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Qingdao, Shandong: Creating an Innovative Beer + Consumption Scenario

Source：Haibao News 08-19-2025 09:00:00

Recently, the National Development and Reform Commission of the People's Republic of China unveiled exemplary cases of novel consumption scenarios for 2024 nationwide. The Tsingtao Beer Museum stands as the sole representation of Qingdao City among the shortlisted consumption scenarios. With a brand value reaching 42.203 billion yuan, it has held the leading position in industrial tourism value for 11 consecutive years.

Leveraging its brand influence, Tsingtao Brewery (the producer of Tsingtao Beer) is transforming Qingdao's local experience into a national-scale replicable model. Beer festivals, harmoniously integrating with local culture and consumption, are hosted nationwide. The Qingdao International Beer Festival represents a prominent cultural festival IP of Qingdao and even Shandong Province. Continuously held for 35 years, its popularity is attributed to the ongoing expansion of consumption scenarios.

The representative Tsingtao Beer Museum amalgamates traditional industrial tourism with cultural, entertainment, dining, and other multifaceted elements, evolving innovative formats like immersive time-travel dramas, night tours, and AR interactive installations. The museum has also introduced numerous cultural and creative products, including HaJo Yaa, gift sets of beer peanuts, and beer collections with cultural and creative elements, thereby becoming a sought-after destination for beer culture consumption.