Experience the Splendor of Three Centuries Changyu Wine Culture Museum's Renewal and Upgrade
During the golden autumn harvest season, the first world-class wine museum in China, the Changyu Wine Culture Museum, has been revitalized and upgraded, cultivating cultural confidence and injecting modern vitality into the Chinese wine industry in the new era.
On September 29th, the launch ceremony of the "Chinese Style Collection" and the opening ceremony of Changyu Wine Culture Museum were held in Yantai, the birthplace of China's wine industry.
Mr. Yu Yongxin, Chairman of the Yantai Municipal Committee of the Chinese People's Political Consultative Conference and Director of the Yantai Wine Industry Chain, Mr. Han Yaodong, Deputy Mayor of Yantai City, Mr. Tang Lin, Director of the Project Cooperation Department of the Financial Program Center of the Central Radio and Television Administration, Ms. Chen Xinzi, Deputy Secretary General of the Yantai Municipal Government and Director of the Municipal Bureau of Commerce, Mr. Jiang Yingsong, Deputy Director of the Yantai Municipal Bureau of Commerce, Mr. Li Chengcai, Deputy Director of the Yantai Municipal Bureau of Culture and Tourism, Mr. Ju Hang, Chairman of the New Aviation Media Technology Group, Mr. Zhou Hongjiang, Chairman of the Changyu Group, and Mr. Sun Jian, General Manager of Changyu Group, attended the event. The event was hosted by Mr. Chen Weihong, the host of the Central Radio and Television Administration.
A museum sees the splendor of three centuries
"Museums are important halls for inheriting and showcasing human civilization. China has a long and rich wine culture, as well as top-notch grape wine that rivals the world." Mr. Chen Weihong said that if anyone asks which museum in China today can tell us about the development history of Chinese wine culture, Changyu Wine Culture Museum can definitely provide the best answer.
▲Mr. Chen Weihong, Host of China Central Television
▲Mr. Tang Lin, Director of the Project Cooperation Department of the Financial Program Center of China Central Television
Taking advantage of "wind" to support "things" and using "things" to prove "wind", the key integrated media project of China Central Radio and Television, "China's Cultural Heritage Collection", showcases the beauty and abundance of China's products with regional characteristics as the entrance, and creates an "origin cultural heritage" IP.
The first season of "China's Scenery Collection" revolves around wine and wine culture, and is officially launched in Changyu, the birthplace of China's wine industry.
▲The launch ceremony of the "Collection of Chinese Scenery", from left to right, includes Zhou Hongjiang, Chen Xinzi, Yu Yongxin, Han Yaodong, Ju Hang, and Tang Lin
On the occasion of the centenary celebration of Changyu in 1992, Changyu Wine Culture Museum was officially launched; In 2002 and 2007, it underwent renovation and expansion, and is now a national AAAA level tourist attraction, a patriotic education base of the Chinese Federation of Overseas Chinese, and a national second level museum. It has been selected as one of the first batch of "National Industrial Tourism Demonstration Bases" and ranks first on the top ten list.
In 2022, on the occasion of the 130th anniversary of the establishment of Changyu, the people of Changyu will once again upgrade and transform the museum using modern exhibition technology, showcasing Changyu's dream of serving the country through industry, the spirit of daring to be the first, and the foundation and confidence of calmly facing the world after three centuries of extraordinary journey.
▲Raise your glass to congratulate Changyu Wine Culture Museum on its new and upgraded appearance
The newly upgraded Changyu Wine Culture Museum has expanded its exhibition area by nearly 2000 square meters, including an underground wine cellar, with a total area of nearly 10000 square meters.
The museum's overall focus is on industrial prosperity (1892-1949), gilded years (1949-1978), embracing all rivers and oceans (1978-2012), and high-quality competition (2012-present). With the help of "intelligent interaction and digitization" technology, it has created six major "4.0 black technology" sections, including a century old flow of clouds, a long scroll of wine brewing, industrial prosperity, "daring to be the first" panoramic film, "facing the world" panoramic film, and "savoring time" immersive wine tasting, Telling the touching stories of Changyu and the Chinese wine industry, from 0 to 1 and from 1 to 100 time and time again.
