/PRZWT/ On January 28th local time, the quarter-finals of the 2026 Australian Open tennis tournament kicked off. On the court, top players were vigorously swinging their rackets, giving their all; outside the court, as the Chinese Lunar Year of Horse approached, the official partner of the Australian Open and the sole designated liquor - Guo Jiao 1573 - joined forces with the Australian Open to create an exclusive "Guo Jiao 1573 Day", using Chinese intangible cultural heritage techniques as the core and the blessings of the Year of Horse as the wings. In the tennis extravaganza in the Southern Hemisphere, this concert of cultural integration was played, allowing global fans to enjoy China's traditional intangible cultural heritage.
Intangible Cultural Heritage: Experience the Beauty of Eastern Intangible Cultural Heritage in Melbourne Park
On the day of the event, the intangible cultural heritage exhibition area of 1573 Stadium was crowded with people. The "Fuguang Yicai" art piece by Guojiao 1573× Chinese Glassware Firing technique (hereinafter referred to as the "Fuguang Yicai" art piece) and the "Yong Lichao Tou" art piece by Guojiao 1573× Traditional Chinese bamboo weaving technique (hereinafter referred to as the "Yong Lichao Tou" art piece) made a stunning debut, becoming the focus of the entire venue and attracting many fans to stop and admire.
Among them, the "Fuguang Yicai" art piece is crafted with the national-level intangible cultural heritage techniques of glassware firing and filigree inlaying. The crystal clarity of the glassware, the delicacy of the filigree, and the brilliance of the jewelry all display their beauty in the interplay of light and shadow, allowing the thousand-year-old wine heritage and festival culture to coexist and blend in the artistic medium. The "Yongli Choutou" art piece is created using traditional bamboo weaving technique and flower wire inlay-making technique. The bottom layer of flower wire-woven bamboo leaves， each leaf composed of thousands of evenly arranged spiral patterns， combined with the bamboo-woven leaves， uses the interweaving of warp and weft to symbolize the Eastern wisdom of unity in diversity and harmony. The Guoji 1573 stands resolutely at the peak of the waves， inviting the world to appreciate the enduring aesthetic code of Chinese civilization.
It is worth noting that in addition to the classic packaging of Guodian 1573, the event also showcased the Guodian 1573 Australian Open commemorative edition. This product is themed around the Australian Open tennis tournament and features the AO logo as the core visual symbol. The color scheme is derived from the deep and light blue tones of the Australian tennis court. It not only pays tribute to all the Australian Open athletes and tennis enthusiasts, but also adds a deeper meaning to the cross-border cooperation between Luzhou Erjiao and the Australian Open.
If the "Foguang Yichuang" art piece and the "Yong Lirangtou" art piece are regarded as "appreciable intangible cultural heritages", then Guoju 1573 - derived from the 1573 national treasure cellar complex and brewed using the traditional brewing technique of Luzhou Laojiao wine that was selected for the first batch of "National Intangible Cultural Heritage List" in 2006 - each drop of strong aroma carries the essence of the living inheritance of the craftsmanship. This is "intangible cultural heritage that can be tasted". Coinciding with the Spring Festival of the Year of the Horse, this intangible cultural heritage that carries a thousand-year history - with three dimensions of intangible cultural heritage - allows the audience present to immerse themselves in experiencing Chinese traditional culture through observing the techniques, tasting the fine wine, and appreciating the festive atmosphere.
"Unexpectedly, the intangible cultural heritage from the East turned out to be so exquisite." A Melbourne-based football fan expressed his heartfelt admiration after the experience.
Using sports as a medium, let the world experience China
Closely tied to the theme of the Lunar New Year 2016, the on-site interactive photo-taking event was in full swing. Several etiquette staff dressed in horse-themed dresses held auspicious signs such as "Success Arrives with a Single Step", "The Horse Rises the Ball", and "Let's Drink Together on the Horseback". They moved along the route from the 1573 Stadium to the Rod Laver Arena, capturing joyous moments with fans from various countries. From seasoned fans to local tourists, everyone joined the photo-taking session to share the New Year greetings from China.
The ubiquitous Chinese red and the dynamic elements of horses blend together, complemented by exquisite traditional arts. This creates a joyous ocean where fans from all over the world can enjoy the festive atmosphere of the Chinese New Year in Melbourne Park. The "powerful" expectations, transcending language barriers, reach directly into people's hearts.
In the 2026 season, Guoji 1573 has been collaborating with the Australian Open for the eighth consecutive year. Over the past eight years, the two parties have jointly created themes such as "Victory Moments", "Champion Nights", "1573 Stadium Sponsorship", and "1573 Theme Days", and jointly established the Australian Open Amateur Challenge. Over the past seven years, this initiative has involved more than 10,000 Chinese amateur tennis players. It has also facilitated the establishment of the Australian Open Asia-Pacific Qualifier in Chengdu. In this comprehensive, multi-dimensional, and long-term strategic partnership, Guoji 1573 has always used its rich-flavored liquor as a bond, integrating Chinese culture into the top-level event scenarios.
Inside the stadium, renowned tennis players are vigorously competing with their rackets. Outside the stadium, "Chinese Red" shines alongside them. Guoju 1573 not only witnesses the passionate glory of competitive sports but also becomes a bridge for cross-cultural exchanges - when foreign fans stop to admire the exquisite craftsmanship of intangible cultural heritage artworks and raise their glasses to taste the rich and fragrant wine, Chinese skills and culture gain widespread recognition on the international stage, and the beautiful scene of cultural mutual learning is vividly unfolding.
Whether it's the lion dance painting fan for the Year of the Snake, or the intangible cultural heritage charm of the Year of the Horse, Guoji 1573 has always adhered to the original intention of cultural inheritance. In the future, Guoji 1573 will continue to use the Australian Open as a window, allowing the rich aroma of Chinese Baijiu to deeply integrate with Chinese excellent traditional culture, allowing Eastern culture to shine on the international stage, accompanying athletes on their journey, connecting fans' love, and continuously writing the cultural chapter of "Let the world taste China".
