Core Viewpoint - The article highlights the internationalization strategy of Wuliangye, showcasing its efforts to integrate Chinese culture with local markets through high-profile events and localized dining experiences, particularly in Japan and Singapore [1][3][11]. Group 1: Event Participation and Cultural Exchange - The 2025 Osaka Expo has seen a surge in daily visitor numbers, with the China Pavilion, featuring Wuliangye, receiving positive feedback for its innovative cultural presentations [1]. - Wuliangye's "Five Grains Liquor Theme Day" at the Osaka Expo included immersive cultural experiences, such as sand painting and interactive elements, enhancing visitor engagement [4][7]. - The opening of Wuliangye's second overseas authorized restaurant, "Shinryugin" in Osaka, marks a significant step in its international expansion strategy [8][10]. Group 2: Localization Strategy - Wuliangye's approach emphasizes deep localization, adapting its offerings to resonate with local tastes and cultural preferences, as seen in its Singapore restaurant that combines Chinese and local culinary elements [10][11]. - The Singapore Wuliangye restaurant, located in a vibrant food district, aims to enhance brand recognition and consumer engagement through tailored dining experiences [10][11]. - The brand's strategy includes creating immersive experiences that allow international consumers to appreciate the cultural significance of Chinese liquor [7][11]. Group 3: Brand Positioning and Future Outlook - Wuliangye's participation in high-profile international events serves as a platform for global exposure, reinforcing its status as a representative of Chinese liquor [11][13]. - The brand's model of "standardized core + localized operation" provides a replicable framework for other Chinese liquor companies aiming for international markets [13]. - The article suggests that Wuliangye's internationalization efforts could position Chinese liquor alongside globally recognized beverages like French wine and Scotch whisky in the future [13].

Core Viewpoint - The 2025 Osaka Expo serves as a significant platform for Wuliangye to showcase its brand and cultural heritage, emphasizing its internationalization strategy through various marketing initiatives and partnerships [2][4][22]. Group 1: Brand Presentation at Expo - Wuliangye's participation in the "Wuliangye Theme Day" at the China Pavilion highlights its commitment to showcasing Chinese brewing culture and craftsmanship [6][12]. - The exhibition features a blend of product displays, cultural experiences, and artistic installations, effectively communicating the essence of Chinese brewing philosophy [4][8]. - A certificate from the National Museum of China recognizing the ancient mud from Wuliangye's historic brewing site underscores the brand's heritage and commitment to quality [6][8]. Group 2: International Expansion - Wuliangye is actively expanding its international presence through various initiatives, including the opening of authorized restaurants in Japan and Singapore [13][18]. - The newly opened Singapore Wuliangye restaurant serves as a cultural and culinary hub, integrating traditional Chinese aesthetics with modern dining experiences [20][21]. - The brand's strategy includes creating immersive cultural experiences that go beyond mere product sales, aiming to foster a deeper understanding of Chinese culture [22][27]. Group 3: Cultural Significance - Wuliangye's internationalization is not just about product export but also about cultural exchange and experience economy, promoting the "harmony" concept inherent in Chinese culture [22][27]. - The brand's activities, such as the "He Mei Global Tour," aim to convey the essence of Chinese culture and foster mutual appreciation among diverse civilizations [27][29]. - Wuliangye's commitment to quality and cultural representation positions it as a leading example of how Chinese brands can successfully navigate the global market [24][29].

Core Viewpoint - Wuliangye continues to enhance its brand presence on the international stage through participation in the 2025 Osaka World Expo, showcasing Chinese liquor culture and craftsmanship while promoting its "Harmony and Beauty" narrative [2][3][5]. Group 1: Event Participation and Cultural Representation - Wuliangye is a senior partner of the China Pavilion at the 2025 Osaka World Expo, utilizing various forms of exhibition and performance to highlight the unique qualities of Chinese liquor and traditional culture [2][3]. - The "Wuliangye Theme Day" at the Expo emphasizes the core concept of "sharing the light of civilization and a harmonious future," integrating Chinese liquor brewing wisdom into the global context [3][5]. - The exhibition area features a display that combines Sichuan's intangible cultural heritage with Wuliangye's branding, creating an engaging visual experience for visitors [3][5]. Group 2: Marketing and Global Strategy - Wuliangye has been actively expanding its international presence, having entered the Japanese market over 20 years ago and establishing various distribution channels [8][9]. - The company has launched its first overseas authorized experience restaurant in Tokyo, marking a shift from product export to cultural experience [9][10]. - The recent opening of a second authorized restaurant in Osaka aims to deepen consumer engagement through customized dining experiences that highlight Chinese liquor culture [10][11]. Group 3: Global Outreach and Brand Building - Wuliangye's "Harmony Global Tour" has reached 17 countries and regions, promoting Chinese culture and enhancing the brand's global influence [15]. - The company actively participates in major international events, such as the APEC summit and the Boao Forum, to strengthen its international brand narrative [15]. - The ongoing marketing activities, including the "Wuliangye Theme Day," aim to create immersive experiences that connect global consumers with Chinese culture [10][12].

