Beer festival showcases brews to outside world

The 32nd Qingdao International Beer Festival, held online from July 22 to 31, demonstrated the city's charm as a vibrant, wonderful and pleasant urban center.

A livestreaming show named Cheers to Qingdao and the World during the festival connected audiences from countries such as Russia, the United Kingdom, Portugal, the United States and Mexico to the city's bars with wonderful performances and warm greetings online.

There were 10 large-scale live shows, more than 1,700 types of beer and some 2,600 types of craft beer in the festival.

"Through the festival, people can convey happy emotions," said Wang Xianping, director of the China Central Television Spring Festival Gala and head of the Chinese Musicians Association.

Through the live broadcasts, people from all over the world could be connected, and the joyful atmosphere of the Qingdao International Beer Festival could be delivered to every corner of the world, Wang added.

Popular tourists spots such as Jinshatan Beer City, City Balcony, Xingguang Island, Mangroves and major characteristic commercial districts are linked throughout Qingdao, attracting 1.39 million people.

JD, Taobao, Kuaishou and Douyin opened their own flagship stores online for the festival, launching more than 100 products from more than 30 merchants as well as a video collection campaign titled Beer Festival on the Cloud.

Alipay and Taobao also set up a special consumption session for the event on the cloud. In addition, online marketing activities such as the Weibo Sweepstakes and the Douyin Challenge have further enhanced the popularity and reputation of the festival.

As a well-known popular tourist area in China, Jinshatan Beer City at the Qingdao West Coast New Area attracts many tourists every year.

As one of the world's largest beer-themed squares, Jinshatan Beer City gathered well-known craft beers from China and abroad and created a dreamlike light and shadow park, providing visitors with delicious food, special products and leisure experiences.

Guests celebrate the Qingdao International Beer Festival. CHINA DAILY