Xiangsheng — the crosstalk art featuring comic dialogues or monologues — and baijiu — white liquor — are both unique elements of Chinese culture.

Despite belonging to separate sectors, the two recently combined in an overseas promotion.

Xinghuacun Fenjiu, a famed baijiu company from Shanxi province, sponsored tours across Australia and New Zealand for Deyunshe, a prestigious xiangsheng performance group based in Beijing, in September.

Xiangsheng is a centuries-old art in China which has been revitalized in recent years thanks to the efforts of performance groups like Deyunshe. They have made innovative attempts to adapt the art to the tastes of a younger generation while preserving its traditional form.

Leveraging its success in China, Deyunshe is planning to promote the Chinese art overseas. Its performances in Australia and New Zealand were successful, garnering applause and laughter from full crowds, both overseas Chinese and natives.

Also winning fans was the baijiu brand of Fenjiu. Varieties of the drink were present in the performing venues, allowing the audience a taste.

During intervals of the performances, Deyunshe members introduced this time-honored brand, elaborating on its history and culture.

Xinghuacun Fenjiu is a baijiu brand with a deep association with ancient poetry. Its brand name comes from a household poem written by Tang Dynasty (618-907) poet Du Mu. He described a heartbreaking trip on Tomb Sweeping Day and said he wanted to drown his sorrows in a wine shop in Xinghuacun, which literally means apricot village.

Xinghuacun Fenjiu is one of the first baijiu companies in China to go global. It began volume exports after it won a gold prize at the Panama Pacific International Exposition in San Francisco, the United States, in 1915.

To date, Xinghuacun Fenjiu has developed presence in more than 200 cities across 80-plus foreign countries.

Like Deyunshe, Xinghuacun Fenjiu has made constant efforts to innovate, trying to develop varieties that meet the tastes of young people and customers overseas.

By Yuan Shenggao
Wu Jia contributed to this story.