On the evening of December 6, the first launch event and opening ceremony of the Savoring Sanya 2024 Wine and Spirits Week kicked off in Sanya, adding a touch of beauty and fashion to this tropical coastal city. The event, with the theme of “Savoring Sanya: It’s Sanya Time”, attracted great attention. Representative of Penfolds, SuperELLE on behalf of the media, the only female Master of Wine of Chinese nationality and representatives of tourism-related enterprises in Hainan Province gathered together to witness the wonderful event, and feel the Sanya moment of quality life and fashion.

(Scene of the first launch event and opening ceremony of the Savoring Sanya 2024 Wine and Spirits Week)

At the site, Albert Yip, Director General of Sanya Tourism Board; Lin Mingkuan, Executive Deputy General Manager (Acting in Charge) of China National Service Corporation for Chinese Personnel Working Abroad; Feng Liyi, Deputy Director of Sanya Municipal Commerce Bureau; Chen Qiang, Group Brand Operation Center Senior Divector of Hearst Corporation; Michael Dutra Jackson, Global Director of Travel at Penfolds; and Liu Lin MW, Pthe only female Master of Wine in China, attended the event and inaugurated the event.

(Launching Ceremony of Savoring Sanya 2024 Wine and Spirits Week)

The event was full of highlights. Penfolds, a world-renowned luxury wine brand, unveiled Penfolds Champagne Cuvée Brut at Savoring Sanya 2024 Wine and Spirits Week and announced the launch of the new Penfolds Champagne Cuvée Brut for North Asia Global Travel Retail. Actor Wang Yang was present at the site as the brand ambassador of Penfolds to support the opening ceremony of Savoring Sanya 2024 Wine and Spirits Week, sharing the story of Penfolds with the guests present, and cutting the ribbon for the Penfolds Champagne Pop-up Store.

(Penfolds brand ambassador Wang Yang is speaking)

Michael Dutra Jackson, Global Director Global Travel at Penfolds, sang the praises of the Savoring Sanya 2024 Wine and Spirits Week: “Sanya, a city full of charms, is renowned globally for its tourism industry, and also has outstanding achievements and unlimited potential in the fields of culture and fashion. I am deeply impressed by the distinct air and vitality here. I sincerely look forward to closer cooperation between Penfolds and Sanya to bring Penfolds’ multi-country-of-origin wines to more consumers who love life, and jointly create a richer life experience.”

(Group photo of guests)

It is worth mentioning that Sanya is creating a new consumption scenario where fashion elements and tropical flavor mix. Sanya’s international vision and the air of fashion here fit in with SuperELLE’s international fashion concept. At this event, we joined hands with the fashion trend media SuperELLE to hold SuperELLE Annual Trend Show - “Super” Daily Chic Carnival. SuperELLE takes this opportunity to work with Sanya to bring more trend and fashion possibilities to urban life, and inject vitality into the development of Sanya’s fashion industry by integrating Sanya with the global fashion industry, culture and art, and promoting the integration of local culture and international fashion.

(SuperELLE Fashion Show)

The event lasted for 4 days. Chinese and French wine master class was held on December 6-7, with Liu Lin, the only female Master of Wine in China, as the chief lecturer. She shared her knowledge on a variety of wines with the audience, and also hosted a blind tasting class of the world’s wine masters, leading the audience to unlock the mysteries of wine. On the night of the 6th, the Hainan Philharmonic Orchestra performed the theme songs of classic movies, exposing the visitors to the dreamlike brilliant classic music.

(China Wine Regions Master Class)

(Scene of Movie Night Concert)

The event had many surprise benefits in store for visitors. From December 1 to 31, Sanya International Duty Free Shopping Complex, CNSC Sanya, HAINAN TOURISM DUTY FREE SHOPPING COMPLEX as well as over 20 high-quality venues in the city provided preferential treatment in tourism, shopping, food and other fields by issuing discount coupons, in conjunction with the duty-free shops’ promotional offers. At the same time, visitors could enjoy free prize draw by entering relevant keywords on the Ctrip App. During the event, tourists could enjoy the preferential products by uploading Sanya hotel reservation or air ticket information to the cooperative merchants’ mini-programs.

(Visitors at the Savoring Sanya 2024 Wine and Spirits Week)

Sanya is now a key area for the global fashion industry, consumer industry and investors, as evidenced by the successful first launch and opening event of the Savoring Sanya 2024 Wine and Spirits Week. This wonderful event gave opportunities to more brands to show the global fashion consumption trend, and help build the brand image of Sanya as a fashionable and vibrant city. It also showcases the cultural and humanistic charm of Sanya, a coastal city, and presents Sanya as a fashionable, healthy and dynamic city to the world, which will attract more people to share the new opportunities presented by the vigorous development of Hainan Free Trade Port.