#USA #New York #Spring Festival #Baijiu #Wuliangye

Wuliangye's 3D Spring Festival Greetings at Times Square

On January 27, 2025, Wuliangye, one of China’s foremost baijiu producers, made a splash in New York City’s iconic Times Square. In a creative display marked by 3D artistry, this initiative was not merely about advertising alcoholic beverages but rather a heartfelt message of Spring Festival cheer sent across the globe.

A Message of Harmony

The advertisement prominently featured an animated giant panda, a beloved symbol of China, who revealed an auspicious couplet that underlined the theme of 'harmony.' Wuliangye's branding unites the essence of the Spring Festival, representing not just celebrations but the traditional values of peace and mutual respect that resonate through Chinese culture.

Cultural Significance of Baijiu

For Chinese families, the Spring Festival is a time for togetherness, delicious meals, and toasts made with baijiu—China’s traditional distilled liquor. Wuliangye is unique in that it embodies over 700 years of heritage, having refined its production in ancient fermentation pits that trace back to the Yuan and Ming dynasties. Made from a blend of sorghum, rice, sticky rice, wheat, and corn, it is renowned not only for its flavor but its deep cultural ties.

This year marks a notable occasion as it coincides with the UNESCO recognition of the Spring Festival as part of the Intangible Cultural Heritage of Humanity. By initiating this advertising campaign, Wuliangye aims to share not only the festive spirit but also the rich cultural narrative that accompanies the beverage and the festival itself.

Global Expansion Efforts

In recent years, Wuliangye has expanded its footprint beyond China, venturing into multiple international markets as part of its