The opening ceremony of the China International Huangjiu Industry Expo 2020 and the 26th Shaoxing Huangjiu Festival. [Photo/WeChat account: sxfabu]

The arrival of winter ushers in the best time of the year for brewing huangjiu (yellow rice wine). On Nov 7, the winter season's arrival was celebrated with the launch of an industry expo and culture festival in Shaoxing, Zhejiang province.

The China International Huangjiu Industry Expo has multiple themes, including "international style," "national fashion," and "Shaoxing aroma."

Over 10,000 exhibits presented by 200 enterprises from China, Japan, Germany and Australia are featured at the Shaoxing Olympic Sports Center and on the internet. 

Brand new rice wine products were released at the opening ceremony. A series of traditional rituals were also conducted to mark the arrival of winter and the brewing season's commencement.

Sheng Yuechun, deputy Party secretary and mayor of Shaoxing, welcomes visitors at the opening ceremony on Nov 7. [Photo/WeChat account: sxfabu]

The commerce bureau of Shaoxing, China Shaoxing Yellow Rice Wine Group and Alibaba's Tmall e-commerce platform signed a strategic agreement to develop a delivery service that will transport Shaoxing rice wine to 483 domestic cities within hours.

The Shaoxing Huangjiu Festival, which has been held for 26 consecutive years, has developed into an eight-day carnival from Nov 7 to 14.

The fesitval's popularity was boosted this year thanks to various cultural shows and activities to popularize rice wine. Among which, the rice wine sangria made by a bartender was a hit.

Expats take a sip of Shaoxing yellow rice wine at the 26th Shaoxing Huangjiu Festival on Nov 7. [Photo/WeChat account: sxfabu]

For most Chinese people, Shaoxing is synonymous with yellow rice wine, which locals have been producing since the Spring and Autumn Period (770-476 BC).

Yellow rice wine is a pillar industry in the city. It is exported to more than 40 countries and regions, and the brewing technique was listed as one of the national intangible cultural heritages in 2006.