2026 Xinghuacun International Wine Expo Opens; Lvliang Baijiu Revenue Exceeds RMB 70 Billion

The 2026 Xinghuacun International Wine Expo opened on August 29 in Fenyang, Lvliang, Shanxi province. Organized by the China Alcoholic Drinks Association, the expo is included in the Ministry of Industry and Information Technology's 2026 "Foodie Season" plan for food quality improvement and demand expansion. This year marks the tenth edition of the Xinghuacun Wine Expo, which remains the only international wine industry exhibition in Shanxi province. Themed "Xinghuacun Fenyang, Qingxiang Lvliang," the event highlights the region's light-aroma baijiu heritage.

The expo covers a total exhibition area of 30,000 square meters, featuring functional zones including the China Famous Wine Hall, Lvliang Production Area Brand Hall, Comprehensive Hall, Shanxi Comprehensive Hall, and a digital exhibition hall. Nearly 300 renowned domestic and international wine companies, packaging and materials suppliers, liquor equipment manufacturers, and specialty product enterprises are participating. The expo adopts an innovative operational framework of "one exhibition plus citywide linkage plus multiple consumption scenarios," integrating diverse consumer experiences such as baijiu retail, regional tourism, intangible cultural heritage activities, specialty dining, and cultural creative shopping. It also coordinates promotional campaigns including new product launches, consumer discounts, and cultural tourism experiences.

During the event, Lvliang Deputy Party Secretary and Mayor Xiong Yizhi stated that the city is committed to building itself into a world-class core production area for light-aroma baijiu, following a development path of leading enterprise guidance, industrial cluster synergy, digital empowerment, and cultural tourism integration. The goal is to establish Xinghuacun as a baijiu city and Lvliang as a capital of the industry. Currently, the total revenue of Lvliang's baijiu industry chain, represented by Fenjiu, has exceeded RMB 70 billion.