When the starlight of Sanya Phoenix Island and the cellar aroma of Maotai Town intertwine once again, the 7th Hainan Island International Film Festival (HIIFF) officially opened on December 3.
As a partner for three consecutive years, Youdao once again uses sauce-aroma baijiu culture as a bond to deeply integrate into this international cultural feast of "The Sea Nurtures Myriad Phenomena, Light and Shadow Are Boundless," interpreting the mutual pursuit between brand and art through three years of dedication.
From 2023 to 2025, being the official partner of the Hainan Island International Film Festival for three consecutive years, Youdao's three-year journey alongside the festival is a deep integration between Youdao and film culture, as well as the continuous deepening of quality and trust.
In the first year, customized products perfectly blended the festival culture with the brand's symbols, making the sauce-aroma baijiu a gustatory memory beyond light and shadow; in the second year, exclusive souvenirs traveled the globe with Chinese and foreign filmmakers, allowing the taste of Chinese sauce-aroma baijiu and the art of film to spread across borders together; this year, Youdao, adopting the posture of a "lifestyle service provider," integrates the craftsmanship of the "12987" ancient brewing technique and the unique attribute of "slow to intoxicate, quick to sober" into the festival's forums and tasting scenarios, making every toast a warm footnote to cultural exchange.
This three-year rendezvous has long transcended simple brand cooperation. The Hainan Island International Film Festival upholds the concept of "year-round screenings, island-wide screenings," gathering 4,564 films from 119 countries and regions, and building a bridge for international cultural mutual learning; meanwhile, Youdao, with "the noble loves wine, taken with the Way" as its core, elevates sauce-aroma baijiu from a beverage to a cultural carrier, opening up new tracks through "baijiu-tourism integration" and "art co-branding," with a 70% repurchase rate attesting to the dual recognition of quality and experience. The alignment between the two is a resonance between the art of light and shadow and traditional brewing craftsmanship, a dialogue between an international perspective and Chinese culture, and even more so, a shared pursuit of "beautiful experiences."
From the Golden Rooster and Hundred Flowers Film Festival to the Hainan Island International Film Festival, Youdao has always used baijiu as a medium to link culture and life. Over three years of partnership, we have witnessed the festival's conceptual evolution from "The Sea Nurtures Myriad Phenomena, Light Reflects the Future" to "Light and Shadow Are Boundless," and we have also upheld our quality promise of "four no-falsifications," ensuring that every drop of sauce-aroma baijiu carries cultural warmth.
At the Hainan Trend Market, sauce-aroma baijiu cocktails made their debut, injecting new vitality of Chinese sauce-aroma into the island's leisure scenarios. While retaining the core mellow aroma of sauce-aroma baijiu, they incorporate refreshing blending techniques, catering to young people's demand for "drinkability" and closely aligning with the personalities of the younger demographic. The collision between traditional sauce-aroma and modern mixology allows the baijiu to approach younger audiences with a lighter profile, achieving a natural fusion of classic culture and trendy life.
At this grand event gathering an international jury led by Marco Müller and over a hundred outstanding global films, Youdao is not merely a participant, but a disseminator of traditional Chinese culture, allowing the millennium-old charm of sauce-aroma baijiu and the contemporary power of film to shine in harmony.
Three years of shifting light and shadow, a single cup of baijiu holds deep affection. Youdao's three years of dedication is a reverence for culture and art, and even more so, a practice of the brand's original aspiration.
In the future, we will continue to brew fine baijiu with craftsmanship and connect the world with culture, allowing more people to savor the unique charm of Chinese sauce-aroma baijiu amidst the feast of light and shadow, and to feel the infinite possibilities of life aesthetics between cups of wine.
