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 launch of the "He Mei Global Tour" by Wuliangye in Japan marks a significant step in promoting Chinese culture and brand power globally, emphasizing the concept of "harmony and coexistence" through cultural exchanges and trade [1][12]. Group 1: Event Overview - The first stop of the 2025 "He Mei Global Tour" took place in Japan, showcasing Wuliangye as a representative of Chinese liquor and its cultural philosophy [1]. - The event featured the "Panda Partners Global Tour and China Giant Panda and Golden Monkey Cultural and Art Exhibition" in Tokyo, highlighting the theme of "harmony and coexistence" [3]. Group 2: Global Expansion - Since its inception in 2023, the "He Mei Global Tour" has visited over ten countries, including France, New Zealand, Chile, Brazil, and Denmark, with Japan being the latest addition [5]. - The exhibition showcased the unique value of Wuliangye's brewing microorganisms, referred to as the "pandas of the microbial world," emphasizing the brand's commitment to ecological harmony [5]. Group 3: Strategic Initiatives - Wuliangye is set to be the first Chinese liquor brand to appear at the Osaka World Expo, aiming to redefine the value of premium liquor through innovative international expressions [6]. - The company plans to collaborate with Michelin-starred restaurants to establish its first overseas authorized experience store, creating a cross-cultural culinary experience [8]. - A global thematic marketing campaign titled "Wuliangye·Expo Season" will be launched, integrating brand and market strategies to transform cultural energy into marketing momentum [10]. Group 4: Cultural Impact - These initiatives reflect the innovative vitality and responsibility of Chinese brands, proposing a new paradigm for telling contemporary stories of Chinese liquor in a global context [12]. - The "He Mei Global Tour" will continue to expand into Asia, Europe, and Africa, using diverse cultural and artistic forms to bridge exchanges between China and the world, promoting the rich heritage of Chinese traditional culture [12].