Shan Jixiang savors the century old wine culture at the Changyu Wine Culture Museum

The "Chinese Scenery Collection" specially created by the Financial Program Center of China Central Television in 2022 recently started filming at the Changyu Wine Culture Museum .

▲The newly opened Changyu Liquor Culture Museum

▲The production team of "China's Scenery Collection" took a group photo in front of the Changyu Wine Culture Museum

Shan Jixiang, former director of the Palace Museum, was invited to participate in the production of the program and visited the Changyu Wine Culture Museum to appreciate the century old wine culture.

"Spread the charm of Changyu to thousands of households"

"The weather is clear and peaceful, and the scenery is leisurely and beautiful." 1600 years ago, Tao Yuanming, a scholar of the Eastern Jin Dynasty, first used the term "scenery" in his poetry and prose.

1000 years ago, the poet Mei Yaochen of the Song Dynasty wrote a poem "Riding a fast horse in the morning and arriving at dusk, the scenery and people are all hometowns.". In the future, scenery will continue to appear in the poetry and prose of literati and ink scholars, just like the inheritance of Chinese culture for thousands of years, deeply rooted and flourishing.

"I understand 'scenery' as the combination of scenery and objects. Scenery is the vast world that people see and feel, some tangible and some intangible; objects are the tangible objects that people often come into contact with. These scenery and objects are the goals we pursue in today's cultural heritage protection. There is a difference between today's cultural heritage and what we used to call cultural relics," said Shan Jixiang.

"Cultural heritage includes both material and intangible aspects." Shan Jixiang believes that cultural relics are our material heritage, and today's scenery also represents excellent characteristic products with extremely high value from various regions, such as Changyu wine and Changyu brandy. This is also our country's brand and well-known trademark in the wine industry, and it is also a beloved family drink.

"So when 'The Great Collection of Chinese Scenery' came to Chang Yu, I think it could spread Chang Yu's scenery to a wider area, to thousands of households," said Shan Jixiang.

"Actually, I've been wanting to come to Changyu for a long time."

During the production of the program, Shan Jixiang, accompanied by Sun Jian, the general manager of Changyu Group, began to visit the Changyu Wine Culture Museum .

▲Dean of the Palace Museum, Shan Jixiang (left), visited the Changyu Wine Culture Museum with the accompaniment of Mr. Sun Jian, General Manager of Changyu Corporation (right)

In 2022, on the occasion of the 130th anniversary of the establishment of Changyu, the Changyu Wine Culture Museum will use modern exhibition technology of "intelligent interaction+digitization" to revitalize and upgrade, injecting new vitality into China's first world-class wine museum.

As a "big shot" in the museum industry, Shan Jixiang has profound insights and deep feelings for museums and cultural relics. Here, he also used a unique perspective to appreciate Chang Yu's dream of serving the country, his spirit of daring to be the first, and his confidence in calmly facing the world after spanning three extraordinary centuries.

"I actually wanted to come to Changyu a long time ago," said Shan Jixiang. "This time is full of anticipation. Changyu is the pride of our Chinese liquor culture, and also our own cultural pride as Chinese people."

"Authentic Panama World Expo medals are rare"

In 1915, at the Panama Pacific International Exposition held in San Francisco, Changyu Cognac, Red Rose Wine, Qiongyao Syrup (Vermouth), and Riesling White Wine won four major gold medals in one go.

When he learned that the museum was displaying genuine gold medals from that year, and that currently only Chang Yu in the Chinese liquor industry can present medals from the Panama World Expo, Shan Jixiang said that this medal is a rare cultural relic that needs special protection.

"I am very pleased to come to Brussels to win this award."

The reform and opening up has opened the door to interaction between China and the world. In 1987, Changyu Cabernet Sauvignon won the gold medal at the 25th Brussels World Quality Product Selection Conference. In 1988, at the 26th World Quality Product Selection Conference held in Athens, X Brandy won a gold medal.

