A Cultural Bridge in the Heart of New York
Wuliangye, one of China’s most renowned baijiu producers, has taken centre stage in New York’s iconic Times Square with the launch of a captivating 3D advertisement. Featuring a lovable animated panda, this visual spectacle delivers a heartfelt message of harmony and cultural unity to welcome 2025. The campaign underscores Wuliangye’s commitment to bridging cultural divides and fostering international collaboration.
The panda, a cherished symbol of China and global peace, represents Wuliangye’s heritage rooted in Sichuan Province. This region, famous for being the natural habitat of giant pandas, also serves as the birthplace of Wuliangye’s celebrated rich-fragrance baijiu. By embracing the theme of “Harmony in Diversity,” the advertisement showcases the vibrant charm of Chinese culture, inviting audiences worldwide to connect with the brand on a deeper level.
Expanding Horizons with a Unified Vision
Wuliangye’s Harmony-themed Global Tour exemplifies its ambition to bring Chinese baijiu to the world. With established marketing hubs in the Asia-Pacific, Europe, and the Americas, the brand has laid a strong foundation for its international growth. These centres are designed to not only enhance operational efficiency but also to deepen engagement with local cultures.
Innovative product development has been a cornerstone of Wuliangye’s global strategy. Collaborations with esteemed global partners have led to unique offerings, such as the “Wuliangye Ziqidonglai,” which combines traditional craftsmanship with modern tastes. Additionally, the brand has introduced the “Destined Crystal Life” series, developed in partnership with Swarovski, which integrates traditional Chinese artistry with contemporary design, appealing to both heritage lovers and trend enthusiasts alike.
A Record-Breaking Year of Growth
In 2024, Wuliangye made significant strides by entering 21 new international markets. This expansion spanned duty-free stores, retail outlets, catering services, e-commerce platforms, and specialised channels, reflecting the brand’s versatility and commitment to meeting diverse consumer needs. A notable collaboration with Campari Group brought the “Wuliang Highball” to life, providing a refreshing take on baijiu cocktails for modern consumers.
The brand’s global appeal has been affirmed by its inclusion in prestigious rankings such as the “Global 500 Most Valuable Brands,” the “Top 50 Most Valuable Spirits Brands Globally,” and “Asia’s 500 Most Valuable Brands.” In December 2024, Wuliangye was once again featured in the World Brand Lab’s “World’s 500 Most Valuable Brands” for the eighth consecutive year, with its rank improvement leading the liquor industry.
A Legacy of Tradition and Innovation
Wuliangye’s success is rooted in its rich heritage, uncompromising quality, and ability to innovate. The brand’s mellow flavour and exceptional craftsmanship continue to win accolades and consumer loyalty around the world.
The Times Square 3D advertisement stands as a testament to Wuliangye’s dedication to cultural exchange and global harmony. It not only highlights the uniqueness of Chinese baijiu but also celebrates unity, diversity, and mutual respect—values that transcend borders. Through such initiatives, Wuliangye strengthens its position as a global cultural ambassador, sharing China’s timeless traditions with the world.
