Kongfu Family Industrial Tourism Demonstration Site

　　The Kongfu Family Group was established on the foundation of the former Qufu Winery, which originally began as a family-owned brewery. According to inscriptions and historical records, the liquor brewed at the brewery was exclusively used for banquets with high-ranking officials, imperial tribute, household consumption, and gifts to relatives and friends. During the Qing Dynasty, Emperor Qianlong visited the Confucius Mansion and, upon tasting this liquor, was greatly pleased. He immediately issued an edict exempting Qufu from all tax tributes except for the tribute of Kongfu liquor and Xiguan lamb, thus giving rise to the celebrated tale of "Fine Liquor and Lamb." The fame of the Confucius Mansion echoes far and wide, while the fragrance of its family-brewed liquor lingers.

　　The industrial tourism project of the Kongfu Family Group has developed into a “Four Points on One Line” tourist route. The construction of the “Kongfu Family Liquor Culture Exhibition Hall” intricately combines ancient liquor culture, Confucian culture, Kongfu Family corporate culture, and the display of the Kongfu Family series of products. It bridges ancient traditions with modern innovation in a vivid and illustrative manner, using contemporary techniques to reflect the accumulation of historical culture and the development of modern civilization. The exterior design of the exhibition hall is modeled after a traditional hanging-bead style gatehouse, 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 zones introduce the rich and profound traditions of Chinese liquor culture, helping visitors understand the significant role of liquor culture throughout China’s historical evolution. Bronze-like sculptures of Confucius and his disciples, along with the Illustrations of Confucius’ Travels, allow visitors to vividly experience the scenes of the great sage traveling among states and teaching at the Apricot Altar. Visitors can also take joyful commemorative photos with the revered sage. The History of Chinese Liquor Vessel Evolution zone combines images with a variety of antique-style liquor vessels, allowing visitors to appreciate the simplicity of early vessels, the exquisite delicacy of mid-period ones, and the clear, flowing forms of later designs. The Corporate Development History and Honors zone condenses the growth journey of “Kongfu Family” across time and space, showcasing the immense efforts and dedication of the industrious and insightful Kongfu Family members as their liquor rose from obscurity to become a nationally renowned brand and a world gold medal winner. The Kongfu Family Culture zone offers a glimpse into the vibrant employee culture life of the Kongfu Family members, as well as the group’s generous contributions to education and society. The central area of the exhibition hall features three antique-style Shang Dynasty bronze liquor vessels, a set of liquor culture knowledge light boxes on the left, and on the right, a miniature model landscape of the group and a photoelectric model demonstrating the brewing process of Kongfu Family liquor—offering visitors an immersive experience and a deep appreciation for the art of distillation. The East Hall serves as both a tasting area and product display zone, 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