Wuliangye Shines at Osaka World Expo, Conveying Chinese Confidence Through "Harmony and Beauty" Culture

On September 16, the China Pavilion at the Japan Osaka World Expo welcomed the "Wuliangye Theme Day" event. As a "Senior Partner of the China Pavilion at the 2025 Osaka World Expo," Wuliangye Yibin Co.,Ltd. used its premium baijiu as a cultural medium to showcase the unique charm and profound historical cultural heritage of Eastern brewing techniques, joining hands with the World Expo to "appreciate the light of civilization together and share a harmonious and beautiful future."

This represents not only another collaboration between Wuliangye Yibin Co.,Ltd. and the World Expo, but also a cross-century cultural dialogue. From its debut at the 1915 Panama-Pacific International Exposition to successive appearances at the 2010 Shanghai World Expo, 2015 Milan World Expo, 2017 Astana World Expo, and the 2020 Dubai World Expo where it helped the "Light of China" shine brightly, to its deep participation in the 2025 Osaka World Expo, Wuliangye Yibin Co.,Ltd. has consistently been a witness, participant, and contributor to World Expos.

Building Century-long Connections Through "Harmony and Beauty" Culture

Entering the Wuliangye Yibin Co.,Ltd. "Welcome" performance area at the entrance of the China Pavilion's South Plaza, visitors encounter a design based on bamboo scroll aesthetics, incorporating Sichuan bamboo weaving intangible cultural heritage elements, cleverly combining traditional intangible cultural heritage crafts, ecological philosophy, and Sichuan cultural symbols with Wuliangye bottle designs. This design not only showcases the unique charm of traditional Chinese culture but also reflects Wuliangye Yibin Co.,Ltd.'s global vision and cultural confidence. The adorable fans distributed on-site, featuring the design of "Giant Panda Embracing Wuliangye," provide visitors with coolness while conveying the unique charm of Sichuan and Wuliangye Yibin Co.,Ltd.

Walking into the China Pavilion, two "pandas" incorporating Wuliangye Yibin Co.,Ltd. elements come into view, appearing endearingly cute and entertaining. As China's national treasure and universally recognized ambassador of friendship, the panda's combination with Wuliangye Yibin Co.,Ltd. perfectly interprets the Chinese cultural concept of "harmonious coexistence and mutual beauty."

The China Pavilion's multi-function hall serves as the core exhibition area for the "Wuliangye Theme Day" event. The entire display area incorporates Sichuan characteristic elements such as bamboo, pandas, and golden monkeys, creating an immersive brand cultural experience space. The venue features interactive check-in points in postcard style, cleverly integrating Wuliangye Yibin Co.,Ltd. logo, World Expo, and China Pavilion elements. Collecting all five Wuliangye Theme Day custom stamps allows visitors to receive limited-edition co-branded refrigerator magnets carrying World Expo memories, Sichuan characteristics, and brand culture. Taking photos with the highly representative Chinese cultural "panda" image also provides opportunities to win World Expo exclusive custom gift boxes.

On the central display platform, core products including the classic Wuliangye Yibin Co.,Ltd. series, first to eighth generation Wuliangye, as well as cultural and creative series products such as Snake Year zodiac liquor, Nine Dragon Jar, and Harmony and Beauty Sichuan liquor are arranged in sequence. The surrounding areas comprehensively showcase Wuliangye Yibin Co.,Ltd.'s natural ecology, millennium brewing techniques, "harmony and beauty" culture, and World Expo journey from perspectives of nature, history, and culture. The honor wall displays multiple accolades including "Four-time recipient of 'National Famous Liquor' title and National Quality Award," "National Intangible Cultural Heritage," first batch of "China Time-honored Brand," and "Industry's only recipient of the Fifth China Quality Award Nomination," allowing international guests to deeply experience Wuliangye Yibin Co.,Ltd.'s profound heritage and brand strength.

Notably, the function hall also displays the "Wuliangye Ancient Cellar Mud Collection Certificate" issued by the National Museum of China. Wuliangye Yibin Co.,Ltd.'s Yuan and Ming Dynasty ancient cellar pool complex has over 700 years of history and has been in continuous use to this day. Each gram of ancient cellar mud contains hundreds of billions of massive microbial communities, referred to by the scientific community as "microbial gold."

