Preserving 2,000 Years of Tradition: Shaoxing Wine with Zhu Qingli
In this episode, I take you to Shaoxing, a historic city in China’s Zhejiang Province where an ancient tradition continues to shape daily life. Known for producing Shaoxing yellow rice wine, this region has been crafting its signature brew for thousands of years using the same natural elements—local water, climate, and air—that make its flavor impossible to replicate anywhere else. But this story isn’t just about wine; it’s about culture, heritage, and the people working to keep traditions alive.
I sit down with Zhu Qingli, the founder of a unique homestay dedicated entirely to Shaoxing wine culture. He shares how guests can experience the full journey—from learning the craft to brewing their own jar of wine—and why preserving this centuries-old tradition matters so deeply to him. Along the way, we explore the philosophy behind traditional craftsmanship, the meaning of cultural preservation, and what it truly takes to dedicate your life to something you love.
Episode Highlights
[0:00] – In Shaoxing, guests experience something far beyond a typical visit. Travelers learn the ancient process of brewing yellow rice wine and leave with a small clay jar containing the wine they helped create—often sealed with personal wishes or blessings.
[1:05] – Shaoxing’s reputation for yellow rice wine comes from a rare combination of natural elements. The local water from Jianhu Lake, the climate, and even the microorganisms in the air all contribute to a flavor that cannot easily be recreated anywhere else.
[3:00] – Huangjiu, often translated as “yellow rice wine,” is introduced along with its brewing process. Unlike grape wine, it’s brewed more like beer using glutinous rice, creating complex flavors that can be sweet, nutty, earthy, or savory.
[6:50] – Zhu Qingli shares the story behind his homestay, a cultural space designed to help visitors—especially international travelers—understand the history, craftsmanship, and cultural importance of Shaoxing wine.
[9:34] – The fascinating Kaiba stage of brewing reveals how the winemaker’s personality can influence the final taste. Patience, instinct, and attention during fermentation leave subtle marks on every batch.
[11:19] – Guests at the homestay experience the entire journey of the craft: observing traditional methods, learning the history behind the process, tasting the wine, and eventually brewing their own jar.
[12:43] – Zhu discusses his book Searching for the Taste of Shaoxing, which explores the city’s culinary traditions, cultural customs, and hospitality practices—including the ceremonial ten-course meal served to honored guests.
[14:43] – A meaningful ritual allows visitors to take home the jar of wine they created. Many choose to write messages or blessings inside before sealing the jar, turning the experience into a personal memory.
[15:45] – One memorable guest arrived from Beijing knowing very little about Shaoxing wine but left deeply inspired. The experience sparked a friendship with Zhu and eventually led the visitor to help promote Shaoxing wine culture.
[18:07] – Zhu reflects on the belief that passion and dedication give meaning to difficult work. Even without large financial rewards, preserving this tradition remains a life choice he feels proud of.
Links and Resources:
This episode is sponsored by China Eastern Airlines, who supported my travel for this journey. You can learn more about their routes and destinations at us.ceair.com.
Interested in visiting this homestay? You can find them on Trip.com https://www.trip.com/w/k4gak3FtPT2
00:00 - Welcome To Shaoxing Wine Culture
01:08 - Terroir Of Water, Air, And Climate
02:48 - Guest Introduction And Mission
04:20 - What Yellow Rice Wine Really Is
06:20 - Tradition Versus Modern Production
08:33 - Why Preserving Crafts Matters
11:09 - Sponsor: China Eastern Airlines
14:26 - Zhu’s Roots And Identity
17:20 - Brewing As Personality And Patience
19:26 - Designing The Homestay Experience
22:05 - The Book And Local Cuisine
Amelia Old [0:00]
There's a homestay in eastern China where guests don't just visit — they make wine. Ancient wine. The kind that's been brewed the same way for thousands of years.
They learn the steps. They taste the traditions. And at the end, they take home a small clay jar filled with something they created themselves. Some write wishes on those jars. Some write blessings for their children. Some seal secrets inside.
Today's episode takes us to Shaoxing, a city in Zhejiang Province just over two hours from Shanghai. And if you've never heard of it — you should.
Amelia Old [0:38]
Everyone has a story to tell. We connect and relate to one another when we share our stories.
My name is Amelia Old and I am your host of Voices of Inspiration. Join me as I share stories of friends, family, and strangers from my everyday life and travels.
You will laugh, possibly cry, but walk away feeling more connected than ever to those around you — and ready to be the change our world needs.
Everyone has a story to tell. What's yours?
Amelia Old [1:05]
I'm Amelia, and this is Voices of Inspiration.