How stunning is the 4.0 era of museums?
The Centennial Flowing Clouds is the core artistic installation of the museum's preface hall, relying on the exhibition hall's own columns to extend and rise from the wine cellar below, stretching for more than 70 meters. Just like the red wine flowing from the Centennial Cellar of Changyu to the clouds, it forms a red wine colored Flowing Clouds, presenting the history, planning, development and other elements of Changyu in an artistic way, showcasing the image of Changyu in the new era.
The three sided reliefs on the wall display important figures and significant events that have had an impact on Chang Yu since his founding. The ground circular area records the historical events that have occurred since the establishment of Chang Yu in 1892.
▲A hundred years of flowing clouds
The wine brewing long roll device hanging above the preface hall is composed of 1800 3L Cabernet Sauvignon bottles, combined with multimedia interaction. A thousand lights change with the times, welcoming guests from all directions in an embrace.
Another stunning and captivating feature is the use of naked eye 3D folding screens and a 18 meter wide digital immersive space consisting of three wall and ground curtains.
Immersed in the wine tasting space of "Tasting Time", the 20 meter arc screen blends with the wall, floor, and table, creating a web of light and shadow. Tourists can explore the secrets of century old wine and embark on a period of five senses resonance in wine time.
The renovated and upgraded museum perfectly blends a sense of technology and cultural atmosphere. Tourists can follow the footsteps of time, watch, play, taste, and learn, and can also take concave photos and share at any time. For example, you can travel back to 1914, ride the Changyu float, witness the grand sale of Chang Yu Shuang Qilin brand grape wine and brandy, and take a group photo to record a century old legend.
Alternatively, at the Time Post Office, one can choose between "timely delivery", "future delivery", or "cross year delivery" to share their friendship with family and friends.
You can also return to old Shanghai during the Republic of China era and experience the fashion trends of the East.
Alternatively, using the fragrance of ink as a guide, explore the stories of famous politicians and Chang Yu.
Or go to the first dry red laboratory in New China - the Changyu Cabernet Sauvignon Dry Red Center Laboratory - to become a winemaker.
Learn production knowledge in the world's most advanced smart factories and customize your own bottle of wine
Tell the story of Changyu well, tell the story of Chinese wine well
"After 30 years of four iterations and upgrades, what has changed is the form and user experience of the exhibition hall, while what remains unchanged is the determination to tell the story of Changyu well and the story of Chinese wine well." Chairman Zhou Hongjiang said that this museum's renovation and upgrade reflects Changyu's "user first" service spirit, the original intention of serving the country with industry, the enterprising spirit of daring to be the first, the craftsmanship of striving for excellence, and the confidence of facing the world.
▲Mr. Zhou Hongjiang, Chairman of Chang Yu
"130 years ago, the famous patriotic overseas Chinese Mr. Chang Bishi, with the grand dream of serving the country through industry, founded China's first wine making enterprise - Changyu Brewery Company in Yantai, marking the beginning of China's wine industry and the close connection between wine and the city of Yantai." Chairman Yu Yongxin pointed out that from Mr. Sun Yat sen's commendation of "valuing Li Quan" to becoming the birthplace of China's first bottle of dry red, dry white, and brandy, From being recognized as the only international grape and wine city in Asia, to now becoming the oldest, largest, most profitable, and most complete wine producing region in China. The 130 year journey of Changyu is a magnificent witness of Chinese wine entering the world, and also an epic epitome of the self-improvement and hard work of the entire Chinese national industry.
▲Mr. Yu Yongxin, Chairman of the Yantai Municipal Committee of the Chinese People's Political Consultative Conference and Director of the City's Wine Industry Chain
Chairman Yu Yongxin stated that the Changyu Wine Culture Museum provides a romantic journey that spans a century and dialogue time, and will undoubtedly become an important carrier and platform for citizens and tourists to understand wine culture.
