Recently, Mr. Fu Xiaohui (Photo 1, second from left), Chief Representative of the China Council for the Promotion of International Trade (CCPIT) Representative Office in Singapore, visited Singapore China Baijiu Pte Ltd. During the visit, both parties engaged in in-depth discussions on the promotion of Chinese Baijiu in the local market, cultural dissemination, and trade cooperation, and reached a preliminary consensus on future collaboration.
Mr. Wu Junjie (Photo 1, far right), Assistant Vice President of International Marketing at Sembcorp Industries, also attended the meeting, expressing strong interest in and firm support for the internationalization of Chinese Baijiu brands.
This exchange has helped generate new momentum for the establishment of the Guizhou Baijiu Experience Centre in Singapore and laid a solid foundation for the expansion of Guizhou Baijiu into the Southeast Asian market.
To promote the traditional Chinese virtue of filial piety and uphold corporate social responsibility, Singapore China Baijiu Pte Ltd has organized Father’s Day charity events for five consecutive years. This year, we once again visited the local “Qiong Zhou Le Shan Ju” elderly care home to carry out the “A Father’s Love is as Steady as a Mountain · Gratitude for Fatherly Love” outreach event, delivering care and warmth to the elderly residents.
eartfelt Outreach · Love in Action
Deeply rooted in the local community, Singapore China Baijiu Pte Ltd has always adhered to the principle of “culture drives branding, responsibility guides growth,” with a continuous focus on the well-being of senior citizens.
For this event, we donated a variety of daily essentials, including laundry detergent, disinfectant, coffee, cereal, jam, hand soap, body wash, toilet paper, and tissues. These practical items helped improve daily conditions at the home and brought genuine, thoughtful care to the residents.
Sincere Connection · Warm Companionship In addition to material support, our company representatives spent quality time with the elderly—singing classic songs, listening to their stories, and enjoying tarts, cakes, and hot beverages together during a warm afternoon tea session. The atmosphere was filled with laughter and heartfelt emotion. This simple yet sincere companionship paid tribute to the role of “fathers” and reflected the company’s tender care for the senior community.
The Moutai Spirit · Carried On Overseas As a key partner of the Moutai brand in Singapore, we remain committed to rooting Chinese traditional culture and the Moutai spirit in overseas communities. This event represents a heartfelt expression of “Cultural Moutai” and “Responsible Moutai” in action abroad.
Passing On Filial Piety · Love That Lasts Father’s Day is not only a time to express gratitude, but also an opportunity to promote filial piety and care for the elderly. Looking ahead, Singapore China Baijiu Pte Ltd will continue to use culture as a bridge and charity as a path to extend the warmth of our brand to wider communities and individuals.
Recently, the “Singing the Classics of Ancient Chinese Poetry” special concert, organized by the Huaxia Cultural Promotion Association, was successfully held at the Singapore Chinese Cultural Centre. Singapore China Baijiu Pte Ltd was honored to sponsor this event. The performance seamlessly blended classical poetry, musical artistry, and Chinese Baijiu culture, showcasing the profound heritage and modern innovation of traditional Chinese culture. It received widespread acclaim from the audience.
For over 30 years, the Huaxia Cultural Promotion Association has been committed to the promotion and preservation of outstanding Chinese traditional culture in Singapore. It continues to drive cultural and artistic exchanges between China and the world, serving as a vital bridge for China–Singapore cultural relations.
The concert featured leading performances by renowned Singaporean tenor and opera singer Zhuang Jie. His deep and expressive voice, accompanied by a variety of musical instruments, vividly brought the poetic imagery and emotions to life. Elements of Baijiu culture were skillfully woven into the performance, creating a rich and immersive “poetry and wine” atmosphere that added depth and cultural resonance to the entire evening.
As a representative brand of Chinese Baijiu, Moutai not only enjoys the title of “National Liquor” but also actively participates in various cultural exchange activities. Sponsoring this concert exemplifies Moutai’s commitment to using Baijiu as a cultural medium to promote Chinese heritage globally—with liquor as the vessel and culture as the soul.
This “Singing the Classics of Ancient Chinese Poetry” concert beautifully integrated poetry, music, and wine culture. As a symbol of Chinese Baijiu, Moutai carries a profound cultural legacy and has become a bridge connecting tradition with modernity, and the East with the world. In the lyrical interplay of poetry and wine, the unique charm of Chinese culture was brought to life, embodying Moutai’s confidence and dedication in bringing Chinese civilization to the global stage.