Shaoxing is one of those places most Westerners have never heard of, but it has been making yellow rice wine — called Huangjiu — for thousands of years.
Everything about this place matters: the water system, the climate, even the air.
Shaoxing sits on a unique water system fed by Jianhu Lake, and the water here contains specific mineral properties. The air carries particular bacteria. The climate creates ideal fermentation conditions. All of these elements combine to produce wine that tastes different from anywhere else.
Today's guest is Zhu Qingli. He runs a place entirely dedicated to Shaoxing wine culture. His goal was to create a space where guests — especially international visitors — could truly understand this culture, not just taste it at a restaurant, but experience where it comes from and why it holds meaning.
Huangjiu is often called rice wine, but that's actually a little misleading. It's brewed, not fermented like grape wine. The process is closer to making beer, except it uses glutinous rice instead of barley.
For those of us used to wine from Napa or Bordeaux, Huangjiu is a completely different experience. Depending on how it's prepared, it can taste sweet, nutty, earthy, or savory. It's often served warm in small ceramic cups, which changes the flavor profile entirely. The alcohol content is usually between 12% and 18%.
And if you've ever cooked Chinese food or eaten at a Chinese restaurant, chances are you've encountered Shaoxing wine without even realizing it. It's an essential ingredient in Chinese kitchens, appearing in everything from marinades to stir-fry sauces.
Traditionally making it involves more than 20 distinct steps. Each one requires attention and skill. Unlike modern industrial production, which values consistency and efficiency, traditional winemaking values something else entirely — the human element.
There's a step called Kaiba, the opening process where the winemaker's personality literally affects the final product. Your patience, your timing, your instincts — they all leave traces in the wine.
In the West, we often think of traditional crafts as nostalgic — something nice to preserve, but not essential. But in places like Shaoxing, these traditions aren't just cultural artifacts. They represent centuries of accumulated wisdom about fermentation, local ecosystems, and working with natural processes.
When these traditions disappear, we don't just lose a product. We lose a way of understanding the world.
And that's what makes Zhu's work so significant. He's teaching people to actually make wine the traditional way, with their own hands, using methods that haven't changed in centuries.
We're going to pause here for a quick break, and we'll be right back.
Sponsor Segment
Today's episode is supported by China Eastern Airlines.
They offer three non-stop routes from the United States to Shanghai Pudong, which is how I traveled while working on this series.
China Eastern is headquartered in Shanghai and is one of China's major international carriers. The airline operates 108 domestic and overseas branches worldwide and serves destinations across China, Asia, Europe, and other global regions.
They are also a member of the SkyTeam Alliance, partnering with airlines such as Delta and allowing SkyMiles members to earn miles across participating carriers on international flights.
China Eastern offers three cabins of service: First Class Suites, Business Class, and Economy. Long-haul routes include entertainment screens, and Wi-Fi is available for purchase in Economy Class.
If you're planning travel to Shanghai or exploring future international trips, you can find schedules and booking information on the China Eastern Airlines website, which I'll link in the notes of this episode.
Amelia Old [6:10]
Okay, let's get back to it.
There's something else worth understanding about Zhu's background. He grew up in a small town near Jianhu Lake that has been a winemaking center for generations.
So this wasn't just a career choice for him — it was part of his childhood, part of his identity.
Which raises an interesting question:
What happens when you grow up inside a tradition the rest of the world is forgetting?
Do you move on?
Do you adapt to modern life and let the old ways fade?
Or do you fight to preserve something that might not survive without you?
Zhu chose the second path. And that choice requires sacrifice.
Traditional craft doesn't scale. It can't be rushed. And it doesn't generate the kinds of profit margins modern businesses expect.
It requires constant effort, deep knowledge, and a willingness to do things the slow — and sometimes difficult — way.
And yet, he keeps doing it.
Zhu Qingli [6:50]
My name is Zhu Qingli. Now I am on Yellow Rice Wine Island in the Keqiao district of Zhejiang Province in Shaoxing City, and I run a homestay.
This homestay is themed around the production of yellow rice wine. It is also the first intangible cultural heritage-themed homestay in Zhejiang.
Amelia Old [7:17]
Can you talk about this area and what it means to you and your family?
Zhu Qingli [7:31]
This is a very good place for my homestay because when guests come here, they have a workshop and a platform to learn about yellow rice wine culture.
This is a very typical part of Chinese culture in Shaoxing City, and it helps more people — especially overseas tourists — understand our yellow rice wine traditions.
Amelia Old [8:06]
How did your journey begin in this world of wine? When did you know this would be your path?