What have been the ups and downs and difficulties experienced in the birth of China's wine industry? Entering the four major exhibition areas of the museum, the 130 year history of Chang Yu unfolds slowly.
In the "Industrial Revitalization" exhibition area, the Changyu Liquor Culture Museum uses a 3D naked eye folding screen to tell the legendary story of its founder, Mr. Zhang Bishi.
Mr. Zhang Bishi, who had the dream of "prospering the country through industry", founded more than 40 enterprises in his lifetime. Among them, the enterprise that invested the most effort, had the most profound impact, and is still operating healthily today is Chang Yu, founded in 1892.
Rooted in Yantai, a wine making treasure trove, Chang Yu took the lead in introducing advanced foreign technical talents, high-quality grape varieties, and advanced production equipment, producing China's first bottle of wine and first bottle of brandy, marking the beginning of China's industrialized wine production.
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 gold medals and the Best Medal in one go.
On August 21, 1912, Sun Yat sen, a pioneer of the Chinese democratic revolution, stopped in Yantai on his way north and specifically inspected the Changyu Company. After tasting the wine and brandy aged by Changyu, Sun Yat sen couldn't stop praising them and happily wrote "Pinzhong Liquor" as a gift to Changyu Company.
"Liquan" comes from the "Liji", which states that "the heavens descend with sweet dew, and the earth emerges from Liquan"; "Quality" not only praises the quality of Changyu wine, but also praises the founder of Changyu, Mr. Zhang Bishi, for his industrial efforts to save the country.
On September 30, 1949, Chang Yu wine appeared at the first National Committee of the Chinese People's Political Consultative Conference dinner; On the night of National Day on October 1, 1949, Chang Yu was honored to attend the first state banquet of New China.
In 1952, 1963, and 1979, Chang Yu won the title of "National Famous Liquor" for three consecutive terms.
In 1955, Chang Yu broke through technological bottlenecks and successfully overcame the industry challenges of white wine turbidity and red wine sedimentation.
In 1958, Changyu Company responded to Chairman Mao's call and was commissioned by the Ministry of Light Industry to establish Changyu Brewing University, which trained more than 40 talents for the industry.
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.
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 high praise from the attending experts.
In 1987, Chang Yu helped Yantai become the only "International Wine City" in Asia.
The exhibition area showcases Chang Yu's development philosophy of "liberating the mind, embracing all rivers, and embracing all aspects", fully activating the potential of Chinese time-honored brands with a new attitude, and promoting the prosperity of China's wine industry.
The "High Quality Competition" exhibition area comprehensively showcases Chang Yu's extraordinary journey of rooting in Chinese culture, mastering the core technology of Chinese wine making, and brewing world-class wines.
At present, Changyu has established 14 major wineries and 20 wineries in well-known wine producing regions in China, France, Spain, Australia, and Chile, spanning four continents. It is one of the most widely distributed enterprises in the global wine industry, fully demonstrating the confidence and confidence of Changyu and Chinese wine in facing the world equally.
▲Longyu Wine
▲KOYA Brandy
▲Changyu Cabernet
On October 1st, the museum will open to the public and tourists with a brand new look. Citizens and tourists can make inquiries and reservations at No. 56 Da Ma Road, Zhifu District (the tourist service center at the west gate of Changyu Company), and embark on a slightly tipsy journey of Changyu.
Museums connect the past, present, and future, guarding the original aspirations and dreams of a company or industry. They are cultural landmarks and spiritual coordinates.
"In addition to the Changyu Wine Culture Museum, there are currently 5 4A level tourist attractions in Changyu across the country." Chairman Zhou Hongjiang said that the Changyu 1892 North Bund Wine Cellar in Shanghai will also open. With these Chinese wine culture experience platforms and "university schools," Changyu hopes to work with more sister enterprises to build a solid foundation of Chinese wine culture and contribute to Yantai wine Make more new contributions to the world discourse power of Chinese wine!