Cultural Marketing｜Emotional Marketing｜Media Marketing
In 2023, as a practitioner dedicated to promoting Chinese culture and baijiu culture, Singapore China Baijiu Pte Ltd made significant progress on the path of cultural heritage. Through a variety of vibrant activities and exciting programs, we not only showcased the charm of Chinese culture to the world but also highlighted the unique appeal of baijiu culture.
01
Events
The company’s marketing activities covered five major areas: cultural promotion, arts and sports, public welfare and charity, cross-sector collaboration, and brand promotion. Over the past year, we continued to explore and innovate, promoting Chinese culture and baijiu culture through diverse forms of events.
01
Spring Festival Moutai Appreciation Dinner
On February 2, Singapore China Baijiu Pte Ltd, the Singapore distributor of Guizhou Moutai, hosted the “2023 Spring Festival Moutai Appreciation Dinner.” The event was grand and festive, taking the Spring Festival as the starting point to fully showcase the premium quality and cultural charm of Moutai, deepening local consumers’ understanding of the brand. The dinner used Moutai as a medium to closely unite the local Chinese community, immersing guests in the rich charm of Moutai while allowing more people to experience the festive atmosphere of the Lunar New Year.。
02
30th Anniversary of Spring City Overflowing with Chinese Affection
On March 30, Singapore China Baijiu Pte Ltd warmly congratulated the successful celebration of the 30th Anniversary Gala of Spring City Overflowing with Chinese Affection. Distinguished guests included Singapore’s Minister for Culture, Community and Youth & Second Minister for Law Edwin Tong, Senior Parliamentary Secretary for Sustainability and the Environment & Transport Baey Yam Keng, Chinese Embassy Chargé d’Affaires Zhang Xumin, former Member of Parliament Chan Soo Sen, and Director of the Singapore Chinese Cultural Centre Xiao Jianghua. Chairman of Singapore China Baijiu Pte Ltd, Mr. Yun Weilong, was invited to attend this grand celebration.
03
Mother’s Day Tribute
On May 9, Singapore China Baijiu Pte Ltd, together with Guizhou Moutai, celebrated Mother’s Day with the elderly at Qiongzhou Le Shan Ju. Employees presented carnations and exquisite pastries to the seniors, spending a warm and unforgettable day with them. The atmosphere was filled with laughter and joy as the elderly held flowers with happy smiles and took photos to capture the beautiful moment. Some even picked up microphones to sing, moving with the rhythm, fully enjoying the warmth and happiness of the occasion.
04
Baijiu Culture Tour
In May, for the first time in three years, Singapore China Baijiu Pte Ltd organized a Baijiu Culture Tour for baijiu enthusiasts. Participants cherished the rare opportunity to visit packaging workshops and baijiu industrial parks, gaining a detailed understanding of the long history, cultural heritage, and craftsmanship of baijiu brewing.
05
JIU ASIA Exhibition
On May 25, JIU ASIA 2023 Spirits Festival officially opened! Co-organized by Singapore China Baijiu Association and Singapore China Baijiu Pte Ltd, the event brought attendees on a fascinating baijiu journey. The exhibition attracted many baijiu lovers and industry professionals. We specially prepared a “Baijiu 101” seminar to introduce the history, craftsmanship, and deep cultural heritage of baijiu, enabling more people to appreciate its unique charm.
06
Father’s Day Tribute
On June 16, Guizhou Moutai distributor Singapore China Baijiu Pte Ltd held a “Grateful Father’s Day” event at Qiongzhou Le Shan Ju. Recognizing Father’s Day as a special occasion to express gratitude to fathers worldwide, the company brought warmth and care to the elderly. Beyond material support, we emphasized meaningful conversations, interviewing seniors to hear their thoughts and memories of Father’s Day.
07
Dragon Boat Festival Dumpling-Making Event
On June 20, to celebrate the Dragon Boat Festival, Singapore China Baijiu Pte Ltd hosted a dumpling-making event. As a traditional Chinese festival, the Dragon Boat Festival holds special meaning for the Chinese community. Under the guidance of teachers, participants recalled childhood memories through hands-on dumpling-making. We also invited friends from Switzerland, Germany, and India to join, hoping to promote cultural exchange in Singapore’s multicultural society through such immersive experiences.
08
Visit from Guizhou Federation of Industry and Commerce
On June 29, Singapore China Baijiu Pte Ltd, Singapore China Baijiu Association, and the Singapore Guizhou Chamber of Commerce hosted a banquet to welcome the delegation from the Guizhou Federation of Industry and Commerce. Former Minister of State for Education Chan Soo Sen attended. The evening featured vibrant performances including Malay dance and Indian songs, reflecting Singapore’s multicultural inclusiveness. Guests enjoyed warm exchanges and lively conversations, reinforcing our vision of building a cultural and commercial bridge between China and Singapore.
09
Racial Harmony Day Xiangqi Tournament
On July 22, Singapore China Baijiu Pte Ltd sponsored the 3rd “Chan Soo Sen Cup” Racial Harmony Day Xiangqi Open Tournament at Bishan Community Club. True culture is everlasting, and Moutai thrives through culture. This tournament not only promoted the heritage of Xiangqi but also beautifully blended Moutai’s cultural spirit with Singapore’s local festive traditions, attracting more locals to appreciate Chinese baijiu culture and once again showcasing Moutai’s elegance in Singapore.
