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An article about the Wuzhen Theatre Festival sparked a comparison with the baijiu industry's challenge: why does baijiu struggle to win the "innate liking" of consumers, especially the young? Human preference for food and drink is rooted in evolution. Flavors like sweetness and fruitiness activate the brain's reward system, while the burning sensation of high-concentration alcohol often triggers a natural defensive reaction. Many young people find baijiu "hard to drink" — spicy and pungent at first sip.

Despite efforts to make baijiu smoother and more approachable, including a trend towards lower alcohol content, young consumers' distance remains. Data shows drinking frequency among 25-35-year-olds has declined, while lower-ABV baijiu dominates the market. This signals that youth reject forceful, intense experiences, seeking instead autonomy, pleasure, and control.

Drinking occasions are also shifting—from traditional forced toasting culture to lighter, mood-driven settings like casual gatherings. Consumers now prioritize quality, taste compatibility, and cultural resonance over social pressure.

The lesson from Wuzhen might be this: true appeal lies not in endless compromise, but in staying true to one’s essence while aligning with contemporary sensory rhythms and emotional needs. Baijiu need not abandon its depth and tradition, but must learn to express them gently in a modern language. The future competition will not be about who has the longest history, but whose flavor people willingly choose. Only when baijiu is repurchased for the comfort, pleasure, and aesthetic it brings—not out of obligation—can it transform into a drink that is innately liked.