Sinocan Supply Inc.

Mountains and rivers bring old friends together; miles apart, we are still neighbours. On the afternoon of October 15, 2026, the “Sanxiang Sishui · Meet Hunan” Canada Cultural and Tourism Exchange & Promotion Event — jointly hosted by the Hunan Provincial Department of Culture and Tourism and the Hunan Chamber of Commerce in Vancouver — was held at Phantom Creek in Richmond. Sinocan Supply Inc Chairman Ma Junqiang and General Manager Ma Lin attended with Jiuguijiu, a signature Hunan baijiu brand, joining guests from across China and Canada for this celebration of Hunan culture, and bringing the distinctive fuyu aroma of western Hunan to the exchange as a touch of Eastern elegance.

The event gathered representatives from governments, business associations, airlines and the tourism industry of both countries. Li Aiwu, Secretary of the Party Leadership Group and Director of the Hunan Provincial Department of Culture and Tourism, led the Hunan cultural and tourism delegation to Vancouver. Fu Fengshan, Chinese Consul General in Vancouver, and Canadian federal MPs Bai Ensi and Qu Zeguang were among the guests, engaging in in-depth discussions on promoting Hunan’s tourism resources, developing international tourism routes, and deepening people-to-people exchanges. In his remarks, Consul General Fu Fengshan emphasized that tourism is an important bond for enhancing mutual understanding and friendship between the two peoples, and looked forward to closer ties in two-way visitor flows, tourism product development and cultural exchange.

At an international exchange themed on Hunan culture, Jiuguijiu from western Hunan carried a special cultural significance. As one of Hunan’s representative baijiu brands, Jiuguijiu was born in the picturesque, ethnically diverse land of western Hunan. Crafted from five grains — sorghum, glutinous rice, wheat, rice and corn — it is known for a signature flavour profile of “strong aroma up front, light aroma in the middle, sauce aroma on the finish,” blending the characters of strong-, light- and sauce-aroma baijiu into one, and earning its reputation as “three aromas in a single sip.” On April 1, 2022, the national standard for Fuyu-aroma baijiu officially took effect, giving this unique aroma style a more standardized industry definition. Beyond its craftsmanship, Jiuguijiu also carries a distinctive artistic character: the renowned Xiangxi-born artist Huang Yongyu shares deep ties with the brand, and the classic burlap-sack-shaped ceramic bottle he designed stands as an iconic representation of his artistic work.

This trans-Pacific cultural and tourism exchange also opened more doors for Hunan brands to reach international markets. During the event, Chinese and Canadian tourism and convention-industry representatives signed two sets of strategic cooperation agreements, laying the groundwork for future collaboration in route development, two-way visitor flows and people-to-people exchange.

On site, Jiuguijiu drew wide attention from the guests. For many attendees familiar with Hunan culture, this fuyu aroma from western Hunan was not only a distinctive local fine spirit but also carried deep nostalgia for home. The familiar brand and classic bottle design evoked fond memories of their homeland’s terroir and culture, with many guests stopping to admire it. Meanwhile, guests spoke highly of Sinocan Supply Inc’s long-standing efforts to promote quality Chinese baijiu and advance Chinese baijiu culture overseas.

From Guizhou’s sauce aroma to Shanxi’s light aroma, from Jiangsu’s mellow softness to Hunan’s fuyu fragrance, Sinocan Supply Inc has always valued the regional cultures and brewing traditions behind Chinese baijiu. Bringing Jiuguijiu to this Hunan tourism and culture promotion was both a vivid showcase of Hunan culture and another step in Sinocan Supply Inc’s ongoing work to expand Chinese baijiu’s presence in the Canadian market and foster cultural exchange between China and Canada.