As Lu Xun wrote in his Collected Works of Qiejie Pavilion, “Only what’s national is welcomed around the world.” The wisdom of a nation, extracted and refined from thousands of years of practice, is powerful, long-lasting, and easy to be recognized by the world.
In recent years, Chinese culture has received increasing recognition around the globe. The 24 solar terms were adopted in the countdown of the opening ceremony of the Beijing 2022 Winter Olympic Games. The countdown started from the Rain Water and ended with the Beginning of Spring. “With the breeze, the spring rain sneaks into the tranquil night and nurtures all creatures silently.” “Spring breeze is like a distinguished guest that brings flourishment with it.” “When the full moon illuminates the midnight, the fireflies shine in the sky.” “The stone steps are as cold as water at night. I sit down on a step, watching Altair and Vega in the sky.” The 24 solar terms and the ancient Chinese poetry bring out the best of each other, blowing people’s mind around the world with the brilliant traditional Chinese culture once again.
As a representative brand of Chinese Baijiu, Moutai has always attached great importance to introducing Chinese culture to the world. From “people, culture, history, items, crafts, rites, etiquette, harmony, and implements” to traditional Chinese costumes and musical instruments, Moutai is moving forward steadily on the road of promoting Chinese culture overseas in a more inclusive manner.
Festivals and celebrations are also important components of Moutai’s overseas brand promotion. Moutai has incorporated cities, delicacies, cultural relics, and poetry into its culture and presented itself to international fans with a more diverse and creative image.
City – Show the beauty of cities
Moutai has released posters of famous cities in China, including Hangzhou, Beijing, Guangzhou, and Xi’an.
Delicacy – Spread the culture of food and drink
Moutai’s products are well integrated with a variety of food, such as Shandong cuisine, Cantonese cuisine, Sichuan cuisine, hot pot, mutton and bread pieces in soup, as well as noodles with soybean paste.
Cultural Relic – Inherit historical and cultural heritage in a living way
Moutai has brought cultural relics to “life” in more creative ways.
Poetry – Innovate traditional cultural treasure
Moutai has introduced famous poets of China, such as Li Qingzhao and Li Bai, and their poems to fans outside China
Moutai is not only national, it is also a part of the world. In the future, Moutai will keep devoting great efforts to overseas marketing. With the help of social media platforms, Moutai will show the world the beauty of Moutai and the beauty of Chinese culture. Moutai will grow popular around the world, and so will Chinese culture.
