Mother-Daughter Duo Elevates Chinese Wine Through Boutique Vineyard and Digital Influence
Tiansai Vineyards founder Chen Lizhong and her daughter Zhu Lili combine award-winning winemaking with social media reach to take Chinese wine to a global audience
In China’s far-west Xinjiang region, a family’s passion for winemaking is reshaping perceptions of Chinese wine at home and abroad.
Chen Lizhong, founder of Tiansai Vineyards in the Bayingolin Mongol autonomous prefecture, turned a long-held dream into reality when she established the boutique winery more than a decade ago.
Today, her daughter Zhu Lili is amplifying that legacy through a fast-growing online video channel that connects millions of followers with China’s evolving wine culture.
Chen’s journey began after a visit to Bazhou in 2007, where she discovered the region’s deep-rooted grape-growing traditions and favourable terroir.
Inspired by its potential, she and her team began developing more than two thousand mu of land in 2009 to build vineyards and production facilities.
Tiansai Vineyards officially opened in 2010 with a clear ambition: to produce premium wines capable of standing alongside renowned international labels and to elevate global perceptions of Chinese winemaking.
Over the years, Tiansai has accumulated numerous domestic and international accolades.
The estate has twice been named China’s Best Winery by a prominent French wine publication and recognised as a demonstration vineyard by leading Chinese agricultural and industry associations.
Chen herself has received multiple honours for her contribution to the sector, reflecting her role in advancing quality standards and innovation in Chinese wine.
Chen’s dedication left a lasting impression on her daughter.
Zhu Lili attended wine events with her mother during her secondary school years and later deepened her knowledge while studying in the United States, enrolling in courses offered by the Wine and Spirit Education Trust.
She subsequently completed a master’s degree in wine and spirit management at a business school in Bordeaux in two thousand seventeen, equipping her with both technical expertise and international perspective.
After brief roles in advertising and tourism, Zhu found her niche in two thousand twenty by launching a wine and lifestyle channel on Douyin and WeChat titled “Young Vineyard Master Is Sober Today.” As short-form video platforms surged in popularity, she recognised the potential of digital media to support e-commerce and brand building.
Her channel has since attracted more than two point one million followers on Douyin, where she shares weekly content on food, travel and wine culture.
Beyond storytelling, Zhu hosts live-streamed sales events that promote Tiansai’s releases as well as other Chinese wineries, positioning herself as both brand ambassador and distributor.
Her direct engagement with consumers provides valuable insights into market preferences, influencing decisions on packaging, flavour profiles and promotional timing at the winery.
While Chen continues to oversee Tiansai’s strategic development and serves as president of the Bayingolin Mongol Autonomous Prefecture Wine Association to champion regional wines, mother and daughter remain aligned in a shared objective: to bring greater global recognition to Chinese wine.
Through a blend of vineyard craftsmanship and digital outreach, they are cultivating not only grapes but also a new generation of wine enthusiasts, extending China’s winemaking narrative far beyond its borders.
Chen Lizhong, founder of Tiansai Vineyards in the Bayingolin Mongol autonomous prefecture, turned a long-held dream into reality when she established the boutique winery more than a decade ago.
Today, her daughter Zhu Lili is amplifying that legacy through a fast-growing online video channel that connects millions of followers with China’s evolving wine culture.
Chen’s journey began after a visit to Bazhou in 2007, where she discovered the region’s deep-rooted grape-growing traditions and favourable terroir.
Inspired by its potential, she and her team began developing more than two thousand mu of land in 2009 to build vineyards and production facilities.
Tiansai Vineyards officially opened in 2010 with a clear ambition: to produce premium wines capable of standing alongside renowned international labels and to elevate global perceptions of Chinese winemaking.
Over the years, Tiansai has accumulated numerous domestic and international accolades.
The estate has twice been named China’s Best Winery by a prominent French wine publication and recognised as a demonstration vineyard by leading Chinese agricultural and industry associations.
Chen herself has received multiple honours for her contribution to the sector, reflecting her role in advancing quality standards and innovation in Chinese wine.
Chen’s dedication left a lasting impression on her daughter.
Zhu Lili attended wine events with her mother during her secondary school years and later deepened her knowledge while studying in the United States, enrolling in courses offered by the Wine and Spirit Education Trust.
She subsequently completed a master’s degree in wine and spirit management at a business school in Bordeaux in two thousand seventeen, equipping her with both technical expertise and international perspective.
After brief roles in advertising and tourism, Zhu found her niche in two thousand twenty by launching a wine and lifestyle channel on Douyin and WeChat titled “Young Vineyard Master Is Sober Today.” As short-form video platforms surged in popularity, she recognised the potential of digital media to support e-commerce and brand building.
Her channel has since attracted more than two point one million followers on Douyin, where she shares weekly content on food, travel and wine culture.
Beyond storytelling, Zhu hosts live-streamed sales events that promote Tiansai’s releases as well as other Chinese wineries, positioning herself as both brand ambassador and distributor.
Her direct engagement with consumers provides valuable insights into market preferences, influencing decisions on packaging, flavour profiles and promotional timing at the winery.
While Chen continues to oversee Tiansai’s strategic development and serves as president of the Bayingolin Mongol Autonomous Prefecture Wine Association to champion regional wines, mother and daughter remain aligned in a shared objective: to bring greater global recognition to Chinese wine.
Through a blend of vineyard craftsmanship and digital outreach, they are cultivating not only grapes but also a new generation of wine enthusiasts, extending China’s winemaking narrative far beyond its borders.
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