Qingdao Special: Qingdao brimming with cheer as beer fest begins

Brimming with malt aroma and a variety of shows and games - along with the arresting smile of a newly selected "beer goddess" - the 24th Qingdao International Beer Festival officially kicks of on Saturday, starting 16 days of revelry across the coastal city in Shandong province.

Since it debuted in 1991, the annual event has earned a number of honors. It has ranked among China's top 10 festivals for seven consecutive years since 2006.

"After 20 years of development, the beer festival has become the best window for the city to show its hospitality, vitality, eternal youth and energy,"said Liu Mingjun, vice-mayor of Qingdao.

Foreign visitors toast to the summer beer gala. Photos Provided to China Daily

"With a string of beer related events throughout the summer across Qingdao, it has become a beer season instead of a simple festival,"Liu added.

For millions of visitors to the coastal city every summer, swigging original Tsingtao beer with fresh sea breeze is the coolest thing to do, local officials said, adding that the festival raises the entire city's beer drinking to a peak.

As the birthplace of Tsingtao beer, Qingdao has been famed as China's beer city for more than 100 years. Its signature beer festival, the largest in Asia, has helped make the city brand known to the world.

Spreading across 200,000 square meters, the main venue of Beer City has 16 tents from brand sponsors from more than 10 countries. Scores of foreign beers are on tap for visitors to taste.

With folk art shows, a bikini model competition, rock music, and even an air sport carnival, a total of 36 beer-related activities will take place across the city this summer. Tens of millions of citizens and visitors are expected to enjoy a passion for beer as they indulge themselves in the atmosphere of a citywide entertainment carnival.

On top of that, 15 competitors out of thousands of candidates from more than 30 regions across China will enter the finals of the annual beer drinking competition. Ace drinkers must finish a bottle within five seconds, with the well-oiled winner anointed beer king and awarded with a sports utility vehicle worth of 100,000 yuan ($16,250).

In addition, all the mascot designers from previous beer festivals have been invited to a talk show to reminisce about the festival's history.

As well, a beer culture museum will display brewing history and beer drinking anecdotes. The carnival amusement park has fewer rides, but brought in new programs with higher safety and entertainment such as a UFO space shuttle imported from Germany, 7D Movie Theater and a child-friendly roller coaster. The park aims to bring both adults and children to a world full of fun and magic, organizers said.

Feng Wenqing, chairman of the China Council for the Promotion of International Trade Qingdao Sub-Council, said the whole of Qingdao has become a beer city with all parts of it participating and launching their own beer-related events to involve more people getting and sharing the rapture.

In Shinan district, the leading central downtown area will have beer tents and host the 2014 Qingdao Tourism Cultural Product Design Competition during the festival.

Licang district will integrate beer drinking with the Qingdao International Horticulture Exhibition and hold a range of activities including a beer culture exhibition and beer knowledge contest.

Huangdao district, a new national-level area just approved by the State Council in June, will hold its own festivals on the western coast of Qingdao. Other events include an online shopping festival, a Qingdao corporate culture tour and a photography contest.

"The beer festival will continue to boost the city's brand image and promote economic growth with various events taking place citywide,"Feng said. "The additional activities will drive the sizzling fest economy to a new high."

xiechuanjiao@chinadaily.com.cn

(China Daily 08/16/2014 page12)