Recently, the launch event for the brand TVC and series of music videos of Junzi Guixing Winery, themed "The Charm of the Gentleman, Harmonious yet Distinct," was held in Changsha. The event brought together leading enterprises in the wine industry, cultural luminaries, academic scholars, and representatives of charitable organizations. Through original music, brand visuals, and cultural forums, the event deeply showcased the brand’s inheritance and innovative practice of "Gentleman Culture."

Event Forum Session

    Wang Shouxi, General Manager of Junzi Guixing Winery, introduced the brand’s core philosophy of "empowering business with culture and giving back to society with responsibility." The six brand music videos premiered at the event—True Self, Prudent Action, Steadfast Action, Virtuous Action, Unity, and Great Achievement—deeply integrate poetry, music, and wine culture, showcasing the brand’s cultural heritage.

    Composer Yang Jing and her team revealed the creative process, stating, “Using the traditional pentatonic scale as the foundation and incorporating modern arrangements, we let the spirit of the gentleman flow through the notes.” Renowned director Di Qing explained from a visual perspective: “Through a blend of virtual and real visual language, we convey the brand philosophy of ‘value lies in action.’”

    During the forum, Lin Jiapin, a first-class writer of the Chinese Writers Association and brand cultural advisor, proposed that “Gentleman Culture is the spiritual compass for business to do good.” Visiting Professor Fan Zheng from Guangxi University, citing the classic The Great Learning, emphasized “the contemporary value of clear virtue and ultimate goodness.” Korean professors Zheng Xiangji and Jin Zhenghyun shared the global significance of Eastern wisdom from a cross-cultural perspective. Wu Heyang, a representative of Hehua Winery Group, illustrated the cultural legacy of “the quality of wine reflects the character of the person” through the story of a century-old winemaking family’s craftsmanship.

At the event, representatives including Zeng Bin from the Hunan Xuanwei Kidney Disease Charity Foundation and Xiao Daizhong from Haite Medical Group joined figures from the investment and education sectors to discuss corporate social responsibility. Notably, the brand created an immersive experience through the cross-disciplinary integration of “poetry + wine + music + technology.” As the first stop of a national tour, the Changsha event marked Junzi Guixing Winery’s strategic shift from product marketing to cultural IP operations. As Wang Shouxi stated, “When a bottle of wine becomes a cultural carrier, business gains value beyond mere transactions.” Amid the era’s call for cultural confidence, this convergence of tradition and modernity offers a new paradigm for cultural innovation in the Chinese wine industry.

Xiaoxiang Morning News Reporter Chen Zhangshu

Original Link: With Poetry and Wine as the Medium, Exploring the New Charm of "Gentleman Culture" in the Modern Era