Kongfu Family Industrial Tourism Demonstration Site

Kongfu Family Industrial Tourism Demonstration Site

The Kongfu Family Group was established on the foundation of the former Qufu Distillery, which originally started as a family-run winery. Historical inscriptions and texts record that the liquor produced here was exclusively used to entertain dignitaries, presented as tribute to the imperial court, consumed at home, or given as gifts to relatives and friends. During the Qing Dynasty, when Emperor Qianlong visited the Confucius Mansion and tasted this liquor, he was so pleased that he immediately issued an edict exempting Qufu from all tax tribute, requiring only the tribute of Kongfu’s fine wine and Xiguan lamb. This gave rise to the celebrated tale of “Fine Wine and Lamb.” The fame of the Kongfu family echoes far, and the fragrance of their wine lingers.

The industrial tourism project of the Kongfu Family Group has developed into a “Four Points, One Line” tourist route. The construction of the “Kongfu Family Liquor Culture Exhibition Hall” intricately combines the ancient history of liquor culture, Confucian culture, the corporate culture of the Kongfu Family Group, and displays of the Kongfu Family series of products. It bridges ancient traditions with modern elements, vividly showcasing the accumulation of historical culture and the development of modern civilization through contemporary presentation techniques. The exterior of the exhibition hall is designed in the style of an ancient hanging-bead archway, flanked by two antique-style liquor vessels. Inside the foyer is a carved mural of the “Six Arts Diagram,” immersing visitors in an atmosphere of time-honored liquor culture. The exhibition hall is divided into a West Hall and an East Hall. The West Hall is further divided into several exhibition zones. Among them, the Liquor Culture and Confucian Culture zone introduces the rich and profound heritage of Chinese liquor culture, helping visitors understand the significant role liquor has played throughout China's historical evolution. Bronze sculptures modeled after Confucius and his disciples, along with the Illustrations of Confucius’ Life, allow visitors to feel as if they are witnessing the sage’s travels across states and his teachings at the Apricot Altar. Visitors can also take commemorative photos with the ancient master. The Evolution History of Chinese Liquor Vessels zone combines images with a variety of antique-style liquor vessels, allowing visitors to appreciate the simplicity of early vessels, the delicate charm of those from the middle period, and the clear, flowing forms of later designs. The Corporate Development History and Honors zone condenses the journey of the “Kongfu Family” brand in both time and space, showcasing how Kongfu Family liquor rose from obscurity to become a nationally recognized premium liquor and international gold award winner—reflecting the immense efforts and dedication of the industrious and visionary Kongfu Family members. The Kongfu Family Culture zone offers a glimpse into the vibrant staff culture of the Kongfu Family, as well as the group’s generous contributions to education and society. The central area of the exhibition hall features three antique bronze Shang Dynasty-style liquor vessels, a left-side display of thematic light boxes on liquor culture knowledge, and a right-side array of scaled-down models of the Group and photoelectric models illustrating the brewing process of Kongfu Family liquor—offering visitors an immersive experience and a deep appreciation for the art of brewing. The East Hall serves as the tasting and product display area, where visitors can sample pure grain-brewed Kongfu Family liquor on-site and purchase their favorite products from the Kongfu Family series.

Address: No. 9 Yulong Road, Qufu City, Shandong Province

Business Hours: 8:00–17:00

Tour Duration: Approximately 1 hour

Tour Route: West Hall — East Hall

Supporting Facilities:

Parking and shopping areas are available