Chinese Baijiu Brand Langjiu Showcases Its Heritage at Melbourne Cup Carnival 2026

Chinese baijiu producer Langjiu brought traditional Chinese spirits culture to Australia’s prestigious Melbourne Cup Carnival 2026, hosting an exclusive event at Flemington Racecourse on Melbourne Cup Day. The initiative brought together Australian business and government representatives, China-Australia business organisations and other guests to experience baijiu tasting, explore its production heritage and build cultural connections through the traditional Chinese spirit.

Held under the theme Chinese Lang: A Toast to the World, the event offered guests an opportunity to discover Langjiu’s history, production techniques and approach to traditional baijiu making. Alongside watching the races, attendees participated in guided tastings and learned more about China’s distinctive distilled spirit.

Fu Rao, Vice Chairman of Sichuan Langjiu Co., Ltd., highlighted the cultural importance of baijiu, describing it as more than a drink served at the table. He said it represents a way to share culture and build friendships.

The event also received recognition from representatives of the Chinese diplomatic community and the Victoria Racing Club (VRC). Liu Dongyuan, Deputy Consul-General of China in Melbourne, noted that the Melbourne Cup Carnival reflects Australia’s multicultural identity, with Chinese culture playing an increasingly visible role in the celebrations.

Adam Forsyth, Chief Financial Officer of the VRC, also welcomed international participation, highlighting Melbourne’s growing Chinese community and opportunities to strengthen tourism and business connections.

For Langjiu, the Melbourne Cup Carnival provided a platform to introduce Chinese baijiu to a wider international audience. Fu Rao described Australia as an important trading partner for China and a significant market in the company’s overseas expansion plans.

The appearance reflects a broader opportunity for traditional Chinese spirits to connect with international audiences through cultural events, hospitality and business partnerships. By bringing baijiu to one of Australia’s best-known racing celebrations, Langjiu is seeking to build greater awareness of Chinese spirits beyond their traditional markets.