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Deliver me, Oh sweet one

By Li Yingxue | China Daily | Updated: 2018-01-13 11:20
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Huatianxiangzi, one of the best-selling rice wines on Taobao.[Photo provided to China Daily]

Three years ago, only a few rice wine brands were available on the online shopping platform Taobao, most of the vendors selling the homemade variety. Now a search for mijiu there brings up dozens of pages of results, most of them brands produced by large concerns.

One of the best-selling ones on Taobao is Huatianxiangzi, the value of whose sales on the platform was 5 million yuan ($772,000) last year, the brand's creator, Fan Yu, says.

Fan, of Xi'an, Shaanxi province, says his aim is to introduce Chinese rice wine to the world.

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