"With active business cooperation between the two countries, Serbian consumers are showing growing interest in Chinese alcoholic beverages, wines, and food."

By Xinhua writer Zhang Xuan, Nemanja Cabric

BELGRADE, Nov. 29 (Xinhua) -- Under spotlights, Chinese chef Li Yaqiang transformed fruits and vegetables into a vividly lifelike dragon with a few deft strokes of his knife -- a moment that captivated crowds at this year's Wine Vision by Open Balkan fair.

The international wine, food, and tourism fair, held from Nov. 22 to 25 in Belgrade, Serbia, drew 535 exhibitors from 34 countries in its fourth edition. The event recently received the "UFI Approved Event" status from the Global Association of the Exhibition Industry.

For the first time, the China Alcoholic Drinks Association (CADA) set up a national pavilion, bringing 14 exhibitors showcasing traditional Chinese alcoholic beverages. Together with chefs from Xiamen in Fujian Province, they launched a "journey of flavors" blending Eastern and Western culinary traditions. "We brought taro paste, Shacha sauce, and crispy rice from Fujian, representing Southern Fujian style," said Chen Zhiling, a "state banquet chef."

The menu featured specialties from both countries. "Crystal jellyfish terrine" applied the Fujian techniques used in making sea worm jelly, while "truffle and shredded chicken rolls" incorporated premium Serbian truffles.

Ye Shiwang, chairman of Qina Supply Chain (Xiamen) Co., Ltd. and leader of the Chinese team, recalled his first visit to the fair. "Three years ago, I saw more than 30 national flags, but not China's. I felt China should be represented."

Returning in 2024, the team's dishes, such as ginger duck in Southern Fujian style and French toast made with fresh prawns, drew crowds of food lovers and strengthened their confidence in promoting culinary cooperation.

Igor Lukovic, a representative of the organizer, said Serbian wineries have long sought to enter China's vast market, and the Serbian wine and fruit brandy "Rakija" has already joined major trade fairs in China. "With active business cooperation between the two countries, Serbian consumers are showing growing interest in Chinese alcoholic beverages, wines, and food."

CADA President Song Shuyu told Xinhua that as China's alcohol industry expands production and sales capacity, more Chinese liquor brands are venturing overseas. He expressed hope that quality Chinese alcohols could serve as a gateway for Serbia to understand Eastern culture, and that the meeting of "Chinese flavors" and "Balkan flair" would spark new ideas.

The fair also highlighted innovation among younger producers. Yang Fan, general manager of Chateau Aiscate, presented wines from Yantai, Shandong Province -- the only Chinese wine producer exhibiting this year. "The European market offers limited room for growth, so our advantage lies in distinctiveness," Yang said. "If visitors taste something truly different, they're more likely to purchase."

Lukovic, after sampling Chinese beverages, described them as exceptional, with "completely new aromas and flavors." He anticipates Serbian wines and Rakija will gain further ground in the Chinese market, especially in the premium segment, and hopes increased cooperation will open more doors for Chinese products.

By the fair's closing day, Yang's wine samples were nearly sold out, with buyers expressing strong intentions to purchase and continue contact. When asked whether he would return next year, his answer was clear. "I will come back, Belgrade," he wrote on social media, posting a photo of his team at the venue.