Chinese beer brand makes it to New York Fashion Week

The show brought together drama and art as it presented a fusion of Peking Opera and R&B; extreme sports dressed up with Chinese kung fu moves; a traditional lion dance mixed with hip-hop elements and a performance combining traditional Chinese music and Western electronic music by the New York band The Either.

The show integrated Chinese traditions and Western street art, with special collections from Chinese brand Chenpeng.

This blend sparked fresh energy in the fashion world, positioning China Vogue as a growing tide from Harbin Beer.

Traditional culture is attracting increasingly more attention from the younger generation. And it is in this context that Harbin Beer’s show was listed at New York Fashion Week.

"The new generation demands a voice," said Pedro Earp, AB-InBev’s global CMO. “And Harbin Beer is taking the initiative to undertake this mission as a cultural messenger to bring “China Vogue” to the global stage.

"In the new era, this is the identity and cultural confidence of the Chinese at home and abroad,” he said.

Earp added even though Harbin Beer is no stranger to Chinese consumers as it sponsors music festivals, cultural fairs, sport events and big-ticket shindigs, it has set a new benchmark for Chinese brands entering the world stage.