#China #Beijing #Boao Forum #Baijiu #Wuliangye

Wuliangye Celebrates 25 Years of Boao Forum Partnership

Wuliangye, a leading Chinese manufacturer of Baijiu, recently celebrated its 25-year partnership with the Boao Forum for Asia (BFA) during the annual conference held from March 24 to 27, 2026. As an honorary strategic partner and designated spirit supplier, Wuliangye played a pivotal role in the forum that focused on themes such as “Shaping a Shared Future: New Dynamics, New Opportunities, New Cooperation.” This marks the ninth consecutive year Wuliangye has been a partner of the forum, highlighting their commitment to global strategy and presence.

The event was vibrant, showcasing Wuliangye’s innovative products through various engaging activities. The company set up a dynamic demo space at their booth, designed around zodiac themes and inspired by the excitement of the Football World Cup. Attendees enjoyed an interactive pop-up experience that featured a unique cocktail zone managed by robots and themed games. Through these activities, Wuliangye aimed to present a modern twist on their traditional offerings, making them appealing to both domestic and international audiences.

At the opening plenary session, Wuliangye’s representatives participated actively, joining the board meetings and a gala dinner to celebrate the 25th anniversary of the forum. On March 26, the brand hosted an evening reception where they showcased three distinct cocktails crafted from their diverse range of products with alcohol content of 29%, 39%, and 52%. Each cocktail symbolized gratitude for the past, recognition of the present, and hopeful vision for the future, resonating deeply with the themes of cooperation and unity discussed throughout the event.

Adding to the celebration, Wuliangye initiated the “Boao Consumption Season,” a campaign that ran from March 20 to April 30 across all duty-free and retail channels in Hainan. This initiative included promotional activities and interactive campaigns aimed at engaging consumers and enhancing their experience with Baijiu. It allowed patrons to learn more about the product while enjoying special offers designed to deepen their appreciation for this beloved spirit.

Wuliangye’s participation in the Boao Forum is not just a celebratory moment but a strategic element of their broader mission to expand globally. The brand has successfully launched its “Harmony Global Tour,” reaching 19 countries and regions, positioned firmly within the ranks of leading global spirits brands. To support this expansion, Wuliangye has established three international marketing centers in the Asia-Pacific region, Europe, and North and South America and has opened several restaurants in major cities including Hong Kong, Tokyo, and Singapore. This effort signifies the brand's intention to integrate Chinese Baijiu into local cultures, forging connections that bridge traditions and modernity.

As Wuliangye continues its journey on the international stage, it remains dedicated to preserving its heritage while innovating to meet the evolving preferences of consumers worldwide. The celebration of the Boao Forum’s milestone serves as a testament to Wuliangye’s role not only in the Baijiu industry but also in facilitating cultural exchange and fostering partnerships that support a shared and prosperous future.