Core Viewpoint - The cultural exploration program "Museum Director Takes You to Taste China," co-launched by Zhonghua Liquor and Xinhua News Agency, aims to enhance the dissemination of Chinese civilization through engaging storytelling and historical insights, with the latest episode focusing on the Yin Ruins, a significant archaeological site of the Shang Dynasty [1][3]. Group 1: Program Overview - "Museum Director Takes You to Taste China" is an innovative attempt by Xinhua News Agency's "Chinese Brand" to promote traditional culture, focusing on enhancing the communication power of Chinese civilization [3]. - The program features in-depth dialogues with cultural experts and explores the stories behind cultural relics, reflecting the profound connotations of Chinese civilization, including continuity, innovation, unity, inclusiveness, and peace [3]. Group 2: Yin Ruins Significance - The Yin Ruins are recognized as the first historically documented capital of the Shang Dynasty, confirmed by archaeological findings and oracle bone inscriptions, representing a shared world heritage with outstanding universal value [5]. - The program highlights the meticulous work of archaeologists over the years, revealing the civilization of the "Great Yin" through artifacts and historical narratives [5]. Group 3: Archaeological Discoveries - The underground exhibition area of the Yin Ruins Museum features 23 chariot pits, showcasing the advanced craftsmanship of the Shang Dynasty and providing insights into ancient transportation and societal norms [7]. - As of May 2025, over 150,000 oracle bone inscriptions have been unearthed, marking the earliest mature writing system in China and documenting extensive information about the Shang royal lineage, rituals, wars, and astronomy [7]. Group 4: Cultural Artifacts - The program showcases significant bronze vessels, such as the Simu Xin Ding and the Yachang Niu Zun, which exemplify the pinnacle of Shang Dynasty casting techniques and artistic expression [9]. - The narrative of Fu Hao, a legendary figure from the Shang Dynasty, is reinterpreted, highlighting her military leadership and unique status, challenging traditional views on women's roles in ancient history [9]. Group 5: Liquor Culture Connection - The Shang Dynasty marked a crucial period in the history of liquor production in China, with numerous bronze vessels unearthed from the Yin Ruins underscoring the central role of liquor in rituals and ceremonies [10]. - The Zhonghua Liquor brand, established in 1959, has consistently represented significant cultural moments in China, aiming to preserve and promote traditional culture through its products [12]. Group 6: Cultural Heritage Promotion - Zhonghua Liquor has engaged in various cultural initiatives, including collaborations with major cultural programs, to highlight the richness of Chinese heritage and ensure its continuity [14]. - The program emphasizes the importance of cultural transmission, with the Yin Ruins serving as a testament to the heights of human civilization three thousand years ago, merging historical and contemporary narratives [14][15].

Core Viewpoint - The successful ascent of Mount Everest by Chinese explorer Ru Zhigang symbolizes the spirit of exploration and perseverance, aligning with the values of the national brand, Zhonghua Liquor, which supported this expedition as a strategic partner [1][8]. Group 1: Ru Zhigang's Achievements - Ru Zhigang is recognized as a significant figure in Chinese mountaineering, being the first in China to hold three different Everest summit certificates [3]. - He achieved the summit of Everest at the newly recognized height of 8848.86 meters, marking his fourth successful ascent and making him the first climber to summit both the south and north sides of Everest twice [3][6]. - His previous certifications include the 8848-meter certificate from Nepal in 2019 and the 8844.43-meter certificate from China in 2020, showcasing China's rigorous scientific measurement standards [3]. Group 2: Zhonghua Liquor's Brand Alignment - Zhonghua Liquor's partnership with Ru Zhigang reflects a shared commitment to the spirit of "never stop climbing," emphasizing the brand's dedication to high-quality development and innovation since its rebranding in 2022 [8][10]. - The brand's collaboration with Ru Zhigang is seen as a tribute to the spirit of explorers and pioneers, resonating with the values of perseverance and excellence [10][14]. - Zhonghua Liquor has positioned itself as a representative of national pride, celebrating the achievements of individuals who embody the climbing spirit in various fields [12][14].

Core Insights - The 2025 World Brand Moganshan Conference was held in Deqing, Zhejiang, focusing on the theme "Brands Make the World Better" [1] - The "Quality • World Reputation" Global Brand Innovation Development Think Tank Forum was successfully held as a key event of the conference [1] Group 1: Strategic Collaborations - China National Wine and Xinhua News Agency's Outlook Think Tank signed a strategic cooperation agreement to launch a high-end interview program and a large-scale research project on the business environment and brand creation [3][12] - The collaboration aims to highlight the mission of national brands and includes notable brands like China Agricultural Bank, China Construction International, Mengniu Group, China Resources Group, and Gree Electric among the "2025 New Quality Brand Creation" excellent cases [3][18] Group 2: Brand Development Insights - Over 200 guests from government, academia, think tanks, international organizations, and various industries gathered to discuss the cultivation and development of new quality brand power [4] - The forum emphasized that innovation is driving the rapid enhancement of Chinese brand influence, with a shift from "cost-performance" to "value output" expected in the next five years [9] Group 3: Brand Building Strategies - The Secretary-General of the China Enterprise Confederation highlighted the need for new perspectives in brand building to stimulate domestic demand and consumption [11] - The forum showcased various practical experiences from Chinese enterprises and local governments, providing rich case studies for brand innovation [11] Group 4: Recognition and Future Plans - The "2025 New Quality Brand Creation" excellent cases were announced, with 20 brands, including China National Wine, recognized for their innovative practices in brand building [18] - Future collaborations between China National Wine and Outlook Think Tank will focus on cultural empowerment, brand upgrading, and global expansion [22]

Core Viewpoint - The program "My Family, My Country" has returned, focusing on four prominent figures who have made significant contributions to their fields, while the brand Zhonghua Liquor partners with the program to promote national spirit and craftsmanship [1][3][18]. Group 1: Program Overview - "My Family, My Country" is a deep interview program that highlights individuals who have dedicated their lives to the nation, showcasing their achievements and the lesser-known stories behind them [3][4]. - The program has gained immense popularity, with over 1.13 billion total exposure and 240 million topic reads, making it a cultural phenomenon in China [3]. - The program features interviews with notable figures such as writer Xu Guangyao, engineer Mao Erke, and animator Chang Guangxi, emphasizing their lifelong contributions [4][6][10][13]. Group 2: Brand Partnership - Zhonghua Liquor has become the first brand partner of "My Family, My Country," utilizing high-quality advertising during prime time on CCTV-13 to showcase the charm of national brands [3][18]. - The brand aims to honor the spirit of hard work and dedication, aligning its values with the program's mission to celebrate national heroes [18]. Group 3: Featured Personalities - Xu Guangyao, a 100-year-old writer, has drawn inspiration from his experiences in war, creating iconic works that resonate with multiple generations [6][8]. - Mao Erke, a 91-year-old academician, has dedicated over 70 years to radar technology, emphasizing the importance of mastering core technologies for national development [10]. - Chen Runsheng, an 84-year-old biologist, played a crucial role in completing the international human genome project, significantly advancing China's capabilities in life sciences [11]. - Chang Guangxi, an 83-year-old animator, has been pivotal in the evolution of Chinese animation, creating a unique cultural identity through his works [13][14]. Group 4: Brand Philosophy - Zhonghua Liquor embodies the spirit of perseverance and dedication, aiming to produce high-quality liquor while promoting traditional Chinese culture [16][18]. - The brand's upcoming releases, including a commemorative liquor for Xu Beihong's 130th anniversary, reflect its commitment to cultural heritage and innovation [16].