“I will share this experience and write a report about it. Jiangxiaobai’s local strategy, often called a ‘win-win strategy’ in China, has a notable global impact, especially in Eastern Europe,” remarked Tania Georgieva Glouhtcheva, Head of the International Department at Bulgaria’s DUMA Newspaper, during the 2024 Belt and Road Journalists Forum media trip to Jiangji Distillery on August 29.
Jiangji Distillery, also known as Chongqing Jiangxiaobai Liquor Co., Ltd., is a top beverage company and Chongqing’s largest sorghum liquor producer. Its complete industry chain covers sorghum breeding, ecological agriculture, distillation, branding, sales, logistics, and e-commerce.
Glouhtcheva, from the Balkans, known for its strong drinking culture, doesn’t usually drink. However, her visit to Jiangxiaobai offered a unique chance to sample the local spirits.
“It was quite strong, especially with the warm weather,” she remarked. “I enjoyed it so much that I even bought a bottle of plum wine for my father.”
In addition, Glouhtcheva introduced Bulgarian rose products. “I’m very proud of our roses, which are unlike the common varieties found elsewhere,” she noted.
Bulgarian roses, grown in a special valley, are used in products like perfumes, shampoos, and even food. Despite local farmers’ challenges, mainly elderly women working in harsh conditions, Glouhtcheva stressed the need to preserve this tradition and pass it on to younger generations.
Jiangxiaobai Golden Resort is a key component of Jiangxiaobai’s industry chain, integrating sorghum cultivation, circular agriculture, and agricultural leisure tourism.
For instance, after the sorghum harvest, the area transitions to canola flowers to boost rural tourism and create more jobs for locals. The circular agriculture system also features modern ecological pastures, seasonal fruit orchards, vegetable gardens, and an organic fertilizer processing plant.
This system efficiently utilizes by-products across the industry chain to enhance operational efficiency. Moreover, the resort transforms the area into a multifunctional zone, combining agricultural production with leisure tourism.
Glouhtcheva praised Jiangxiaobai’s model of integrating local agriculture with industry and tourism. “This is a great example for us,” she said. “In Bulgaria, we have a rose festival that attracts tourists for a few days, but interest often fades afterward. The practice of combining tourism with local industry, as seen here, is something we can learn from and apply in Bulgaria.”
“This approach has created significant opportunities for local communities and farmers, allowing them to produce and sell their goods efficiently,” said Charles Erick Oduor, Secretary General of the Kenya Union of Journalists.
He added, “It’s a model that supports rural development and could serve as an example for other regions.”
Jiangxiaobai is available in over 20 countries and regions, including Japan, the UK, Australia, Canada, and Nigeria. Its mix-and-match flavors align well with local drinking habits in Africa, making it popular and driving expansion into South Africa, the Democratic Republic of Congo, and beyond.
Source: Bridging News
Article By Ran Zheng,Huxin Luo,Tan Xinyu,Yiling Wang
Managing editor：Vivian Yan