WLY(SZ:000858) Xin Jing Bao·2025-04-29 11:09Core Viewpoint - The 2025 Osaka World Expo has officially opened, with Wuliangye being recognized as a senior partner of the China Pavilion, showcasing its leadership in Chinese liquor and cultural heritage to a global audience [1][4]. Group 1: Participation in the Expo - Wuliangye has deepened its involvement in the China Pavilion's theme of "building a community of life between humans and nature," launching a commemorative gift box and various marketing activities during the expo [2][10]. - The company has set up a themed pop-up store in Osaka, marking the first overseas attempt to promote Chinese liquor culture to younger consumers through innovative products like cocktails and white liquor coffee [14][16]. Group 2: Cultural Exchange and Marketing Strategy - Wuliangye has a long-standing tradition of participating in world expos, dating back to its success at the Panama International Exposition in 1915, and continues to promote Chinese brewing wisdom and cultural values [4][5]. - The company has initiated the "He Mei Global Tour" cultural exchange program, expanding its brand presence in various countries and enhancing its international marketing strategy [17][19]. Group 3: Product Innovation and Global Expansion - Wuliangye has partnered with Michelin restaurants to create unique dining experiences that blend Chinese liquor with global cuisine, enhancing its brand recognition in the high-end dining sector [10][14]. - The company aims to expand its market share by tapping into emerging channels and enhancing its international presence, particularly through cultural and experiential marketing [16][19].