Core Viewpoint - The article highlights the collaboration between actress Yao Anna and the Zhenjiu Lidu Group in promoting the cultural heritage of Chinese liquor, specifically the Lidu brand, as it seeks to apply for UNESCO World Heritage status. This partnership aims to connect traditional liquor-making with contemporary cultural narratives, targeting younger audiences and expanding the global presence of Chinese liquor [3][34][36]. Summary by Sections Yao Anna's Role - Yao Anna has taken on the role of heritage ambassador for Zhenjiu Lidu Group since June, aiming to bridge the gap between traditional Chinese liquor and modern cultural expressions [3][8]. - Her involvement is seen as a strategic move to attract younger consumers and enhance the storytelling aspect of Chinese liquor [8][36]. Historical Significance of Lidu Liquor - The Lidu liquor brand is rooted in a rich history, with archaeological findings confirming that the earliest Chinese liquor production dates back to the Yuan Dynasty [6][11]. - The Lidu distillery utilizes ancient fermentation techniques and is committed to preserving its historical brewing methods while innovating for the future [6][12][21]. Cultural Heritage and Global Expansion - Lidu is actively working to include Chinese liquor in the UNESCO World Heritage list, collaborating with other major liquor brands to form a joint application [34][36]. - The company emphasizes the importance of cultural narratives in promoting its products, aiming to transform local liquor into a globally recognized cultural symbol [39][42]. Scientific Approach to Brewing - Lidu's brewing process incorporates modern scientific methods, including the study of ancient microbial communities that contribute to the unique flavor profile of its liquor [21][23][25]. - The distillery has successfully preserved and cultivated 167 ancient microbial strains, which are essential for maintaining the quality and authenticity of Lidu liquor [23][28]. Market Trends and Future Outlook - The article notes a shift in the consumption of Chinese liquor from traditional settings to more diverse and younger demographics, indicating a broader cultural acceptance [32][34]. - Lidu's growth trajectory remains positive, even amidst industry challenges, suggesting that a focus on cultural depth and innovative marketing strategies is resonating with consumers [41][42].