On January 12, the “Star of Lion City” 2019 Asian Pop Music Grand Finals came to a successful conclusion at the Kallang Theatre Performance Hall in Singapore. Jointly organised by the Singapore Artistes’ Association and Star of Lion City Culture & Entertainment Pte Ltd, the competition was Singapore’s first large-scale singing contest aimed at Mandarin pop music lovers across Asia. Guizhou Moutai’s Singapore distributor — Singapore China Baijiu Pte Ltd was invited to attend this musical extravaganza as one of the event sponsors.
This competition brought together numerous authoritative and professional singer-selection platforms. It served not only as a stage for showcasing talent and realising dreams, but also as a unique window for promoting Chinese culture. The judging panel comprised Eric Moo, Roy Li, and outstanding representatives of the new generation in the music industry. In addition, the Lee Wei Song School of Music provided dedicated guidance to the contestants. After three months of intense competition, 16 contestants stood out and secured places in the finals. That evening, stars shone brightly, the stage design was dazzling, and the performers’ sincere emotions and polished vocal skills won rounds of applause from the audience.
On this occasion, Moutai, as a leading brand of Chinese baijiu and a representative of Chinese culture, supported an Asian Mandarin singing competition, igniting a cultural feast that combined traditional Chinese baijiu culture with modern pop music. This drew significant attention from the media and various sectors of society toward Moutai. By tapping into the interests and focus of today’s younger mainstream audience and actively participating in such events, Singapore China Baijiu Pte Ltd put into practice the philosophy of “Cultural Moutai, a Chinese National Treasure.” Through cultural and sporting events as well as music showcases, the company uses these platforms as bridges for communication between the Moutai brand and local consumers in Singapore—allowing more people to understand Moutai and fall in love with Chinese baijiu culture.
