Group 1 - Five Star Liquor has become the first Chinese liquor brand to officially appear at the 2025 Osaka World Expo, marking its entry into a high-profile international platform [1] - The company launched its "Harmony Global Tour" from the Osaka Expo, which includes the opening of its first overseas authorized experience restaurant in Tokyo and a series of cultural exchange activities [1][8] - The brand emphasizes its commitment to showcasing Chinese culture and wisdom through its participation in the Expo, aligning with the Expo's theme of "Envisioning a Lively Future Society" [3][5] Group 2 - The Osaka Expo features 158 countries and regions, with the China Pavilion focusing on themes of "Harmony between Man and Nature" and "Sustainable Development" [3] - Five Star Liquor's traditional brewing technique, known as the "1366" process, reflects a philosophy of ecological wisdom and balance with nature, resonating with the Expo's themes [5] - The company aims to deepen its international presence and promote Chinese liquor culture through various promotional activities during the Expo [7][17] Group 3 - The company has introduced a limited-time experience store at the Expo, featuring innovative cross-border products like cocktails and white liquor coffee, targeting younger consumers [12] - Five Star Liquor's international strategy includes a focus on the Japanese market, where there is a growing demand for high-quality Chinese liquor [10][12] - The brand's participation in the Expo is part of a broader strategy to enhance its cultural outreach and engage in meaningful dialogues with global consumers [8][17] Group 4 - The company supports cultural initiatives such as the "Panda Partners Global Tour" to promote Chinese culture and the unique qualities of its products [15] - Five Star Liquor aims to create a global "community of shared prosperity" through its "Harmony Global Tour," showcasing the richness of Chinese brewing culture [13][17] - The brand's internationalization efforts are driven by a dual strategy of "cultural export and local operation," enhancing its global footprint [17]

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]

Core 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].

Core Insights - The article highlights the innovative marketing campaign "Wuliangye Boao Month" launched by Wuliangye in collaboration with the Boao Forum for Asia, aimed at revitalizing consumer engagement during the traditional off-season for liquor sales [1][2][4] Group 1: Marketing Strategy - The "Wuliangye Boao Month" campaign runs from March 20 to April 30, leveraging the Boao Forum as an international platform to enhance brand visibility and consumer interaction [2][13] - The campaign employs a dual approach of "buy-gift + interaction," which includes offline promotions in Wuliangye stores and online engagement activities to boost sales and consumer participation [2][4] - The initiative has led to increased sales not only in Boao but also in other regions like Haikou and Sanya, marking a "mini-peak season" for the Hainan market [4] Group 2: Cultural Integration - Wuliangye emphasizes the integration of cultural elements into its marketing, using the concept of "He Mei" (Harmony and Beauty) to enhance consumer experience and brand loyalty [5][11] - The campaign features various interactive activities that reflect traditional aesthetics and creative ideas, aiming to resonate with consumers on a cultural level [5][8] Group 3: Global Expansion - Wuliangye has a long history of international marketing, having established a presence in 62 countries and regions, and is actively expanding its global footprint through strategic partnerships and marketing initiatives [12][13] - The company aims to enhance its global brand influence and market competitiveness by participating in international events and adapting to local markets [12][13] Group 4: Sales Projections - The "Wuliangye Boao Month" campaign is expected to drive a sales increase of over 20% compared to the previous year, effectively stimulating market activity during the off-peak season [13]

Core Insights - Wuliangye has deepened its partnership with the Boao Forum for Asia, showcasing its cultural heritage and innovative branding at the 2025 annual conference, marking the seventh collaboration since 2018 [3][10] - The company successfully promoted its "Harmony and Beauty" culture to global leaders and consumers through various events, enhancing brand value and international recognition [5][9] Group 1: Event Highlights - The "Wuliangye Night" welcome banquet was a highlight of the forum, where the company's vice chairman shared the cultural story of Chinese liquor through a three-glass toast [5][6] - Wuliangye's immersive experience at the event impressed international guests, featuring specially designed drinking vessels and a five-step tasting method led by professional sommeliers [7][8] Group 2: Marketing and Sales Strategy - Wuliangye leveraged the Boao Forum to reach both high-end business circles and the general consumer market, launching interactive activities and brand experience zones in key duty-free stores [8][11] - The company reported a significant sales increase during the "Wuliangye Boao Month" marketing campaign, with an expected growth of over 20% compared to previous years [8][11] Group 3: Global Strategy and Partnerships - Wuliangye has established a global marketing strategy with centers in Asia-Pacific, Europe, and America, focusing on localized operations and product diversification to meet diverse consumer needs [11][12] - The company is innovating in product offerings, such as the "Wuliang Ronnie" cocktail, which blends Chinese liquor with Italian liqueur, and is exploring collaborations with international wine producers [11][12] Group 4: Industry Leadership and Standards - Wuliangye is taking the lead in establishing international standards for Chinese liquor, aiming to facilitate its global trade and reduce technical barriers [12] - The company is actively participating in global discussions to lower tariffs on liquor, advocating for a more favorable policy environment for the internationalization of Chinese liquor [12][13]

Group 1 - The core theme of the Boao Forum for Asia 2025 is "Co-creating the Future of Asia in a Changing World," emphasizing unity and cooperation for development [1] - Wuliangye, as a strategic partner of the forum, showcases its product quality and cultural philosophy of "Harmony and Beauty" to promote global economic cooperation and cultural exchange [1][2] - The partnership between Wuliangye and the Boao Forum began in 2018, evolving into a significant collaboration that enhances Wuliangye's international presence [2] Group 2 - Wuliangye is implementing international marketing strategies in 2025 to expand its brand presence in global markets, focusing on cultural dissemination [2][4] - The company has set up a unique exhibition at the forum to highlight its international vision and cultural heritage, reinforcing its brand image [2][3] - Wuliangye's marketing activities, such as the "Wuliangye Boao Month," successfully engage a broader audience, enhancing brand recognition and consumer participation [3] Group 3 - China's liquor exports reached $1.9 billion in 2024, with a significant growth rate of 20.4% for baijiu, indicating a rising global demand [4] - Despite the growth, Chinese baijiu still holds a small market share compared to international spirits, suggesting substantial potential for expansion [4] - The free trade port in Hainan is seen as a crucial platform for promoting global economic cooperation, with Wuliangye actively expanding its market presence there [4][5] Group 4 - Wuliangye is enhancing its brand influence in Hainan by opening the world's first duty-free store in September 2024, aiming to solidify its market position [5] - The company plans to continue its channel expansion and marketing efforts to connect with potential consumers and leverage the advantages of the free trade port [5] - Wuliangye aims to use high-profile platforms like the Boao Forum to promote Chinese baijiu globally and contribute to international economic cooperation [5]