Zhang Wei, a 38-year-old sales manager in Shanghai, remembers the night that nearly broke him. It was a banquet to finalize a major contract with a potential client. As the first round of baijiu (Chinese liquor) was poured, Zhang knew what was expected.
"You don't just drink with them," he told me. "You have to prove your sincerity. Every toast is a test. If you refuse, you're disrespectful. If you don't drink enough, you're not committed. By the third round, I was already feeling sick, but I kept going. I had to. The contract was at stake."
Zhang's story is not unique. For decades, drinking has been an integral part of Chinese business culture. But as attitudes shift among younger generations, this tradition is facing unprecedented challenges.
Modern Drinking Culture: More Than Just Tradition
The Art of Toasting
Chinese drinking culture is a complex system of rules and rituals. At a typical banquet, there's a hierarchy to toasting: junior members toast senior members first, subordinates toast their bosses, and everyone toasts the guest of honor.
The language of toasting is equally important. Phrases like "ganbei" (dry cup) signal that the drinker should empty their glass. "Drink half" or "drink a little" may sound like concessions, but in practice, they're often followed by multiple rounds.
Pressure to Drink
What begins as a friendly toast can quickly escalate into a competition. It's not uncommon for hosts to urge guests to drink more, using phrases like "if you're my friend, you'll drink this" or "are you looking down on me by refusing?"
Even among friends, there's often unspoken pressure to drink. Refusing can be seen as being uptight or not enjoying the company. As one Beijing resident told me: "When I go out with friends, I know I'll be drinking. It's just what you do. If you don't, people will wonder if something's wrong."
Drinking as a Show of Sincerity
In business contexts, drinking takes on added significance. It's seen as a way to build trust and demonstrate commitment. The logic is simple: if you're willing to make yourself uncomfortable by drinking excessively, you must be sincere about the relationship.
Many business deals are not finalized at the negotiating table—they're finalized over dinner and drinks. As one entrepreneur explained: "You can talk numbers all day, but until you've drunk together, you haven't really connected. Drinking is how you show you're willing to go the extra mile."
Historical Roots of China's Drinking Culture
Ancient Origins
Alcohol has played a role in Chinese culture for thousands of years. In ancient China, wine was used in religious ceremonies, imperial banquets, and family celebrations. It was seen as a way to honor ancestors, strengthen social bonds, and express joy.
Confucian philosophy also influenced drinking culture. While Confucius emphasized moderation, he also recognized the role of alcohol in maintaining social harmony and hierarchy. The emphasis on respect for elders and proper ritual found its way into drinking practices.
Modern Evolution
China's modern drinking culture began to take shape in the late 20th century, as the country opened up economically. Banquets became a common way to build business relationships, and drinking became a ritualized part of that process.
During this period, baijiu—a strong, distilled liquor made from sorghum—emerged as the drink of choice for formal occasions. Its high alcohol content and strong flavor made it a potent symbol of hospitality and sincerity.
The Role of State-Owned Enterprises
State-owned enterprises (SOEs) played a significant role in shaping modern drinking culture. In the 1980s and 1990s, as SOEs became more commercial, banquets and drinking became an important part of how business was conducted.
Within SOEs, there was a clear hierarchy, and drinking became a way to demonstrate loyalty and respect. A subordinate who could drink heavily and keep up with superiors was seen as a team player and someone who could be trusted.
The Dark Side of Drinking Culture
Health Consequences
The pressure to drink has significant health implications. Alcohol-related diseases, including liver cirrhosis and pancreatitis, are becoming increasingly common in China.
Zhang Wei's story is a case in point. After years of heavy drinking at business banquets, he developed serious liver problems. "My doctor told me I have to stop drinking entirely," he said. "I don't have a choice. But what does that mean for my career? How am I supposed to close deals now?"
Social Pressure
Even for those who manage to avoid health problems, the social pressure to drink can be overwhelming. Many people feel trapped in a culture where refusing a drink can damage relationships or hinder career advancement.
One young professional in Guangzhou told me about the time she refused to drink at a work dinner. "My boss kept insisting," she recalled. "He said I was being disrespectful to our clients. I eventually had to make up an excuse about being on medication. But I know it hurt my standing in the company."
