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Xinhua Silk Road: Chinese Baijiu Brand Wuliangye's "Harmony Global Tour" Expands to U.S. and Peru to Foster Cross-Cultural Exchange
Wuliangye, a renowned Chinese baijiu producer, recently showcased its commitment to cross-cultural exchange by participating in key global events as part of its "Harmony Global Tour." Highlights included a concert in Washington, D.C., appearances at the 2024 Fortune Global Forum in New York, and the 2024 APEC CEO Summit in Lima, Peru. The initiative aims to foster integration and coexistence among civilizations, with baijiu serving as a cultural bridge.
On November 10, Wuliangye hosted the "Harmony Movement" Wuliangye Classic Chinese and Foreign Songs Chamber Concert in Washington, D.C. Renowned Chinese composer Zhang Zheng reimagined the "Wuliangye Theme Song," blending Western classical music with traditional Chinese baijiu culture, symbolizing the harmony between diverse traditions.
As the chief partner of the 2024 Fortune Global Forum in New York, Wuliangye showcased an array of products, including innovative cocktails that combined Chinese and Western styles. The exhibition served as a platform for cultural exchange and business collaboration.
At the 2024 APEC CEO Summit’s Asia-Pacific Sustainable Business Night in Lima on November 15, Wuliangye introduced special commemorative gift boxes combining Chinese and Peruvian elements. These gift boxes highlighted the harmony and coexistence of different cultures, reflecting the event's theme of sustainability and collaboration.
The Americas, one of Wuliangye’s earliest overseas markets, plays a key role in the brand’s global strategy. A Wuliangye representative noted the company’s focus on promoting Chinese culture through a "culture plus experience" approach. By leveraging the pairing of "Chinese cuisine and Chinese baijiu," Wuliangye seeks to engage local consumers, explore partnerships, and drive sustainable growth in international markets.
Through these initiatives, Wuliangye continues to position itself as a global ambassador of Chinese baijiu and culture, embracing diversity while fostering deeper connections worldwide.
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