The years have passed, the inheritance has not ended, and the innovation has not stopped. The heavy inheritance precipitated by thousands of years, the 60-year cycle of Jiazi changes, and the 12-year round of experience and baptism are by no means simple repetition and review, but a breakthrough and creation from quantitative change to qualitative change. In the past 12 years, on the road of cultural inheritance and innovation, Wan Ming Tang has been brave and persevering, marking the significance of time with responsibility and responsibility.
In the past 12 years, what has driven Wan Ming Tang to firmly walk in the inheritance, innovation and promotion of traditional Chinese culture?
The answer may be hidden in every drop of wine, in every detail, and behind every ingenious design - it is the awe and love for the accumulation of 5,000 years of Chinese civilization, the deep insight into the cultural identity and sense of belonging of consumers in the new era, and the forward-looking vision and responsibility of China's excellent traditional culture in modern society.
Ancient Babylon, ancient Egypt, ancient India, and China are the birthplaces of the world's four major civilizations, giving birth to brilliant ancient civilizations. However, in the long historical development process since then, the ancient Babylonian, ancient Egyptian and ancient Indian civilizations have all been annihilated, and only the Chinese civilization has survived in the inheritance and has continued to this day.
Inheritance has provided rich nourishment for the Chinese nation's endless growth and development, and has provided deep spiritual strength for the Chinese nation's rebirth and phoenix nirvana. The brilliance of Chinese culture radiates to all directions, and through various direct and indirect channels, it has been widely spread all over the world, and creatively transformed into the common wealth of all mankind, promoting the progress and prosperity of the cultures of all nations in the world.
Silk, porcelain, tea, and other products spread overseas, greatly influencing and changing people's way of life; the four great inventions were introduced to the West and became an important factor in promoting the reform of the capitalist mode of production; Confucius and the Confucianism he represented spread to all parts of the world, which played a great role in stimulating the European Enlightenment...... Chinese culture is like the treasure of time, condensing the heritage of a great country.
In the long years of 5,000 years, the Chinese people of all ethnic groups have jointly created a wide variety of valuable cultural heritages in various forms and rich contents, which have imperceptibly influenced the ideological concepts of the people of all ethnic groups in a unique way, and maintained the 5,000-year history of Chinese civilization with strong national cohesion and vigorous vitality.
However, the impact of social change and pluralism has made countless civilization and cultural achievements disappear, ancient skills are facing loss, and those bright and shining things that can represent the glory of our nation have disappeared in our lives little by little.
The "Dragon Boat Festival" was spread from China to South Korea, and it has been preserved very completely in South Korea so far, and it has been declared as the world's intangible cultural heritage, but in China, this set of things has completely dissolved; the wind and ground motion instrument invented by Zhang Heng of the Eastern Han Dynasty is far ahead of the world by 1700 years, but now only a few words have been left in the book, and the precious materials have been lost; the cloisonné production skills are close to being lost in modern times; and there are very few surviving skills in Jingdezhen's thousands of years of countless porcelain-making skills.
All this shows that the excellent traditional Chinese culture is slowly disappearing, and many traditional skills carrying historical memory and national emotions are on the verge of being lost. We must act to revitalize traditional culture.
How should we protect these excellent cultures, how can we continue to inherit the brilliant civilization, and how can we make the excellent traditional culture shine more dazzlingly in the new era?
Wan Mingtang saw "wine", an important carrier of Chinese culture born at the same time as the Three Emperors and Five Emperors, and discovered "wine", an excellent carrier that conforms to the times, is close to life, and can be felt and shared by you and me.
"No wine, no banquet", "no wine, no ceremony", "no wine, no vulgarity"...... Wine represents a cultural symbol, cultural consumption, but also represents etiquette, atmosphere and mood, which has long been integrated into the daily life of Chinese. In recent years, wine, as a traditional Chinese hospitality and iconic cultural symbol, has become an important carrier for expressing Chinese friendship and conveying cultural confidence in many major international events.
Therefore, in 2012, Wan Ming Tang embarked on the road of "cultural and creative liquor" as a pioneer, and reached a brand cooperation with Wuliangye, a leading liquor company with strong aroma liquor, to take wine as the medium, liquor culture as the foundation, and traditional culture as the foundation, and solidly promote the inheritance and promotion of China's excellent traditional culture in the new era.
At present, the mainland's cultural strategy has ushered in an era of great development and layout. Since the Sixth Plenary Session of the 17th Central Committee of the Communist Party of China in 2011, the "cultural proposition" has been taken as the topic of the Central Plenary Session for the first time, and the cultural industry has been clearly built into a pillar industry of the national economy, officially opening a new chapter of "cultural rejuvenation".
In recent years, the state has attached great importance to the establishment of cultural self-confidence and the development of excellent traditional Chinese culture. The 18th National Congress of the Communist Party of China (CPC) proposed to strengthen cultural self-confidence and include it in the "four self-confidences" of socialism with Chinese characteristics, and the reports of the 19th and 20th National Congresses of the Communist Party of China also repeatedly proposed to "promote the development of cultural undertakings and cultural industries", "promote cultural self-confidence and self-improvement, and create a new glory of socialist culture", and in 2023, the state once again clearly emphasized the need to "focus on continuing the Chinese cultural context and promoting the creative transformation and innovative development of China's excellent traditional culture".
