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"Ma La Sun" millet wine made famous in Xiamen by "Cape No. 7"

Updated: 11 Feb 2009
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The low-budget Cape No. 7 unexpectedly became

the most popular Taiwanese-produced movie in history

 

The "Ma La Sun" millet wine made famous by Taiwan's blockbuster hit "Cape No. 7" has made inroads into China's market even before the movie opens there on February 14. 

The millet wine producer, the Shinyi Hsiang Farmers' Association from Nantou County in central Taiwan, has already begun exporting the liquor to a Xiamen-based trading company that is serving as its exclusive distributor in China.
 

Jin Jun, the deputy general manager of the trading company, told the Central News Agency Saturday that the company hopes "Cape No. 7," which recounts the unwavering pursuit of music, dreams and love and showcases the breathtaking landscape of southern Taiwan, can also rock the hearts of Chinese audiences.
 

The Ma La Sun millet wine went on sale in China on January 8 and proved to be a hit in the market over the traditional Lunar New Year holiday, Jin said.
 

The limited number of available bottles triggered panic buying among local stores and enterprises, he said, and he hoped that the movie's premiere in China on February 14 would launch a second wave of demand.
 

The popular millet wine, a traditional beverage among Taiwan's indigenous people, costs 380 yuan (USD55.60) per 500 ml bottle.
 

The low-budget Cape No. 7 unexpectedly became the most popular Taiwanese-produced movie in history, pulling in more than NTD530 million (USD15.8 million) in Taiwan's theaters.
 

Apart from the millet wine, a handcrafted necklace made of glass beads featured in the movie also has proved popular with Taiwan's consumers.

 

SOURCE: www.beverageworld.com

 

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