On November 5, the “Moutai Night “, which was hosted by Singapore Chinese Baijiu Pte Ltd, was held at the Oriental Mandarin Hotel in Singapore.
Mr Duan Jianhua, Deputy General Manager and General Counsel of Moutai Group, led the team to attend.
Guests including Mr Chan Soo Sen, former Senior Minister of State for Education and Trade and Industry, former Minister in the Prime Minister’s Office and the first President of China-Singapore Suzhou Industrial Park,
Xiao Jiang Hua, Director of Singapore Chinese Cultural Center, Lin Qin Li, founder of Singapore Chinese Culture Promotion Association, Wu Duo Shen, President of Singapore Chinese Chamber of Commerce, Dr. Wu Wei, Founding Dean of Nanyang Graduate School of Public Administration, Nanyang Technological University, Singapore, and Mr. Guo Dao Feng were invited to attend, adding weight to the event.
Mr. Xiao Jiang Hua, Mr. Zeng Shi Sheng and Mr. Duan Jian Hua delivered speeches at the event.
Outside the dinner venue, the specially arranged “Time Corridor” showcased Moutai’s long history and exquisite brewing craftsmanship; Moutai cocktails added a touch of fashion to the brand, which remains committed to traditional craftsmanship.
Glasses of different shapes, materials, and design styles represent the unique drinking cultures of various regions around the world, symbolizing Moutai’s embrace and integration of diverse cultures.
In line with Singapore’s multicultural culture, the live performance segment showcased the harmony of various ethnic arts. Malay Silat and Zapin Hari Ribut, Indian and Chinese dances took turns on stage, creating a dazzling and vibrant display.
The Moutai “Flying Fairy” design has been in use since 1958, symbolizing Moutai as an ambassador of diplomatic friendship. It not only carries the cultural mission of Moutai but also represents the brand’s commitment to showcasing China’s elegance and passion on the global stage.
In the performance “Flowing” presented by the Singapore Chinese Dance Theatre, dancers held three-meter-long colorful silks, recreating the grace and ethereal beauty of the “Flying Fairy”, echoing the iconic Moutai “Flying Fairy” Image.
Moutai symbolizes not only friendship and heritage but also a precious bond that deepens with the passage of time.
As a further development of the “Moutai Night” IP, the Singapore Moutai Night showcased the unique charm of the Moutai brand through a cross-cultural perspective, allowing guests to experience the profound essence of Chinese culture up close.
In the future, Singapore China Baijiu Company will continue to connect the world through culture and promote communication through its brand, allowing the world to embrace Moutai and Chinese culture with even greater affection.
The 2024 Liquor Culture Journey has concluded successfully. This was the fourth liquor culture journey organized by Singapore China Baijiu Pte Ltd, running from September 9 to September 19. It included visits to six renowned liquor companies in Guizhou and Sichuan provinces, where we received professional and warm hospitality.
On the day of arrival, Chairman Yan of Guo Tai personally arranged a welcoming banquet. The liquor fans enjoyed authentic Gui zhou cuisine and were treated to a dance performance rich in ethnic characteristics, marking an unforgettable start to this cultural journey.
On the morning of the second day, the group visited the historic Qin Yan Ancient Town and, after lunch, moved to Qian ling Park to experience the tranquility and beauty of nature. The highlight of the afternoon was visiting the China Moutai specialty store located in the Moutai headquarters building.
The team members sat down to quietly taste Moutai and enjoyed dinner in the headquarters, concluding a fulfilling day.
On the morning of the third day, the group visited the core production area of the Moutai distillery in Moutai Town, touring the packaging workshop and learning about every step in the production and packaging of Moutai liquor.
In the evening, a banquet was hosted by Moutai, attended by Mr. Zhang De Qin, the Secretary of the Party Committee and Chairman of Guizhou Moutai Distillery (Group), Mr. Huang Wei, a former leader of Moutai Group, and Mr. Huang Jie, Deputy Secretary of the Party Committee and General Manager of Guizhou Moutai Liquor Sales. This facilitated further communication and interaction with everyone.
On the fourth day of the liquor culture journey, the liquor fans visited the famous Lou Shan Pass scenic area. Located in Zun Yi City, Guizhou, Lou Shan Pass is an important historical witness to China’s red revolutionary history and a significant strategic point during the Long March. The perfect blend of history and nature allowed the liquor fans to feel the grandeur of Lou Shan Pass while deeply understanding the indomitable spirit nurtured in this land, adding depth and significance to this stop.
On the fifth day, the liquor fans visited the historic site of the Zun Yi Conference, gaining a profound appreciation for the power of red culture and the legacy of revolutionary spirit. They then proceeded to visit the Guo Tai distillery.
As an important production base for China’s sauce-flavored liquor, Guo Tai distillery stands out as a AAA-rated tourist attraction in China due to its unique brewing techniques and modern facilities.