Wuliangye Yibin Co.,Ltd. also systematically narrates through photo matrices the natural ecological advantages of Yibin, the first city along the Yangtze River, the over 700-year-old ancient cellar pool complex, and the millennium-inherited national intangible cultural heritage brewing techniques, telling the Eastern craftsmanship story that began from Yuan and Ming ancient cellars, underwent heritage and innovation, and reached the world stage.

On the event day, entrusted by Zeng Congqin, Chairman of Wuliangye Group (Co., Ltd.), Director Xiao Hao represented Wuliangye Yibin Co.,Ltd. in presenting the Wuliangye Osaka World Expo commemorative gift box to the China Pavilion at the Osaka World Expo for permanent collection, paying tribute to their cooperative friendship with the Eastern fragrance that embodies Chinese baijiu craftsmanship and culture. Wu Shengrong, Director of the China Pavilion at the Osaka World Expo and Director of the Exhibition Management Department of China Council for the Promotion of International Trade, accepted the gift on behalf of the China Pavilion and expressed high praise for the cultural feast brought by Wuliangye Yibin Co.,Ltd.

It is reported that the specially designed "2025 Osaka World Expo China Pavilion Commemorative Gift Box" by Wuliangye Yibin Co.,Ltd. has become the official gift of the China Pavilion. It integrates Chinese intangible cultural heritage lampwork glass techniques and Sichuan cultural elements such as giant pandas and bamboo, containing limited edition World Expo-themed liquor accessories. This design perfectly combines traditional Chinese craftsmanship with modern aesthetics, becoming an exquisite carrier for Chinese and foreign cultural exchange.

The deep connection between Wuliangye Yibin Co.,Ltd. and the World Expo demonstrates the historical leap of Chinese national brands from product export to cultural export, and reflects the firm steps of China's baijiu industry toward the world. Against the backdrop of increasingly frequent civilizational exchanges and mutual learning, Wuliangye Yibin Co.,Ltd. uses the World Expo as a window to showcase Chinese brands' cultural confidence and quality confidence through innovative marketing and interactive experiences.

Stepping into the World, Promoting Civilizational Exchange and Mutual Learning

As is well known, Japan is an important market for global premium alcohol consumption. This time, Wuliangye Yibin Co.,Ltd. not only conducted comprehensive brand and cultural promotion during the "Wuliangye Theme Day" at the China Pavilion of the World Expo but also extended its communication platform to consumption scenarios such as "restaurant-liquor integration."

On the same day as the event, the overseas authorized experience restaurant licensing ceremony for Wuliangye Yibin Co.,Ltd. was held at the "Shin Ryugin" restaurant in Osaka, marking the second authorized experience restaurant established by Wuliangye overseas. The "Shin Ryugin" restaurant incorporates Wuliangye Yibin Co.,Ltd. brand displays, product exhibitions, and atmospheric arrangements, bringing Japanese consumers the fusion beauty of Chinese and Japanese dining cultures. In the future, this will become an important platform for Wuliangye Yibin Co.,Ltd. to convey Chinese culture through "fine liquor + fine cuisine," continuously enhancing brand awareness and reputation through deep integration into localized dining scenarios, establishing deep emotional resonance with overseas consumers, and supporting Chinese baijiu in "going global."

In fact, Japan is just one corner of Wuliangye Yibin Co.,Ltd.'s global expansion. Currently, Wuliangye Yibin Co.,Ltd. has leveraged its "Harmony and Beauty Global Tour" to reach over ten countries and regions across six continents including Europe, Asia, America, Australia, and Africa. This year, Wuliangye Yibin Co.,Ltd. has conducted series of activities in Munich, Frankfurt, and Düsseldorf in Germany, Amsterdam in the Netherlands, the "Pearl of the Indian Ocean" Seychelles, and Singapore. As a typical representative of Chinese baijiu, Wuliangye Yibin Co.,Ltd. consistently upholds the value concept of "harmonious coexistence and mutual beauty," sharing harmony and beauty globally and building a "community of life between humans and nature."

In the wave of globalization, Chinese brands are accelerating toward the center of the world stage with culture as the bond and quality as the foundation. Through the simultaneous implementation of two major strategies - "cultural communication and scenario innovation" - from carefully crafted thematic exhibitions to culturally rich custom gifts, from innovative interactive experiences to overseas authorized experience restaurant licensing, Wuliangye Yibin Co.,Ltd. demonstrates the profound charm and contemporary value of Chinese culture through diverse approaches.