The origin of FUJA Pty Ltd dates back to a casual gathering of a few founding shareholders in 2019. Meeting in distant Melbourne, these young individuals from Shanxi found it challenging to buy Fenjiu, the liquor from their hometown. They searched everywhere but couldn’t satisfy their homesickness, so after this gathering, they conceived the idea of bringing their hometown’s Fenjiu to Australia. Following some research, visits, and expressing their intentions to the Fenjiu Group, FUJA Pty Ltd was officially registered in Melbourne, Australia, at the end of 2019. Concurrently, they visited the Fenjiu Group and signed a distributor contract. From then on, FUJA Pty Ltd began to take root and grow in Melbourne.
In 2020, the world faced a severe pandemic, and cities around the globe started to lockdown, including Melbourne. FUJA’s first batch of orders couldn’t be delivered due to transport lockdowns caused by the pandemic. Despite the challenging situation, the team persevered and continued their operations with limited resources. By mid-June, FUJA’s first batch of Fenjiu successfully arrived in Melbourne. The initial team, navigating uncharted waters, gradually built the sales system and financial framework, struggling to survive amid the pandemic and lockdowns. Even in such difficult times, FUJA fulfilled its responsibilities as a Shanxi business, donating masks, disinfectant hand sanitizers, and contributing to flood relief funds in Shanxi.
During the pandemic, FUJA signed sponsorship agreements with the Australian Football League (AFL) and sponsored several events post-lockdown, including the Australia China Business Council (ACBC) and the Whitehorse Business Association’s New Year Gala. These efforts successfully raised the profile of Fenjiu in Australia. After the pandemic, FUJA facilitated a sponsorship agreement between the Fenjiu Group and the Chinese Women’s Football Team, and conducted roadshows and promotions in major Australian cities, making Fenjiu widely known across Australia. Furthermore, they sponsored the De Yun She’s events led by Guo Degang in Australia, elevating Fenjiu’s presence to a new level.
PRODUCT STRATEGY
Regarding product strategy, FUJA collaborated with renowned mixologists and bars to launch nine Fenjiu-based cocktail products, which were well-received at various events. They also engaged multiple times with the research team from Monash University’s food program and local factories, committing to developing Fenjiu Ready-To-Drink (RTD) products.
LOOKING FORWARD
Looking forward, FUJA aims to leverage its existing product system and trade structure to promote more products between China and Australia and strive to launch its own product line, benefiting consumers in both countries.
The current FUJA team includes:
Shareholders (Founder): Adam Wang, Dr. Choiphy Zhao, Andy Wang, Joe Zhao
Financial Director: Vivienne Pan
Media Operations Officer: Yingying Zheng
Sales Team: Benn Chen, Scott Shi
English 
Chinese