Responsible drinking and e-sports combine in new campaign

For decades, China has been taking creative steps to tackle irresponsible drinking. Various measures rolled out include publicity campaigns with informative brochures, advertisements, organizing seminars and sending letters to certain groups. This has had a limited effect.

But a new campaign could see a change. On Tuesday the 2020 Smart Drinking Public Awareness Gala was held by international conglomerate Budweiser Brewing Co in Shanghai. The economic hub strives to become the "global e-sports capital".

Over recent years, e-sports, as one of younger generation's top-five cultural interests, has emerged into the limelight. With strong governmental support, the Chinese e-sports industry has been witnessing a continuous promulgation of policies and guidelines, all pushing this young sport toward mature development.