Core Insights - Wuliangye, a senior partner of the China Pavilion at the 2025 Osaka Expo, hosted a unique brand theme day event to showcase Chinese liquor culture and the value of Chinese national brands [1][3] - The event featured immersive cultural experiences and wine tasting, allowing international guests to appreciate the depth of Chinese Baijiu culture [1][3] Group 1: Event Highlights - The event included storytelling, classic product displays, and interactive activities to engage the audience [1] - Wuliangye presented a commemorative gift box to the China Pavilion, symbolizing the friendship and collaboration between the two parties [1] - The exhibition showcased various themes such as sustainable development and intangible cultural heritage through diverse formats like sand painting and videos [2] Group 2: Brand Representation - The exhibition highlighted Wuliangye's historical achievements since its debut at the 1915 Panama International Exposition, emphasizing its century-long legacy [2] - A central display featured a range of Wuliangye products, including special editions and traditional series, showcasing the brand's rich product matrix and cultural significance [2] - The event incorporated elements of Sichuan culture, such as bamboo and panda motifs, enhancing Wuliangye's image as a cultural ambassador for the region [2] Group 3: Future Commitment - Wuliangye aims to continue promoting the internationalization of Chinese Baijiu culture, using its products as a medium to foster global dialogue and cultural exchange [3] - The company is committed to creating a harmonious living experience for global consumers through the storytelling of Chinese Baijiu [3]

Core Viewpoint - Wuliangye, as a senior partner of the China Pavilion at the 2025 Osaka Expo, hosted a "Wuliangye Theme Day" to showcase its unique brewing techniques and cultural heritage, promoting the value concept of "harmony and coexistence" [1][5][21] Group 1: Event Highlights - The "Wuliangye Theme Day" featured a variety of activities that highlighted the international appeal of "Da Guo Nong Xiang" (Great Country's Rich Aroma) [7] - Wuliangye presented a commemorative gift box to the China Pavilion for permanent collection, and also held a ceremony for its second overseas authorized restaurant in Osaka [3][5] - The event included immersive experiences that combined traditional craftsmanship with modern elements, showcasing the brand's confidence and inclusivity on the global stage [9][11] Group 2: Cultural Significance - The 2025 Osaka Expo's China Pavilion aims to demonstrate traditional ecological wisdom and the achievements of green development, with Wuliangye being the first Chinese liquor brand to appear [5][19] - The event utilized elements like the Yangtze River and ancient cellar mud to narrate the story of Wuliangye's heritage and its journey to the world stage [7][15] - Wuliangye's historical significance was highlighted, including its 700-year-old ancient cellar and its recognition as a national liquor, showcasing its cultural depth and global reputation [17][19] Group 3: Marketing and Global Engagement - The "Wuliangye Expo Season" marketing campaign has gained significant traction, featuring promotional activities in Osaka and Tokyo that combine fine liquor with gourmet food [21] - Wuliangye aims to connect with global consumers through various initiatives, including themed exhibitions, customized gifts, and interactive activities, reinforcing its cultural and quality confidence [21] - The brand's participation in the Expo serves as a platform for promoting cultural exchange and the value of "harmony and coexistence" on the world stage [21]

Core Points - Wuliangye officially became a "Platinum Sponsor" for the 2025 APEC Business Leaders Summit, marking a seven-year partnership with APEC [2][3] - The APEC Business Leaders Summit is the highest-level summit for APEC economies to discuss important regional matters and promote trade liberalization and economic cooperation [2] - The event aimed to enhance business community awareness of the summit's themes and core issues, fostering deeper cooperation among APEC economies [2] Company Involvement - Wuliangye's Vice Chairman Zhang Yu signed a cooperation agreement with Lee Seong-woo, representing the Korean Chamber of Commerce and Industry, during the promotional event [3] - The company showcased a unique exhibition booth that symbolized cooperation and shared prosperity among APEC economies, highlighting its traditional brewing wisdom and "He Mei Culture" [4] - Wuliangye presented various products, including commemorative gift boxes for APEC events, emphasizing its integration into the APEC community and its contributions to regional development [4] Event Highlights - At the themed dinner "Asia-Pacific Together, Composing a New Chapter," Wuliangye served as the exclusive white liquor partner, facilitating discussions on regional cooperation among guests [5] - Since 2019, Wuliangye has actively participated in APEC events, sharing insights on sustainable development and internationalization, and promoting the brand's global presence [5] - The company aims to continue its role in enhancing the prosperity of the Asia-Pacific region and fostering cultural exchanges through its participation in global platforms [6] Future Engagement - Wuliangye plans to participate in key activities at the 2025 APEC Business Leaders Summit in Gyeongju, South Korea, promoting Chinese culture and contributing to the construction of a shared future in the Asia-Pacific [6]