During dinner, at the invitation of Guo Tai, the liquor fans enjoyed a toast with Mr. Luo Xiao Song, Standing Committee Member of the Ren huai Municipal Committee and Executive Deputy Mayor, Mr. He Weihua, Chairman of Guizhou Renhuai Sauce-flavored Liquor, and Mr. Liu Jinping, Executive Deputy General Manager of Guotai Liquor, deepening their friendship over good wine.
On the sixth day of the 2024 China Liquor Culture Journey, the liquor fans visited Guizhou Xi Jiu, toured the packaging workshop, and gained insight into Xi Jiu’s meticulous and rigorous packaging processes.
That evening, the fans enjoyed dinner at the Xi Jiu Hotel, attended by Mr. Xie Yuan Dong, Assistant General Manager of Guizhou Xi Jiu, and Mr. Chen Qiang, a member of the Party Committee and Deputy General Manager. This visit and exchange further enhanced everyone’s understanding of the liquor production process and showcased the cultural heritage and professional strength of the Xi Jiu brand.
On the seventh day, the fans visited the China Sauce-flavored Liquor Valley at Lang Jiu Manor and the Sichuan Gu zhu Lang Jiu gaining a deeper understanding of Lang Jiu’s unique techniques and brand development.
Mr. Li Zhao, Regional Manager of the International Business Department of Lang Jiu, accompanied the group throughout, detailing the brewing environment and market layout, and invited everyone to lunch, showcasing Lang Jiu’s enthusiasm and sincerity.
The dinner on the seventh day was thoughtfully arranged by Luzhou Laojiao. Mr. Wu Xuedong, head of the Singapore market for Luzhou Laojiao, and Mr. Yu Yang, sales manager for Indonesia, warmly received the liquor fans. During the dinner, both representatives shared their experiences in expanding the Luzhou Laojiao and Guojiao 1573 brands in the Southeast Asian market, engaging in in-depth discussions about the prospects for Chinese liquor in the international market.
On the eighth day, accompanied by Mr. Wu Xuedong, the liquor fans visited the Lu Zhou Laojiao Museum. Through observing the daily operations of rare ancient cellars, they gained a deeper understanding of the rich history and unique brewing techniques of Lu Zhou Laojiao.
On the ninth day, the liquor fans moved to Yi Bin. At a welcome banquet arranged by Wuliangye, they enjoyed discussions with Mr. Chen Chong, Assistant General Manager of Wuliangye Group and Chairman of the Import and Export, Mr. Zhao Jing, Head of the International Sales Department, and Mr. Xiong Shaodong, Manager of the Asia-Pacific Marketing Center, among others.
The final day began with a visit to the Yibin Wuliangye distillery. Accompanied by Mr. Xiong Shaodong and Mr. Huang Haoran from the Asia-Pacific Marketing Center, the liquor fans experienced the rich history and charm of liquor in the factory area, visiting the liquor culture exhibition hall, Anle Springs, the 523 workshop, the Pengcheng tasting room, and the Liquor Saint Mountain.
As an overseas distributor deeply engaged in the marketing and sales of Chinese liquor, Singapore China Baijiu Pte Ltd understands the key role of cultural promotion in brand building. Through this annual liquor culture journey, we actively enhance brand recognition and influence.
We sincerely thank all our partners for their support and assistance, and we look forward to continuing to work together to promote the thriving development of Chinese liquor culture in overseas markets.
JIU ASIA 2024, Singapore’s original Asian alcohol expo , was held from September 6th to 8th at the Resort World Sentosa, Equarius Hotel.
The booth of the Singapore China Baijiu Association and Singapore China Baijiu Pte Ltd was prominently located at the entrance, attracting widespread attention and drawing many enthusiasts for tastings.
On the opening day, Mr. Charles Oon , Chairman of the Singapore China Baijiu Association and Chairman of Singapore China Baijiu Pte Ltd, was invited to deliver a keynote speech.
At the booth of Singapore China Baijiu Pte Ltd and the Singapore China Baijiu Association, top Chinese baijiu brands such as Moutai, Wuliangye, Guojiao 1573, Guizhou Xijiu, and Moutai Golf Wine showcased their unique aromas, high-quality ingredients, and traditional brewing techniques, sparking great interest among visitors.
Attendees posed various questions regarding the aromatic characteristics, selection standards, and production processes of these baijiu, and our staff provided detailed and professional answers, deepening their understanding of Chinese baijiu.
On the last day of the exhibition, a special discussion titled “Decoding Baijiu: Is This an Investment?” featured Mr. Charles Oon .
Mr. Oon invited other guests at the seminar to taste Moutai, and afterward, he was invited to give an interview to the official media partner of this year’s Asia Wine Exhibition.
During the evening’s closing session, Mr. David Oon, Project Manager of Singapore China Baijiu Pte Ltd, participated in a discussion on “The Rising Trend of Baijiu,” effectively concluding the exhibition.
This year’s Asia Wine Exhibition not only highlighted the critical role of the Singapore Baijiu Association in leading the trend of Asian baijiu culture but also showcased the outstanding capabilities of Singapore China Baijiu Pte Ltd as an industry pioneer. In the future, we will continue to promote the unique charm of Chinese baijiu to a broader global market.
