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During the National Day vacation, the first performance of “JIANGXIAOBAI YOLO Music Festival, Season III”, one of the largest events for Chinese rap, was kicked off in Changsha. GOSH core members GAI and BRIDGE, as well as the hottest rappers of the day, Ai Re, Young Jack, C-BLOCKK, Xiao Qing Long, and WatchMe, made the audience bounce.
“JIANGXIAOBAI YOLO Music Festival” has established itself as the ultimate stage of rap circles. Post-90s Chinese liquor brand JIANGXIAOBAI has launched consistent efforts to boost the niche youth culture. In 2016, it started to enter the field of rap music, and expanded the influence of rap, providing a more mainstream channel for the spread of hip-hop culture. In addition, it integrated elements from hip-hop, which actually shows parallels with the liquor industries, into its products, exposing more young people to the culture and making it part of their lives.
Post-90s Chinese Liquor JIANGXIAOBAI Leads Rap Culture
Since it launched the Youth Art Support Program in 2013, Chongqing brand JIANGXIAOBAI has been committed to support the cultural movements of the youth. It has actively participated in and promoted various cultural activities in the areas of music, contemporary literature and contemporary art. “JIANGXIAOBAI YOLO Music Festival” has been held since 2016, providing underground artists in the country with a bigger platform.
Jiangxiaobai certainly has become a pioneer in the development of original hip-hop culture in the country. Picking up the acronym YOLO from pop culture and making it the head slogan for a subculture related festival series, Jiangxiaobai has hit a nerve amongst Chinese youngsters, more and more looking for opportunities of self expression. Additionally, tailor-made sorghum liquor product YOLO was introduced to the domestic market, targeting a large population segment of music and liquor lovers.
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