Every Chinese brand is a disseminator of Chinese culture. In recent years, Moutai has been increasing publicity efforts in international markets, in order to tell the story of “Chinese Baijiu” properly and build up the “business card” of Chinese Baijiu. With its products and culture, Moutai has been spreading the Baijiu culture of China around the globe with continuous characteristic online marketing campaigns on international social media platforms and successful offline events.

“Moutai culture” is an inclusive term. It is embodied in “people, culture, history, items, crafts, rites, etiquette, harmony, and implements”, which all manifest the charm of Moutai culture. Covering the inheritance of Baijiu-making techniques, ecology, the culture of the 24 solar terms, poetry, drinking vessels, and the manners of drinking, Moutai’s cultural promotion requires more comprehensive and effective means.

Overseas publicity is a challenging systematic mission entrusted to Moutai by the times. Like other Chinese enterprises going global, Moutai is faced with a tough challenge—cultural disparity. Moutai needs to find proper ways to spread “Moutai culture”, to tell Moutai stories well, and to seek common points while reserving difference in the course of globalization.

Over the past few years, Moutai has made greater publicity efforts on international social media platforms. Based on “CHINA MOUTAI A Toast to The World”, Moutai released the promotion theme of the year— “More Tasting, More Gaining”, and had an in-depth conversation with consumers around the world from perspectives such as scenarios, emotions, cultures, and integration.

In the future, Moutai will further reinforce the management of distributors and online new media platforms overseas and explore the profound connotations of Moutai culture from various angles, with the online guiding the offline and the offline promoting the online efforts. Moutai will unswervingly follow the Purple Line Development Path and strive to gain popularity in the world!