Ride to Happiness – Cycling and Beer Culture in Flanders

By That's Shanghai, September 16, 2021

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On September 9th, an event Ride to Happiness – Cycling and Beer Culture in Flanders was held in Shanghai Moon Craft Bar. Many media and guests experienced the charm of the "Belgian Beer Culture" and "Riding Kingdom", which are listed on the UNESCO Intangible Cultural Heritage of Humanity. After the event, a group of cyclists from CLUB100 also experienced the 15km Flanders special ride.


This year marks the 50th anniversary of the establishment of diplomatic relations between China and Belgium. Mr.Bruno JANS, Consul General of the Belgian Consulate General in Shanghai, attended the event and introduced Belgium's rich cycling culture and beer culture to the media and guests.


"Flanders - the state of art', There are many hidden treasures in Flanders." Li Xin, chief representative of Flanders Belgium in China, presented to the guests. "At the same time, Flanders is also a pilgrimage place for cycling enthusiasts and a paradise for beer lovers. Today, we will lead everyone to understand the cycling culture and beer culture of Flanders, and through the ' Riding plus beer' is a unique way to experience it for yourself."

In recent years, the Belgian Flanders Tourism Agency has launched a brand-new concept "Travel to Tomorrow", hoping to connect groups with the same hobbies in China and Belgium, so as to achieve a win-win situation for tourists, destinations and local residents. The situation makes travel more sustainable. CLUB100 provides cycling enthusiasts with information on cycling routes and activities, and at the same time it is a good connection between the cycling groups in China and Belgium, which coincides with the concept of "Travel to Tomorrow".


As the founder of CLUB100 and a senior cycling commentator, Mr. Zou Cheng presented the Flanders' cycling culture to the guests. “People in Belgium, especially in Flanders, can be said to love cycling the most in the world. One of the world’s top five classic races, Flanders Tour is also happening here. This year, the World Road Cycling Championship is celebrating its 100th anniversary will also take place here. In the previous 93rd men's race, Belgian has won 27 of them, which is enough to prove Belgium's status in cycling. And the only cycling king is recognized in the cycling industry - Eddy Merckx is a native of Flanders. He has won the Tour de France five times and won at least two titles in all five major classics race.

"When I arrived in Belgium, especially in Flanders, the feeling of watching a bicycle race was completely different. It really reached a level that the whole people loved." Zou Cheng also popularized the concept of the proper term "Flandrien". The term originally referred to those athletes who traveled thousands of miles to the United States to participate in the six-day race at the beginning of the 20th century. Today, Flandrien refers to a type of person who does not bow to any difficult conditions, insists on riding to finish the race and even wins. Cyclists in competitions."

For Belgians, a hobby that can rival bicycles, beer is definitely one of them. Many beer lovers regard Belgium as the homeland of beer; in 2016, Belgian beer culture was included in the UNESCO Intangible Cultural Heritage List of Humanity. Belgian beer expert Ms. Li Yue fell in love with Belgian beer while studying at the University of Leuven, and then returned to China to spread Belgian beer culture.


As a senior Belgian beer taster, Li Yue gave a detailed promotion of Belgian beer culture to the guests. "Belgium beer has a rich history and culture. In the 19th century, Belgium had more than 3,000 breweries. Six Flanders The art cities Brussels, Bruges, Ghent, Antwerp, Mechelen and Leuven where my alma mater is located each have their own unique breweries and bars. For beer lovers, Flanders is definitely the best The destination."



As a state of art, the breweries in Flanders also incorporate artistic features in the production process, such as the Adriaen Brouwer Oaked of the Leroy winery. This is a perfectly balanced dark brown tasting beer, matured in sherry and whiskey casks, and the first recipe that has existed since 1545 in the brewery. Adriaen Brouwer Oaked has become a continuous product in the Adriaen Brouwer series and is 100% organic. The biggest feature of this beer is that the beer packaging unfolds is a self-portrait of the medieval Flanders oil painting artist Adriaen Brouwer.


Leroy's breweries are all located in Poperinge, a hopper plantation base in Flanders. The world flower beer is based on the hypothesis of the Oktoberfest here every year and uses 4 local hops to brew. The production version is every October when the hops are in full bloom, the fresh dried hops picked are thrown into the brewing father. ENAME beer is one of the beer from Leroy brewery with old history. Since 1063, this godfather beer is with good taste and rich history.

 "Although we can't go to Flanders to experience the charm of cycling and beer for the time being, we have planned a cycling experience for everyone today. Of course, we very much hope that we can go to Flanders as soon as possible to experience the more authentic cycling and beer culture", Li Xin extended an invitation to the guests. 30 more cycling enthusiasts and media guests started a cycling trip from Moon Craft Bar, to JAX JAMON and shop No. 3, and finally ended the 15km beer-themed ride on One Way Street for the cycling trip.

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