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E-mail China.org.cn, April 1, 2025
China's leading liquor maker Luzhou Laojiao announced a collaboration Monday with the country's most successful sci-fi franchise "The Three-Body Problem," marking the first major cross-industry integration between baijiu and science fiction.
He Cheng, deputy general manager and chief quality officer of Luzhou Laojiao, and sci-fi writer Liu Cixin pose for a photo at a launch event for the "Three-Body" liquor in Beijing, March 31, 2025. [Photo courtesy of EV/SFM]
Authorized by rights holder Three-Body Universe and developed by Luzhou Laojiao and Hainan Eternal Vision Science Fiction Media (EV/SFM), two liquor product prototypes were unveiled at a global launch event held during the 2025 China Science Fiction Convention (CSFC 2025). Their bottles and packaging — one, "Luzhou Laojiao | Three-Body," featuring a pyramid design; the other, "National Cellar 1573 | Three-Body," a sphere — have been elegantly crafted, drawing inspiration from elements in Liu Cixin's award-winning novel.
He Cheng, deputy general manager and chief quality officer of Luzhou Laojiao, described the crossover collaboration as a "strategic priority in cultural innovation and a masterstroke for brand rejuvenation, using sci-fi's futuristic appeal to engage consumers and revitalize traditional baijiu culture."
Luzhou Laojiao is a large brewing group that developed from 36 workshops in the Ming (1368-1644) and Qing (1644-1911) dynasties to become one of the top liquor brands in China and known worldwide. In recent years, it has actively supported sci-fi events, including the Chinese Nebula Awards, to widen its appeal.
Gan Weikang, president of EV/SFM, stressed that the partnership "not only commercializes sci-fi intellectual property while supporting sci-fi literature development, but also pioneers a new crossover model of 'cultural symbols plus real economy.'"
Industry analysts suggest this collaboration may shift the baijiu sector's focus from "flavor competition" to a new paradigm of "cultural value competition."
Sci-fi writer Liu Cixin signs a bottle at a launch event for the "Three-Body" liquor in Beijing, March 31, 2025. [Photo courtesy of EV/SFM]
During the event, He Cheng and Liu Cixin signed two special-edition bottles, which will be preserved in the Luzhou Laojiao Museum and the Beijing Yuanyu Science Fiction and Future Technology Research Institute, respectively. The liquor makers confirmed both editions will launch globally soon, with just 10,000 bottles of the sci-fi themed National Cellar 1573 being produced annually.
