not have actually visited Qingdao, you may be familiar with its signature beer, also called Tsingtao. Many say this is a city built on beer, because the beer culture is so tied to its identity. In the summertime, having a cup of Tsingtao and eating some spicy clams is a must-do in this area."
This is the famous Qingdao beer street. At night, the atmosphere is more than vibrant—neon lights, breezy air, and countless visitors who can't wait to taste the fresh beer.
ZHAO PENGYU TOURIST "I'm from Xi'an and this is my first time visiting Qingdao. I like this street a lot because of its ambiance, and of course there's nothing like the beer here."
For those expecting to be showered by an array of different beers on this street, Tsingtao is all they'll find. Launched in 1903, Tsingtao Beer was the first mainland company to be listed on an overseas exchange.
LIU HAI, VICE GENERAL MANAGER OF INT'L HQ TSINGTAO BREWERY CO.,LTD "What's special about Tsingtao beer is that it shares the same name with the city, which is rare among Chinese brands. It was also founded around the same time the city was. As a coastal city, Qingdao's geography makes it perfect for beer drinking, especially in the summer."
Liu says although Tsingtao beer was first founded by German settlers, the brewery has incorporated Chinese elements in the making process, namely adding rice to the raw material, which gives the beer a fresher taste. By far the country's most exported beer, the company has been making big progress in the foreign market in recent years, not only continuing its sales to countries including America, Germany and Japan, but also boosting sales to central Asia.
LIU HAI, VICE GENERAL MANAGER OF INT'L HQ TSINGTAO BREWERY CO.,LTD "Ten years ago sales to central Asian countries were quite difficult due to various trade barriers. But platforms like the Shanghai Cooperation Organization have helped us a lot with entering these markets. Overseas consumers are starting to know our brand. For instance, our sales to Kazakhstan alone in 2017 has doubled than the previous year."
While the city Qingdao has a lot more to offer than just beer, it's Tsingtao heritage that has left a special mark on the city, as well as abroad. Cui Hui'ao, CGTN, Qingdao, Shandong Province.