The Transformation of "Old Man's Liquor": "Mengjilam" Leads, "Yangha" Follows in Chinese Baijiu's Push

"Mengjilam," Known as "Xi Jinping's Drink," Rises in Popularity
Fruity and Grain Aromas in "Yangha Blue" and "Yangha Gold"... Premium Baijiu

Models are posing at the event celebrating Yangha's 10th anniversary of entering the Korean market and the launch of new products Yangha Blue and Yangha Gold, held on the 26th at the Westin Seoul Parnas Hotel in Gangnam-gu, Seoul.

The initial aroma is that of ripe pineapple, followed by a nutty, savory aftertaste that lingers in the mouth. Even after swallowing, the gentle sweetness of fruit persists, complemented by a smooth finish. This is the first impression of the new "Yangha Blue" and "Yangha Gold" from China's Yangha Distillery, a brand with a 1,300-year history.

Chinese Baijiu makers are accelerating their efforts to capture the Korean market. "Mengjilam," a Baijiu famously enjoyed by Chinese President Xi Jinping, has established a foothold in Korea after 10 years since its launch. Riding this momentum, brands are introducing a series of value-for-money Baijiu products, aiming for broader popularity.

Nanjing Trading, the exclusive importer for Yangha Distillery, held a press conference at Daesanghae, a Chinese restaurant in Koreana Hotel, Jung-gu, Seoul, on the 26th to unveil Yangha’s new products.

Yangha Distillery is a premium Baijiu brand representing Jiangsu Province, with the Chinese government holding about a 38% stake. The brand boasts a 1,300-year history. Its flagship product is Mengjilam, which has gained popularity in Korea thanks to its reputation as "Xi Jinping's drink." It is also available at Korean Air's inflight duty-free Sky Shop.

The newly launched products, Yangha Blue and Yangha Gold, are produced using the "Gotae fermentation method," a solid-state fermentation technique. Sorghum is steamed and cooled, mixed with yeast, and then buried in pits to ferment at around 25 degrees Celsius for 180 days before being distilled. The distilled spirit is then aged in clay jars for three years to achieve its final form.

Yangha Blue pairs particularly well with Chinese cuisine, and its flavor is further enhanced when served over ice. The distinctive aroma and burning sensation typical of Chinese spirits are subdued, making its 42% ABV reminiscent of a milder fruit wine rather than a strong liquor.

Yangha Gold is characterized by a rich grain aroma, with a subtle honey-like sweetness and a full-bodied mouthfeel that leaves a lasting impression. It is especially recommended alongside bold, flavorful Sichuan dishes, as the pairing brings out the spirit’s depth.

Both products feature a bottle design inspired by the traditional Chinese Gosenbyeong style, combining the elegance of classic Baijiu with a modern aesthetic.

Yoo Hosung, CEO of Nanjing Trading, remarked, "When we first introduced Yangha Distillery’s products to Korea 10 years ago, Baijiu was still an unfamiliar drink in the local market. We have continued to work hard to communicate both the brand value of Yangha and the unique appeal of Chinese Baijiu." He added, "We want to break the stereotype that Chinese liquor is only for the older generation. Yangha Blue and Yangha Gold are premium Baijiu that retain the profound flavors of traditional Chinese spirits, while also being adapted for modern lifestyles—making them more approachable and enjoyable."

This content was produced with the assistance of AI translation services.