Our Founder
Mr Charles Oon
Introducing the rich culture of Chinese Baijiu to Southeast Asia
Mr. Charles Oon is a passionate advocate and trailblazer in the promotion of China Baijiu across Southeast Asia.
Since 2004, he has been actively involved in the marketing of the iconic Moutai brand in Singapore, Malaysia, and Cambodia, laying the foundation for Chinese baijiu to take root in the region.
A visionary in his field, Mr. Oon foresaw the global rise of Chinese baijiu and dedicated himself to introducing its prestigious brands beyond China. In 2005, even with a torn Achilles tendon, he travelled to Uruguay to promote Moutai—persevering through challenges and spending nearly two and a half years to successfully sell a single container there. His unwavering commitment to sharing baijiu culture with discerning consumers in Singapore and the region eventually turned his vision into reality. In May 2011, he founded the Chinese Baijiu Association (Singapore), or CBAS, to further promote and preserve the heritage of Chinese baijiu.
A Foresight into Baijiu’s Future
The founder of the Chinese Baijiu Association (Singapore), Mr. Charles Oon, foresaw that Chinese baijiu and its iconic brands would one day find their way to Singapore’s shores. Since 2004, he has been passionately involved in the promotion and marketing of the Moutai brand across Singapore, Malaysia, and Cambodia.
Demonstrating remarkable perseverance, Mr. Oon traveled to Uruguay in 2005—despite recovering from a torn Achilles tendon—to introduce Moutai to the South American market. It took nearly two and a half years of persistence to successfully sell just one container of Moutai, but the journey marked an important milestone in his mission to globalize Chinese baijiu.
In May 2011, his vision was realized with the founding of the Chinese Baijiu Association (Singapore), affectionately known as CBAS, which continues to champion the cultural and commercial development of Chinese baijiu in the region.
Military Discipline, Business Integrity
Following his graduation, Mr. Oon chose to pursue a military career—an uncommon path at the time. While most Singaporean youths completed only the mandatory two years of National Service, he extended his commitment and served as a Naval Officer in the Republic of Singapore Navy. He later underwent additional training and was commissioned as an Artillery Officer in the Republic of Singapore Army.
Throughout his six years of service, Mr. Oon distinguished himself in numerous advanced officer courses, receiving commendations and participating in large-scale brigade and division-level exercises in Thailand and Taiwan. His military background instilled in him a deep sense of discipline, loyalty, and integrity—traits that continue to guide his business dealings. He is known for standing firm in his principles, never taking advantage of others, and facing adversity with unwavering resolve.
From TV Commerce to Global Brand Building
Mr. Oon was among the pioneers of Direct TV Shopping commerce in Singapore and Asia during the 1990s. By the late ’90s, he had expanded his operations into China, working closely with major television stations to develop the TV shopping business.
A natural entrepreneur with a flair for marketing and business development, Mr. Oon has a proven track record of building innovative sales and marketing platforms. He has launched and integrated multiple ventures, shaping them into powerful commercial engines.
Moutai’s Growth Across Asia
In 2004, Mr. Oon independently introduced and established the Moutai brand in Singapore, Malaysia, and Cambodia.
In Malaysia, his efforts began with Moutai red wine and beer. To build awareness, he organized four consecutive national beauty pageants over four years, generating substantial media coverage and public interest.
In Singapore, he strategically organized five beauty pageants over four years, all of which were broadcast live on national television. He also leveraged the Moutai brand to support three major government-endorsed networking events, where Moutai red wine was served at tables attended by the Prime Minister, Ministers, Ambassadors, and even past and present Presidents of Singapore.
In 2005, despite his injury, Mr. Oon traveled to Montevideo, Uruguay—a city of just over two million people—to bring Moutai to South America. His persistence opened new avenues for the brand beyond Asia.
Later that year, the Moutai Head Office in Moutai City, Guizhou Province, officially appointed Mr. Oon to set up and operate Moutai Specialty Shops in Singapore, Malaysia, and Cambodia. After intensive groundwork, he launched the shops in 2006 with fanfare and media announcements across the three countries’ leading newspapers.
Singapore
Opening ceremony on 25th September 2006
Malaysia
Opening ceremony on 27th September 2006
Cambodia
Opening ceremony on 29th September 2006
Accolades & Honors
In recognition of his relentless efforts in promoting and marketing the Moutai brand, Mr. Charles Oon has successfully integrated several large-scale, nationally recognized marketing campaigns. His dedication and pioneering spirit have earned him multiple prestigious awards and acknowledgments, including:
- Ernst & Young Emerging Entrepreneur Award (2004) Nominated and interviewed by the selection panel for his innovative contributions to business development.
- Award presented by Mr. Chan Soo Sen, then Minister of State for Education, for outstanding brand leadership and marketing excellence.
- Presented by Mr. Heng Chee How, then Minister of State for Trade and Industry, in recognition of brand innovation and strategic market growth.
- Conferred by Dr. Lee Boon Yang, then Minister for Communications and Information, for Mr. Oon's contributions to the arts through corporate support and sponsorship.
Baijiu’s Second Home
To Mr. Charles Oon, the sacrifices he has made are worthwhile if they help uphold the integrity of the Chinese baijiu industry by removing irresponsible individuals from its ranks. He firmly believes that business enterprises and distribution networks must be built with patience and dedication—there are no shortcuts, especially when it comes to the complex task of introducing Chinese baijiu to Southeast Asia.
For Mr. Oon, friendship is a bridge for meaningful communication, not a tool to be exploited for personal gain. He acknowledges that there are many honest and principled individuals who genuinely want to contribute to the growth of Chinese baijiu markets beyond China. By exposing those who act irresponsibly—even those once considered friends—he believes he is ultimately doing the industry a service.
With unwavering vision and persistence, Mr. Charles Oon hopes that his efforts and hard-earned experience will help establish Singapore—and eventually Southeast Asia—as a second home for Chinese baijiu. It is a long and challenging journey, but with integrity and a clear purpose, he believes that this dream will one day become a reality.
The Timeline (2006 – Current)
2004Pioneering 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.
2006 Beyond Moutai: Other Baijiu Partnerships
In 2006, Mr. Charles Oon also represented JIAN NAN CHUN (剑南春) in Singapore. It was a moment of pride and celebration as the retail packaging featured the word “新加坡” (Singapore) laser-printed on it—signifying the brand’s official presence in the country. However, following the devastating 2008 Sichuan (Wenchuan) Earthquake, the distillery and its surrounding facilities were severely damaged, leading to a temporary halt in distribution due to drastically reduced production capacity. In recent years, the distillery has made a strong recovery, and Mr. Oon looks forward to reintroducing JIAN NAN CHUN in Singapore once again.
2008A 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.
2009From 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.
2011Seeking 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.
2012Protecting 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.