10
Singapore Xiangqi Association Triple Celebration Dinner
On August 3, the Singapore Xiangqi Association held its awards ceremony at Millennium Hall. Honorary Advisor and former Minister of State Chan Soo Sen attended as a distinguished guest, calling on everyone to support Xiangqi so that it shines on the international sports stage. Over 200 guests attended the event to celebrate the players’ achievements. President Lin Guan Hao expressed gratitude to Permanent Honorary President Yun Weilong, noting that the association’s current success is due to his generous support and sponsorship.
11
Baijiu Culture Lecture & Tasting Event
On July 23, a Chinese Baijiu Culture Seminar and Tasting Event was held at the Singapore Chinese Cultural Centre, with Singapore China Baijiu Association President Yun Weilong in attendance. As the sponsor, we showcased five brands—Moutai, Moutai Golf, Xijiu, Guojiao 1573, and Wuliangye—promoting traditional baijiu culture and brand spirit. Bringing Chinese baijiu to Singapore and the world has always been our mission, and we look forward to continued collaboration with renowned brands.
12
International Cultural Festival Martial Arts Tournament
On August 13, the “Meet in Singapore, Martial Arts for the World” Belt and Road Singapore International Cultural Festival and 5th International Martial Arts Tournament was grandly launched at Singapore Sports School. As sponsor, Guizhou Moutai distributor Singapore China Baijiu Pte Ltd promoted Chinese culture and martial arts on the international stage, showcasing the charm of this traditional art through a spectacular competition.
13
Sentosa Baijiu Masterclass
On September 18, the Sentosa Baijiu Culture & Tasting Masterclass was successfully held at Soi Social, Resorts World Sentosa. Senior management from Sentosa’s dining division attended the event, which introduced baijiu’s origins, brewing craftsmanship, and tasting techniques. Participants were guided to observe color, appreciate aroma, and evaluate taste and finish. The elegant and professional atmosphere offered participants a deeper appreciation of baijiu.
14
Mid-Autumn Moutai Appreciation Dinner
On September 28, Singapore China Baijiu Pte Ltd, distributor of Guizhou Moutai, hosted a memorable Mid-Autumn Festival Dinner at SAFRA Mount Faber. On this special day, we celebrated reunion, joy, and blessings with our guests. By closely integrating Chinese culture with Moutai, we enhanced Moutai’s reputation and recognition internationally, leaving a strong impression of the brand’s presence in Singapore.
15
Moutai Coconut Breeze Marathon
On October 7, Singapore China Baijiu Pte Ltd sponsored the “Moutai Coconut Breeze Marathon Challenge” at West Coast Park. The half marathon covered 21 km and attracted 150 runners of different ages. The event linked baijiu with health, sports, and lifestyle, enhancing Moutai’s sense of social responsibility and conveying the vision of a “beautiful life” in a “beautiful era.”
02
YunTV
YunTV programs promoted cultural exchange and mutual learning, advancing cultural diversity and integration, while also opening a door for deeper interaction with audiences.。
01 有人说 ∙ 华乐季
This program opened a window into Chinese musical instruments, allowing us to appreciate the charm of Chinese music and culture. With veteran performers, music scholars, and passionate enthusiasts sharing their stories, the program conveyed the emotions and artistic expression unique to Chinese music.
02 带你吃遍新加坡
In its third season, followed two hosts as they explored the stories behind eight types of cuisine, discovering the traditions and innovations that make them special. Together, we explored Singapore’s culinary world, savoring the essence of its multicultural heritage.
03 美食冤家
The new program Food Rivals premiered with humor and fun, taking viewers on a lighthearted food adventure across Singapore to discover hidden gems of affordable local cuisine.
03
多元狮城
This creative project highlighted themes such as local cuisine, landmarks, hawker centres, local Mandarin terms, worship places, and unique murals, all presented through the lens of Chinese baijiu.
01 Local Cuisine
The Diverse Singapore – Local Cuisine poster series explored the richness of Singapore’s food culture, aiming to promote cultural diversity and help audiences better understand Singapore’s culinary traditions, using food as a bridge for cultural and emotional connection.
02 MRT
Singapore’s modern Mass Rapid Transit (MRT) system is a vital part of the city’s operations. Singapore China Baijiu Pte Ltd designed playful interactions featuring the Merlion and baijiu-themed mascots to make the MRT series engaging and unique.
03 城市风貌
With creative design, baijiu bottles were integrated into Singapore’s cityscape. Through photography, we showcased iconic architecture, landmarks, and cultural symbols, highlighting the beauty, diversity, and vibrancy of the city while presenting its distinctive cultural depth and social harmony.
In the past year, thanks to our efforts, Chinese culture and baijiu culture have been more deeply and widely promoted in Singapore. In the coming year, we will continue to advance together, delivering more creative and impactful activities and programs to spread the essence of Chinese culture and baijiu culture further and deeper, offering audiences worldwide rich and diverse cultural experiences. Singapore China Baijiu Pte Ltd will further preserve and showcase the unique beauty of Chinese culture, making baijiu culture a bridge for cultural exchange.