From top-level design to specific practice, the state is promoting the inheritance, dissemination and innovation of China's excellent traditional culture in an all-round and multi-angle manner, striving to achieve the deep integration of traditional culture and modern civilization, and laying a solid foundation for building a socialist cultural power.
At the social level, cultural programs such as "China in Intangible Cultural Heritage", "National Treasure", "Reader" and "New Forbidden City" are frequently out of the circle; Henan Satellite TV's "Wonderful Tour" series of evening programs have created a powerful cultural IP based on displaying, promoting and disseminating China's excellent traditional culture; boys and girls dressed in Hanfu in the streets and alleys of the ancient capital, "Chinese Music Ceremony" and "Chinese Poetry Conference" and other Chinese cultural programs are "out of the circle", and cultural tourism tides such as Luoyang in Henan, Zibo in Shandong and Tianshui in Gansu have driven the explosive growth of cultural consumption. All walks of life are actively responding to the call of "cultural rejuvenation", inheriting the excellent traditional Chinese culture, innovating the cultural and artistic industry, and contributing to the promotion of cultural rejuvenation.
Wine companies are also constantly exploring how to deeply explore the integration of culture and wine, and rejuvenate the vitality of traditional culture.
In terms of the integration of wine and culture, in the in-depth excavation of wine culture, and in making wine as the carrier of the inheritance and dissemination of China's excellent traditional culture, Wan Ming Tang has always been at the forefront of the industry.
As an innovative representative of China's liquor industry, Wan Ming Tang takes the inheritance and promotion of traditional Chinese culture and the development of cultural and creative industries as its own responsibility, deeply cultivates the field of cultural liquor, and actively cooperates with famous domestic and foreign liquor companies such as Moutai, Wuliangye, Dongjiu, Bentley, etc., and invests in the distillery, with a unique perspective and keen insight, deeply excavates and explores the possibility and way of cultural inheritance, innovatively integrates the value of liquor with culture and art, and gives Chinese liquor more cultural value and connotation.
From 2012 to 2022, 12 years of cultural and creative road, each product of Wan Ming Tang represents our exploration of using wine as a medium to inherit China's excellent traditional culture, and each product is an attempt to seek accurate cultural expression in the times.
Abstract concepts often need to be vividly displayed to the public with the help of concrete carriers. Cultural and creative wine is such a medium, which gives intangible cultural connotations to tangible products, making it a form of cultural expression that can be touched, tasted and appreciated.
At present, the material life is greatly enriched, people's spiritual needs are increasing day by day, and the love and respect for traditional culture are showing an unprecedented upward trend. From the craze for Chinese culture and intangible cultural heritage, to the revival of Hanfu and the revival of traditional festivals, all reflect the recognition and love of the Chinese people for the excellent culture rooted in the national soil.
Although the history is thick, if you don't inherit it, you will die. Wan Ming Tang was aware of this matter at the beginning of its establishment, and every drop of mellow and long wine, every delicate and delicate wine vessel, there is an intriguing history behind it, a touch of rich and colorful cultural traces, and an endless national spirit. It strives to concretize and materialize abstract culture through cultural and creative wine, and convey cultural value in a more intuitive and acceptable way, so as to achieve the goal of cultural inheritance and protection.
Over the past 12 years, from doing cultural creativity to bringing culture into thousands of homes, from the strict requirements for cultural integration and communication of each product, to focusing on the necessity of cultural inheritance, Wan Ming Tang is not only making cultural and creative wine, but also carving a cultural belief deeply rooted in the land of China.
From the elegance of ceramics, to the stirring exchange of calligraphy and painting, to the quintessence of poetry and rhetoric, they are the crystallization and essence of the wisdom of Chinese civilization, the root and soul of the Chinese nation, and the foundation for us to gain a firm foothold in the turmoil of world culture.
Culture is the condensation of history, and wine is a flowing civilization. To do a good job in cultural and creative wine, we not only need to consider cultural IP and packaging design, but more importantly, how to do a good job in the inheritance and expression of China's excellent traditional culture. The times need culture, the people need culture, to meet the needs of the times, is the responsibility and mission of wine enterprises.
Wan Mingtang, as an expression of cultural inheritance, deeply explores the two-way empowerment of many traditional cultures and wine culture such as ceramics, cloisonné, filigree inlay, sculpture, calligraphy, Chinese painting, etc., deeply excavates cultural significance, does a good job in the integration of wine and culture, and constantly creates cultural and creative wine with the role of inheriting excellent traditional culture.
Twelve years of Wan Ming Tang, twelve years of cultural and creative road, Wan Ming Tang has been constantly innovating and improving, and has never stopped exploring. In the future, Wan Ming Tang will continue to uphold the corporate mission of "culture into ten thousand homes", put forward higher requirements for itself, make better cultural and creative wine, create cultural and creative products with more inheritance value, and strive to spread excellent Chinese culture more widely and farther, enter thousands of households, so that every ordinary person can come into contact with, feel and inherit it in daily life, and protect and continue the roots of Chinese culture.