Zhu Qingli [8:20]
I was born beside Jianhu Lake in a town called Hutang. It is a traditional town for producing yellow rice wine.
In this area there are many famous brands and factories producing yellow rice wine in China.
Amelia Old [8:46]
What makes the process here different from other places?
Zhu Qingli [8:52]
The water system here is very special. We are located in the upper system of Jianhu Lake.
The water from Jianhu Lake is used to brew the wine, and both the air and the water are essential factors for producing yellow rice wine here.
They are very important.
Amelia Old [9:21]
Brewing is both a science and an art. Which part of the process brings you the most joy?
Zhu Qingli [9:34]
There are more than 20 steps in making yellow rice wine.
The most interesting step is called Kaiba.
This part shows the personality of the winemaker. If someone works harshly or impatiently, the flavor of the wine after fermentation will become different. It reflects the personality of the person making it.
Another example is temperature control. The best fermentation temperature is around 27–30°C.
If it becomes too hot, you must cool the jars using handmade tools. If it becomes too cold, you must cover the jars to keep them warm.
This part is full of fun.
Amelia Old [10:57]
There's so much to learn. It's fascinating.
Visitors can now stay at your homestay and experience this firsthand. What do you hope they feel when they visit?
Zhu Qingli [11:19]
Every guest experiences a full process.
First is seeing — observing how the handmade craft works.
Second is learning — understanding the knowledge behind the process.
Third is simply being in the moment, enjoying everything like the Chinese idea of shenxian.
Then comes tasting the wine.
After that, guests brew their own jar.
And finally, they preserve something inside the jar — maybe a love letter or something meaningful.
Amelia Old [12:43]
You've also written a book, Searching for the Taste of Shaoxing. What inspired you to write it?
Zhu Qingli [13:02]
The book introduces the customs, cuisine, and craftsmanship of Shaoxing.
Readers can learn about the ancient city and its traditions.
One section explains a meal called Shiwantou, which means ten serving dishes for honored guests. It is a very traditional way to welcome visitors.
Amelia Old [13:51]
When visitors come here, what moment or feeling do you want them to remember most?
Zhu Qingli [14:07]
Every guest receives a small pottery jar as a gift.
Inside is the wine they made themselves. It represents the culture, the stories, and the effort they put into the experience.
Guests can choose a large jar or a small one. Some write blessings for their children or hide secrets inside.
Amelia Old [15:18]
Is there a moment with a guest when you felt, this is exactly why I do this?
Zhu Qingli [15:45]
One guest came from Beijing and knew very little about yellow rice wine.
After visiting, he learned about the process and began to love the culture.
We became very good friends. Later, he even became a volunteer helping to share Shaoxing wine culture in northern China.
I really appreciate that.
Amelia Old [16:37]
Before we finish, do you have a quote or words of wisdom you live by?
Zhu Qingli [17:00]
I believe that when you are interested in something and continue working on it, you will eventually succeed.
Running this homestay and cultural center is hard work. It is labor-intensive, and the income is not large. I support it with other businesses.
But I really love this work. And when I look back someday, I know I will not regret it.
Amelia Old [18:07]
That's so important. When we're doing something we truly love, it doesn't feel like work — it feels like purpose.
Thank you so much for welcoming me here and sharing your time and hospitality.
Zhu Qingli [18:39]
Thank you. Thank you again for helping tell more people — especially Americans — about our yellow rice wine culture.
Amelia Old [18:49]
There's a moment in our conversation where Zhu talks about a guest from Beijing who arrived knowing nothing about yellow rice wine and left as an ambassador for the culture.
That moment illustrates something important: traditions don't survive through preservation alone — they survive through transmission.
Wine has played a role in Chinese ceremonies since around 770 BC. Today it still appears at weddings, banquets, and family gatherings, symbolizing respect and connection.
It's also used to honor ancestors, linking generations together.
Zhu's book Searching for the Taste of Shaoxing documents these traditions — from cuisine to customs — and helps people understand the city as a living culture, not just a destination.
At the end of our conversation, he said something that stayed with me:
When you love something and continue working at it, the effort has value — regardless of how success is measured.
In a world that prioritizes growth, efficiency, and profit, it's easy to forget that some things matter simply because they connect us to the past and remind us what it means to care deeply about something.
Zhu is preserving a tradition that has lasted thousands of years.
But more than that, he's showing what it means to commit to something meaningful — even when it's difficult, even when the outcome is uncertain.
That kind of commitment is rare.
And it's worth paying attention to.
Amelia Old [Closing]
Thank you for listening to Voices of Inspiration.
I'll see you next week.
