Association Profile

With globalization, Chinese baijiu has made its way to Singapore and established a firm presence despite initial challenges and resistance from the local liquor-drinking community. The unique and legendary nature of traditional Chinese baijiu often needs no introduction. Today, an increasing number of people outside China have developed a taste for this distinctive spirit.

Affectionately known as “firewater” for its clear, water-like appearance and potent alcohol content, Chinese baijiu continues to intrigue and surprise new consumers. However, knowledge surrounding its brewing and fermentation techniques, as well as its rich historical and cultural heritage, remains limited.

Mr. Charles Oon, founder of the Chinese Baijiu Association (Singapore), foresaw this cultural migration. He predicted that various Chinese baijiu brands would one day arrive and take root in Singapore’s dynamic market.

Since 2004, Mr. Oon has been deeply involved in promoting the Moutai brand across Singapore, Malaysia, and Cambodia. Remarkably, in 2005, while recovering from a torn Achilles tendon, he even travelled to Uruguay—on crutches—to market Moutai. It took him nearly two and a half years to sell just one container, a testament to his perseverance and belief in baijiu’s potential.

Through his dedication and relentless efforts, Mr. Oon turned vision into reality. In May 2011, he successfully founded the Chinese Baijiu Association (Singapore), also known as CBAS, to spearhead the cultural and commercial promotion of baijiu in the region.

The establishment of CBAS marks a significant milestone in Singapore’s Food & Beverage industry. It has since attracted a wide membership base, comprising professionals from various sectors, and has been invited to join several other prestigious associations both locally and internationally.