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.
Appointments & Designations
新加坡中国白酒有限公司
Singapore China Baijiu Pte Ltd
董事长
Managing Director
欧亚喜环球有限公司
Oasis Global Pte Ltd
董事长
Managing Director
新加坡中国白酒协会
Chinese Baijiu Association (Singapore)
会长
Chairman
新加坡贵州商会
Guizhou Business (Singapore)
会长
Chairman
华夏文化促进会
Huaxia Cultural Hub
名誉会长
Honorary Chairman
新加坡贵州会
Guizhou Association (Singapore)
名誉会长
Honorary Chairman
世界粤菜厨皇协会（新加坡分会）荣誉会长
World Master Chefs Association For Cantonese Cuisine (Singapore Chapter)
荣誉会长
Honorary Chairman
新加坡广东会馆
Singapore Kwangtung Hui Kuan
荣誉会长
Honorary Chairman
新加坡围棋协会
Singapore Weiqi Association
荣誉会长
Honorary Chairman
新加坡象棋总会
Singapore Xiangqi General Association
永久名誉会
Honorary Chairman for life
新加坡酒文化学会
Singapore Wine Culture Association
永久名誉会
Honorary Chairman for life
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
(Still Operational)
Malaysia
Opening ceremony on 27th September 2006
(operating until 2011)
Cambodia
Opening ceremony on 29th September 2006
(operating until 2008)
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. Yun also served as the distributor for Jian Nan Chun in Singapore, formally introducing the brand to the local market. At that time, Jian Nan Chun’s retail packaging prominently featured the word “Singapore,” marking the brand’s official entry into the Singapore market—an important and proud milestone in its international expansion. Concurrently, Mr. Yun began laying out a comprehensive Southeast Asian baijiu distribution network, establishing Singapore’s first Moutai Specialty Shop, which remains in operation today, as well as Moutai Specialty Shops in Cambodia (operated until 2008) and Malaysia (operated until 2011). However, the devastating 2008 Wenchuan earthquake caused severe damage to the Jian Nan Chun distillery and its surrounding facilities, leading to a significant drop in production capacity and a temporary halt in sales. In recent years, with the distillery’s strong recovery and renewed growth, Mr. Yun looks forward to reintroducing Jian Nan Chun to the Singapore market when conditions are right, continuing the brand’s overseas legacy.
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.
2018Foundation and Recognition
In 2018, Singapore China Baijiu Pte Ltd was formally established, marking a significant milestone in the company’s development and regional presence. In the same year, the company was honored by Kweichow Moutai Group with the prestigious “Feitian Ambassador Award,” in recognition of its outstanding contributions to the promotion of Moutai and Chinese baijiu culture overseas. Additionally, the company and its achievements were featured by CCTV-4 Chinese International Channel in the program “Chinese World (华人世界)”, further highlighting its influence and role within the global Chinese community.
2019Rising Recognition
In 2019, Singapore China Baijiu Pte Ltd continued to strengthen its brand presence and operational excellence, receiving the “Outstanding Brand Operations Award” from Wuliangye Group, in recognition of its strong brand management and market execution capabilities. In the same year, the company was featured in special reports by CCTV-4 Chinese International Channel’s “Singapore Chinese World” program, as well as People’s Daily · Singapore Chinese Edition, further enhancing its credibility and influence within the overseas Chinese community and across major international media platforms.
2025Authoritative Recognition
In 2025, Singapore China Baijiu Pte Ltd achieved major milestones in brand representation and market expansion, being officially appointed as the sole authorized distributor of Guizhou Xijiu in Singapore, and as an official distributor of Jian Nan Chun in the Singapore market. In the same year, the company was featured in a special report by Jiemian News, a leading Chinese business and finance media outlet, underscoring its professional capabilities and growing influence in advancing the international presence of Chinese baijiu.