China Moutai Celebrates Cultural Exchange at Bangkok Event

From September 27 to 29, 2025, the “Mou-Velous Key: Oriental Co-Brewing” event took place in Bangkok, Thailand, organized by the China Moutai International Inheritor Work Department. This three-day event gathered Moutai inheritors from China and abroad, local Thai distributors, business leaders, and cultural figures to foster Sino-Thai cultural exchanges through the medium of baijiu, a traditional Chinese liquor.

Participants engaged in meaningful discussions about local consumption habits and market characteristics, aiming to identify strategies for adapting Moutai products to Thai preferences. Key focus areas included enhancing the flavor pairings of Moutai with Thai cuisine, which is essential for appealing to local consumers.

The event featured a visit to the Thai-Chinese Chamber of Commerce, where attendees shared insights into Moutai’s brewing craftsmanship and core values. A significant highlight was the inaugural China Moutai Domestic and Foreign Inheritors Seminar, which concentrated on brand internationalization. Inheritors advocated for an “innovation according to local conditions” approach, suggesting that Moutai should align its promotion efforts with local festivals and utilize short videos to connect with younger audiences abroad.

During a themed dinner party, inheritors emphasized the importance of enhancing cultural and emotional ties between Moutai and global consumers. They outlined plans for cultural exhibitions and public welfare activities to achieve this goal. Guests at the dinner were captivated by presentations from cultural lecturers, who highlighted Moutai’s unique blend of history and culture.

The event represents a strategic initiative for Moutai to solidify its presence in the Thai market. By engaging in localized exchanges and cultural innovations, Moutai aims to promote dialogue between Oriental brewing traditions and Thai culture, ultimately injecting new energy into its international outreach efforts.

This gathering not only served as a platform for business discussions but also underscored the brand’s commitment to preserving its heritage while adapting to contemporary markets. By fostering connections and understanding between cultures, Moutai seeks to carve a niche in the global marketplace, enhancing its reputation and accessibility among international consumers.