A toast to tradition and innovation

Zoom in on any beer tent at Qingdao's Golden Beach during this summer's Qingdao International Beer Festival, which ran from July 17 to Aug 15, and you would have found the city's summer pulse racing at full throttle.

On stage, a live band whipped the crowd into a rhythmic frenzy; below, thousands of revelers swayed to the beat with tipsy enthusiasm, clutching hefty glass mugs that clanged together in deep, resonant thuds, whether with friends or strangers.

This was the everyday scene of the festival.

The monthlong carnival drew 7.18 million visits and saw the consumption of about 3.1 million liters of beer. Three separate venues, each with its own character, catered to a broad spectrum of visitors.

"I really liked the atmosphere of the festival: fun, joy, and the kindness of the locals. I was impressed by the fireworks, the drone show and the parade of musicians," says Alena Maior from Moscow, Russia.

She and her mother recently chose Qingdao as their first destination in China and stayed for seven days. Back in Moscow, whenever she dined at Asian restaurants, she would order Tsingtao Beer.

"My favorite is wheat beer. I was pleased to visit the city and try the original taste right from the place of production," she says.

"I would advise all my friends to visit Qingdao in August to enjoy the sea, the sun and the beer festival. I'm sure the city is no less beautiful in autumn and spring. But we Russians love to swim and sunbathe, so the brighter the sun, the better."

The main venue at Golden Beach offered a family-friendly atmosphere that appealed to all age groups. Night skies were illuminated by 1,500 drones in synchronized flight, blooming fireworks and a 3D light show, their radiance flickering across the waterfront.

Nine large beer tents housed both globally renowned brands and local craft brews. A new highlight this year was the futuristic beer tent, where smart food-making services and interactive performances were offered by robots. The integration of multiple intelligent robots added a cutting-edge, tech-driven dimension to the venue experience.

The square area featured a packed schedule of events such as drinking contests, street basketball tournaments, balloon volleyball matches and street dance battles.

The sub-venue in Laoshan district, on the other hand, created an amusement-park-like vibe that appealed to young crowds. Over a dozen beer-themed games were offered, allowing visitors who completed challenges to earn festival "coins" that could be used for purchases throughout the venue. Trendy music gigs, stand-up comedy and other performances added to its appeal.

Another sub-venue in Dabaodao, located in the city's old town, took a different approach by integrating highly interactive activities into the historical neighborhood. It featured city music corners, street art performances and role-playing tours, enabling visitors to enjoy an immersive experience. This sub-venue received approximately 3.98 million visits during the festival, a year-on-year increase of 1.5 percent, with a single-day peak of 195,000 visitors.

Bi Wenmeng, brand manager of a local beer-themed homestay, says the property was nearly fully booked throughout the festival.

"We served fresh beer directly from the Tsingtao Brewery, decorated the property with beer-themed elements, and offered hop soap DIY workshops alongside Tsingtao Beer Museum souvenirs, all of which were popular gift choices," Bi adds.