大象传媒

Thousands of videos have sprung up across China showing people sipping, drinking and downing the traditional Chinese spirit Baijiu. It’s called The Baijiu Challenge.

The trend really got going when a man known as Three Litre Brother drank, you guessed it, three litres in under ten minutes. With some people consuming dangerous amounts state media and the police have stepped in with their own warnings. We find out how the Confucian theory of ‘face’ is driving competitive social drinking in China.

(Image: Chinese Model Gabby takes the Baijiu challenge. Copyright: 梦妮Gabby on Weibo)