Core Viewpoint - The article highlights the strategic cultural marketing initiatives of Gujing Gongjiu, particularly its integration of the "Nian Culture" into its branding through innovative products and community engagement activities like the global Spring Festival couplet collection contest [1][4][5]. Group 1: Product Innovation and Cultural Integration - Gujing Gongjiu has created a new category of white liquor called "Kao Mai Xiang," with a product named "Nian San Shi," which is deeply tied to Chinese cultural moments [2][4]. - The product embodies a blend of northern and southern Chinese culinary traditions, reflecting the essence of "Nian Culture" through its unique flavor profile [2][4]. - The brand emphasizes a balance between food and drink, positioning itself as an integral part of the cultural experience rather than overshadowing it [2][4]. Group 2: Global Engagement and Cultural Symbolism - The global couplet collection contest serves as an extension of the product's cultural attributes, inviting participation from the global Chinese community and enriching the brand's cultural narrative [4][7]. - The contest encourages the creation of versatile couplets, promoting natural integration of the brand into the festive atmosphere without forced branding [4][7]. - This initiative aims to strengthen emotional connections between Gujing Gongjiu and the concept of "Chinese New Year," enhancing brand recognition during a culturally significant time [4][7]. Group 3: Long-term Marketing Strategy - Since 2016, Gujing Gongjiu has established itself as a part of the New Year tradition in China through its long-term partnership with the CCTV Spring Festival Gala, which has become a national cultural event [5][6]. - The brand's consistent investment in this platform demonstrates its commitment to cultural strategy and market positioning [5][6]. - The couplet contest represents a shift from passive cultural consumption to active participation, creating a multi-layered cultural ecosystem around the brand [7].