Event Background
Promoting the internationalization of baijiu and sharing the charm of Chinese baijiu culture with the world has become a key agenda for baijiu enterprises. On July 10 local time, Wuliangye launched the 'He Mei Global Tour' in Paris, marking the beginning of a journey to share the harmony of Chinese baijiu with the world. To celebrate the 60th anniversary of China-France diplomatic relations and the China-France Year of Culture and Tourism, the first stop of the 'Wuliangye He Mei Global Tour' was set in France, aiming to bless the enduring friendship between China and France.
Core Highlights
The event, themed 'Encountering the World, Harmonious Coexistence,' featured traditional Chinese musical performances of French classics, the concept launch of a China-France harmony limited edition gift box, the Wuliangye 'He Mei Global Tour' launch ceremony, and a 'Harmony Night' tasting dinner.
The design sketch and concept of the 'Wuliangye · China-France Harmony' limited edition gift box were unveiled on site. The design sketch was then sealed in a traditional lacquer box symbolizing the cultural origins of China and France. The gift box will be officially launched in 2024 to commemorate the 60th anniversary of China-France diplomatic relations.
At the event, Zhu Jingyi, founder of Nanmen Calligraphy, created a calligraphy scroll reading 'Wuliangye He Mei Global Tour.' After being signed by guests and stamped with the 'Paris Seal,' the scroll symbolized the tour's departure from Paris.
During the tasting dinner, classic Wuliangye was paired with Western-style dishes prepared using traditional Chinese cooking techniques, blending the two cultures. Fabrice PROCHASSON, President of the French Chefs Association, introduced the exceptional quality of Wuliangye and how to appreciate it.
Related Services
Towin Expo provided exhibition design and construction services for the Wuliangye 'He Mei Global Tour' France stop, including overall venue planning, booth construction, and brand display area design, helping Wuliangye perfectly present its brand image in Paris.
Industry Insights
The internationalization of baijiu has become an industry trend. Enterprises are sharing Chinese baijiu culture with the world through overseas themed events, limited edition gift box launches, and cultural fusion tastings. Exhibition design and construction play a crucial role in overseas brand promotion, as professional booths and event spaces effectively enhance brand recognition and experience.
Summary
Wuliangye's 'He Mei Global Tour' launched in Paris, featuring a launch ceremony, limited edition gift box concept unveiling, and tasting dinner, showcasing the fusion of Chinese baijiu culture and French culture. Towin Expo provided exhibition design and construction services to support the event's success.