Women and Drinking Culture
Women often face particular challenges in China's drinking culture. While they're not always expected to drink as much as men, they can still face significant pressure to participate.
Some women report being praised for being "good sports" if they drink, while others are seen as "difficult" if they refuse. In male-dominated industries, women may feel that they have to drink to be taken seriously.
Generational Change: Young People Push Back
Shifting Attitudes
China's younger generations are increasingly rejecting traditional drinking culture. For many millennials and members of Generation Z, excessive drinking is seen as outdated, unhealthy, and even unprofessional.
A 2025 survey found that nearly 60% of young people in China believe that drinking is not necessary to build business relationships. Many prioritize health and work-life balance over the traditional norms of drinking culture.
The Rise of Soft Drinks and Tea
As attitudes shift, alternatives to alcohol are becoming more common at banquets and social gatherings. Soft drinks, tea, and even non-alcoholic beer are now more widely accepted.
Some companies are explicitly banning alcohol at work-related events, recognizing the health risks and potential for harassment. Instead, they're opting for more professional settings where business is discussed without the pressure to drink.
The Digital Factor
Technology is also playing a role in changing drinking culture. With more business being conducted online, there are fewer opportunities for traditional banquets. Video calls and emails have replaced face-to-face meetings, and the rituals of drinking have not translated well to the digital realm.
Social media has also exposed younger generations to different ways of doing business. They see that in other countries, relationships can be built without excessive drinking, and they're questioning why it's necessary in China.
Case Study: A Changing Workplace
To understand how drinking culture is evolving, consider the experience of a tech startup in Hangzhou. When the company was founded in 2018, its founders—all in their 20s—made a conscious decision to reject traditional drinking culture.
"We decided from the beginning that there would be no alcohol at work events," one founder told me. "We wanted to build a culture based on respect and professionalism, not how much someone can drink."
The policy hasn't always been easy to enforce. When meeting with older clients, there's often an expectation that they'll drink. But the company has stood firm, offering tea and soft drinks instead. Over time, they've found that most clients respect their policy, and some even appreciate the departure from tradition.
"It's been a learning process," the founder said. "But we've shown that you can build relationships and close deals without drinking. It might take longer, but it's more sustainable, and it's better for everyone's health."
Balancing Tradition and Modernity
The Continuing Role of Alcohol
While drinking culture is changing, it's unlikely to disappear entirely. Alcohol still plays an important role in family celebrations, festivals, and many social gatherings.
Weddings, Chinese New Year, and other special occasions often involve alcohol, and for many people, these moments are an important part of Chinese culture. The key is to distinguish between these celebratory contexts and the excessive, pressured drinking that has characterized business culture.
Moderation and Choice
Many young people are advocating for a more moderate approach to drinking. They believe that people should have a choice—to drink or not to drink—without facing social or professional consequences.
As one university student in Nanjing put it: "I don't mind drinking occasionally with friends. But I want to do it because I want to, not because I have to. And I want to be able to say 'no' without feeling like I'm letting people down."
Policy and Education
Some experts believe that policy and education will play a key role in changing drinking culture. They advocate for better public health campaigns about the risks of excessive drinking, as well as policies that protect people from pressure to drink.
There's also a need for education about alternative ways to build relationships. Young people need to see that trust and respect can be established through competence, integrity, and hard work—not just through drinking.
Conclusion: A Culture in Transition
China's drinking culture is at a crossroads. For decades, it has been a powerful force in business and social life, shaping relationships and careers. But as younger generations reject the excesses of traditional drinking culture, a new approach is emerging.
This transition is not without challenges. Many older people still see drinking as an essential part of doing business, and changing these deeply ingrained attitudes takes time. But the shift is underway, driven by health concerns, generational change, and a growing recognition that there's a better way to build relationships.
For people like Zhang Wei, the change can't come soon enough. After his health scare, he made the difficult decision to prioritize his well-being over his career. "I still worry about missing opportunities," he told me. "But I know I made the right choice. Maybe in a few years, drinking won't be necessary anymore. I hope my son doesn't have to go through what I did."
Zhang's hope is shared by many young people in China. They envision a future where relationships are built on mutual respect, not on how much one can drink; where health is valued over tradition; and where people have the freedom to say "no" without fear of consequences. It's a vision that's becoming increasingly realistic, as China's drinking culture continues to evolve.