On the morning of October 12, 2023, under the leadership of Acting Assistant Dean of School of Culture and Creativity (SCC) and Associate Professor Dr. Geuntae PARK as well as Instructor Ms. Ivy LUO, 50 CCM Year 2 students from the major compulsory course of "Cultural Creativity and Management" went to Kirin Brewery (Zhuhai) Co., Ltd. to experience the advanced management culture and excellent brewing process of Kirin Brewery.

Kirin Beer (Zhuhai) Co., Ltd. is located in the beautiful Tangjiawan Town, and is the first overseas factory built by Kirin Group in Japan. It is a world-class production base of Kirin Group in East Asia and Southeast Asia. The company's products mainly include three series of beer, namely "Haizhu", "Kirin" and "Macao", which are trusted and loved by consumers in the west bank of the Pearl River Delta. Advanced production equipment, excellent beer brewing technology, and exquisite craftsmanship.

Following the introduction of the commentator, CCM students first gained an understanding of the global business distribution of Kirin Group and the cultural differences between the different beer brands under the Kirin Company.

In the second stage, the commentator continued to introduce the birth process of a bottle of beer to CCM students, from the selection, treatment, and processing of initial raw materials to later cooling, fermentation, and filtration, and finally to packaging, transportation, and sales. Each step is crucial for quality control. During the science popularization process, CCM students had the privilege of experiencing the smell of hops and even tasting fresh raw material of beer-malt.

(Picture: raw material of beer- malt, with a rich and crispy taste)

In the third stage, CCM students observed the production workshop of Kirin Brewery and experienced the processing and packaging processes of beer.

At the end of the activity, CCM students arrived at the experience center of Kirin Brewery to experience the charm of beer culture. Under the introduction of the commentator, the students tasted five bottles of different brands of beer produced by Kirin Brewery, including strong, refreshing, slightly sweet, and slightly bitter.

Text: Xiaofei GUO

Edit: Ivy LUO