文化输出“高光时刻”，五粮液“和美全球行”树白酒国际化新范式

Core Insights - The 2025 Osaka World Expo will feature the theme "Imagining a Revitalized Future Society," with Wuliangye as a senior partner of the China Pavilion, engaging in various promotional activities and cultural exchanges [1][3] - Wuliangye has a long history of participation in World Expos, showcasing Chinese culture and its brand's unique charm over the past 110 years [3] Group 1: Marketing and Promotional Activities - Wuliangye launched the "Wuliangye 2025 Osaka World Expo China Pavilion Commemorative Gift Box" and held the "Wuliangye Fragrance & Harmony Taste" overseas authorized experience restaurant awarding ceremony [1][5] - The company opened a limited-time experience store at the China Pavilion, offering unique cocktails and interactive activities to engage consumers [9][17] - Wuliangye's marketing strategy includes a series of themed marketing activities across various platforms, including duty-free shops and e-commerce, to enhance brand visibility in Japan [13] Group 2: Cultural Exchange and Partnerships - The "Panda Partners Global Tour" and the "Giant Panda and Golden Monkey Cultural Art Exhibition" were supported by Wuliangye, promoting the theme of "Harmony and Coexistence" [7][19] - Wuliangye's first overseas authorized experience restaurant, "Piaoxiang," was established in Tokyo, marking a significant step in integrating Chinese liquor culture with international dining experiences [5][16] - The company aims to foster cultural resonance through innovative collaborations, such as customized menus and cocktails that blend Chinese liquor with global cuisine [14][19] Group 3: Internationalization Strategy - Wuliangye's "Harmony Global Tour" has reached over ten countries since its launch in 2023, promoting Chinese culture and the concept of "Harmony and Coexistence" [21] - The brand's internationalization strategy focuses on cultural output and local operations, aiming to connect different civilizations through Chinese elements [21] - Wuliangye emphasizes its commitment to sharing development opportunities globally, positioning Chinese liquor as a cultural bridge [21]