WLY(SZ:000858) Zhong Guo Jing Ji Wang·2025-09-19 06:49Core Insights - The article highlights the successful hosting of the "Wuliangye Theme Day" at the 2025 Osaka World Expo, showcasing the brand's cultural heritage and confidence in Chinese liquor [1][2][4] Group 1: Event Overview - Wuliangye, a major Chinese liquor brand, held a series of activities at the China Pavilion during the Osaka Expo, emphasizing Sichuan culture and liquor traditions [1][2] - The "Wuliangye Theme Day" included interactive experiences and a licensing ceremony for the "Shinryugin" restaurant, marking it as Wuliangye's second authorized overseas restaurant [1][4] Group 2: Cultural Representation - The event featured artistic installations reflecting Sichuan culture, including bamboo weaving and giant panda elements, promoting the theme of "harmonious coexistence" [2][3] - A multimedia exhibition titled "Wuliangye Museum" showcased the brand's history, ecological advantages, and craftsmanship, enhancing visitor engagement through interactive elements [3][4] Group 3: Marketing Strategy - Wuliangye's marketing activities extended beyond the expo, with simultaneous events in Tokyo and Osaka, offering unique dining experiences and interactive promotions [4][5] - The opening of a new Wuliangye restaurant in Singapore further expands the brand's global presence, featuring a modern Chinese aesthetic and a focus on Cantonese cuisine [5][6] Group 4: Brand Philosophy - The brand's activities at the expo align with its long-standing cultural philosophy of "harmonious coexistence," aiming to promote Chinese liquor and culture on an international stage [5][6] - Wuliangye has a historical connection with world expos, having participated since 1915, and continues to leverage these platforms to enhance cultural exchange and brand visibility [6]