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Zhou Huajian. [Photo/Tide News]

In Shangwang village, Fusheng town, Yuecheng district, Shaoxing, an industrial-style building named the Zhou Qing Yellow Rice Wine R&D Center stands out among traditional homes.

Inside, there are no wine jars or pots. Instead, a stylish bar, high-tech distillation towers, and rows of oak barrels greet visitors. The modern, minimalist design resembles a trendy bar more than a traditional yellow wine enterprise.

"Try a glass of iced Zhou Qing Yellow Rice Wine," said Zhou Huajian, a manager in his twenties, as he poured the amber liquid into a champagne glass.

Zhou sells this glass for 78 yuan ($10.88), a steep price, but young people eager to try it are flocking in.