Xi'an launches food and baijiu experience package

The launch event for the cultural initiative "Millennium Shaanxi Cuisine · Capital of Carbohydrates" and the "New Sanqin Packages" took place in Xi'an on Thursday.

The initiative marks a new phase of integrated and high-quality development for Shaanxi's catering and liquor industries, with a focus on resource integration, consumption upgrading, and cultural tourism growth.

The event featured a rich and diverse program, including keynote speeches, project presentations, industry salons, initiative launches, partnership signings, hanfu showcases, and product exhibitions.

On site, dedicated tasting areas for Shaanxi cuisine and local liquors were complemented by immersive cultural experience zones, creating a vivid showcase of regional flavors and cultural heritage.

The event highlighted the latest advances in product innovation, scenario design, and consumer experience under the "Shaanxi cuisine + Shaanxi liquor" integration model, underscoring the strong market potential and industrial momentum of the "New Sanqin Packages".

Deeply rooted in the time-honored cultural heritage of millennia-old Shaanxi cuisine and Xifeng Liquor, the "New Sanqin Packages" center on the pairing of local specialties with mini green-bottled Xifeng, building five diversified, market-oriented consumption scenarios.

The three signature combinations — featuring green-bottled Xifeng paired with oil-splashed noodles, liangpi(cold noodles) with roujiamo(Chinese meat burgers), and hulutou paomo or Chengcheng basin noodles—recreate the everyday food-and-drink culture of Shaanxi in an authentic way, serving both local daily consumption and immersive visitor experiences.

To tap into seasonal demand, a barbecue-themed night market format integrates the product into the growing nighttime economy, while a creative mixology concept aimed at younger consumers breaks traditional baijiu boundaries and expands its appeal to new drinking occasions.

The initiative aims to foster two-way empowerment between Shaanxi cuisine and local liquor, while expanding market reach and unlocking consumer potential. By building a scalable, experience-driven and commercially viable model for integrating food and liquor industries, it seeks to boost consumption, strengthen market vitality, and support the high-quality development of Shaanxi’s consumer goods, catering, and tourism sectors.