Shan Jixiang enthusiastically climbed onto the podium here, took photos and checked in through time and space, and delivered an "award speech": "I am very, very happy to come to Brussels to win this award!"

"Is Changyu's wine good? Good!"

At the first international wine seminar in China after the reform and opening up, Changyu Company's Cabernet Sauvignon dry red wine, high-end brandy, Riesling dry white wine, vermouth and ros é wine all received unanimous praise from the attending experts.

In front of the interactive props, Shan Jixiang expressed his impression of Changyu wine through witty self questioning and self answering - "Do you think Changyu's wine is good? Hmm, I think it's very good."

Longyu's dragon,

We have the spirit of the Chinese nation's leaping dragon and tiger

Before the exhibition at Longyu Chateau in Changyu Ningxia, when it was learned that the name "Longyu" was chosen because "dragon" is a symbol of the Chinese nation and culture, and "yu" is to inform the world. Chang Yu wanted to use "Longyu" as a wine to inform the world that China can already make top-notch wines. After that, Shan Jixiang said, "This' dragon 'embodies the spirit of the Chinese nation's leaping dragon and tiger."

Dan Jixiang believes that Long Yu's advertising slogan "Love China More than the World" is very well structured. However, he also raised an exam question on site: "Do you know where we have the most dragon shapes?"

"Of course it's the Forbidden City. There are over 13000 dragons in a Hall of Supreme Harmony," he said.

▲Chairman Chang Yu, Zhou Hongjiang (right), presented Shan Jixiang (left) with personalized customized liquor from Longyu and the National Red Longyu Medal certificate

I'll have this bottle for lunch today
I made my own brandy

The Changyu Wine Culture Museum is located at 56 Dama Road, Zhifu District, Yantai City. Here, tourists can make brandy by themselves. 56 Da Ma Road - Handmade Brandy has become a popular personalized interactive activity among tourists.

Here, Dan Jixiang also personally made a bottle of brandy. After completing a series of actions such as bottling, hammering the cork, and labeling the wine, he said, "Okay! I'll have this bottle of brandy I made myself for lunch today."

"We are considered peers"

In the century old underground wine cellar of Changyu, it was learned that the cellar has been designated as a national key cultural relic protection unit by the State Council. Shan Jixiang said, "The Forbidden City is a national key cultural relic protection unit, so we are considered peers."

"I can't get into this oak barrel."

In Cave 7 of the wine cellar, there are three huge oak barrels with a height of 3 meters and a capacity of 15 tons, known as the "Barrel King". They are of the same age as the wine cellar, and the wine that Chang Yu won internationally in 1915 was stored in the "Barrel King".

After learning that the workers needed to drill through the small hole below and regularly clean the oak barrel, Shan Jixiang smiled and said, "I can't drill through such a small hole."

▲Historical pictures of Changyu, where workers can be seen drilling into the small hole below to clean the oak barrel

Chinese wine should have its own standards and positioning

Dan Jixiang believes that Chinese wine should create its own flavor. Shan Jixiang introduced that grape seeds from over 7000 years ago were unearthed at an archaeological site in Henan. After expert argumentation, China began to use grapes to make beverages at that time, which was later recorded in the Book of Songs and the Book of Han.

"Many of the techniques used in wine making nowadays are based on Western standards. In fact, China has 5000 years of culture, and the Western definition of wine taste may not be suitable for China. Changyu should have its own standards and positioning.".

After the visit, Shan Jixiang praised the Changyu Wine Culture Museum for its educational and entertainment approach, which allows people to learn about wine culture through play and interaction, and also makes more people fall in love with Chinese wine.

"In fact, many of our Chinese brands embody the spirit of China, our excellent cultural traditions, our 5000 years of civilization accumulation and cultural pursuit. Here, you can see Chang Yu's hard work, hard entrepreneurship, and outstanding contributions to bringing glory to the country and going global." said Shan Jixiang, "This program (" Collection of Chinese Scenery ") It is believed that it will be a program that everyone loves to showcase the importance of our traditional cultural heritage and inheritance.