Company Introduction Video
Company Founder Video
The Timeline (2006 – Current)
Pioneering Chinese Baijiu Culture in Singapore
In 2004, Mr Charles Oon have been one of Singapore’s earliest and most committed distributors of authentic Chinese spirits, proudly introducing the Moutai wine and beer range to local consumers. As the first to officially retail these products in Singapore, we’ve not only focused on sales, but also on promoting the deep cultural heritage of Chinese baijiu. Our mission is to share the stories, craftsmanship, and tradition behind China’s national liquor with the world—starting right here in Singapore.
Beyond Moutai: Other Baijiu Partnerships
In 2006, Mr. Yun also served as the distributor for Jian Nan Chun in Singapore, formally introducing the brand to the local market. At that time, Jian Nan Chun’s retail packaging prominently featured the word “Singapore,” marking the brand’s official entry into the Singapore market—an important and proud milestone in its international expansion. Concurrently, Mr. Yun began laying out a comprehensive Southeast Asian baijiu distribution network, establishing Singapore’s first Moutai Specialty Shop, which remains in operation today, as well as Moutai Specialty Shops in Cambodia (operated until 2008) and Malaysia (operated until 2011). However, the devastating 2008 Wenchuan earthquake caused severe damage to the Jian Nan Chun distillery and its surrounding facilities, leading to a significant drop in production capacity and a temporary halt in sales. In recent years, with the distillery’s strong recovery and renewed growth, Mr. Yun looks forward to reintroducing Jian Nan Chun to the Singapore market when conditions are right, continuing the brand’s overseas legacy.
Test of Trust
In 2008, while in Singapore, Mr. Oon was approached by Silverbase, a Hong Kong-based company and distributor for WULIANGYE (五粮液), to help set up duty-free retail operations in Indonesia, Thailand, and the Philippines. At the time, Mr. Oon was preoccupied with internal boardroom challenges and shareholder disputes. Unfortunately, a longtime associate from Hong Kong—who had been receiving commission from Mr. Oon since 2004—took advantage of the situation. Misrepresenting Mr. Oon, the associate covertly took over the Philippine agency. The truth came to light a year later when it was discovered that the associate had registered his own Hong Kong company to secure the agency. Despite the betrayal, Mr. Oon chose to forgive him, thinking perhaps the commissions provided had been insufficient for the associate’s role as liaison between Mr. Oon’s Southeast Asian operations and baijiu producers in China.
From Setback to Separation
In 2009, Mr. Oon made the difficult decision to part ways with his old company and former business partners. He extended an olive branch to the Hong Kong associate by offering a 50% partnership in a newly established Singapore company focused on baijiu distribution in Singapore and Malaysia. The associate claimed he had cultivated significant connections within Moutai, having interacted with the company for over five years. He advised that in order to increase annual product allocations, Singapore and Malaysia should be separated rather than treated as a single market, as Moutai had done under Mr. Oon’s unified representation. Trusting this advice, Mr. Oon signed over the Malaysia Moutai Specialty Shop to the associate, hoping it would lead to better quota allocations for both countries. Unknowingly, Mr. Oon also signed a formal letter addressed to Moutai’s senior leadership endorsing this transition. This moment marked a turning point in Mr. Oon’s belief in doing business purely on the foundation of friendship.
Seeking Justice
In early 2011, Mr. Oon discovered that the associate had secretly registered a Hong Kong company in 2009, using Mr. Oon’s Singapore residential address—without approval or authorization. Worse still, this Hong Kong company had shipped defective and substandard baijiu products to the Singapore entity. Although the associate received full payment and 50% of the profits from local sales, he refused responsibility when the quality issues came to light, resulting in substantial mental and financial distress for Mr. Oon and his family. In mid-2011, the associate informed Mr. Oon that the Malaysia Moutai Specialty Shop agency had been terminated and reassigned to another party. Just two weeks later, it was discovered that this “new party” was, in fact, a Malaysian company set up by the associate himself.
Protecting the Industry
By 2012, after a thorough investigation and consultation with his legal teams in both Singapore and Hong Kong, Mr. Charles Oon initiated legal proceedings against his associate for engaging in fraudulent and unethical business practices. These actions included the unauthorized use of Mr. Oon’s Singapore residential address to register a Hong Kong company, the deliberate shipment of defective and substandard baijiu products to the Singapore market, and profiting from the sales while refusing to take responsibility for the resulting damages. The situation caused Mr. Oon significant personal and professional hardship. In a decisive move to uphold ethical business standards and protect the integrity of the baijiu industry, Mr. Oon, accompanied by his legal representatives, formally lodged a report with the Criminal Investigation Department (CID) at the Hong Kong Wanchai Police Station.
Foundation and Recognition
In 2018, Singapore China Baijiu Pte Ltd was formally established, marking a significant milestone in the company’s development and regional presence. In the same year, the company was honored by Kweichow Moutai Group with the prestigious “Feitian Ambassador Award,” in recognition of its outstanding contributions to the promotion of Moutai and Chinese baijiu culture overseas. Additionally, the company and its achievements were featured by CCTV-4 Chinese International Channel in the program “Chinese World (华人世界)”, further highlighting its influence and role within the global Chinese community.
Rising Recognition
In 2019, Singapore China Baijiu Pte Ltd continued to strengthen its brand presence and operational excellence, receiving the “Outstanding Brand Operations Award” from Wuliangye Group, in recognition of its strong brand management and market execution capabilities. In the same year, the company was featured in special reports by CCTV-4 Chinese International Channel’s “Singapore Chinese World” program, as well as People’s Daily · Singapore Chinese Edition, further enhancing its credibility and influence within the overseas Chinese community and across major international media platforms.
Authoritative Recognition
In 2025, Singapore China Baijiu Pte Ltd achieved major milestones in brand representation and market expansion, being officially appointed as the sole authorized distributor of Guizhou Xijiu in Singapore, and as an official distributor of Jian Nan Chun in the Singapore market. In the same year, the company was featured in a special report by Jiemian News, a leading Chinese business and finance media outlet, underscoring its professional capabilities and growing influence in advancing the international presence of Chinese baijiu.
To learn more about the history of Singapore China Baijiu Pte Ltd please visit its predecessor’s website, kindly click below link:
