Celebrating Cultural Exchange through Art
Wuliangye’s “Harmony Global Tour” made a return to Paris, following its successful debut in the French capital last year. This highly anticipated tour launched its 2024 leg with a captivating Chinese-French art exhibition under the theme “Millennial History, Harmony in the World.” The event took place at the prestigious Marshal Hall of the Decorative Arts, where visitors were invited to experience the intricate relationship between art and the renowned Wuliangye liquor.
The primary aim of this exhibition is to build a fragrant bridge between China and France, using high-quality liquor as a medium for deepening friendship and cultural exchange between the two countries. The exhibition showcased remarkable works by top artists specializing in various forms of art, including painting, sculpture, and calligraphy. By fostering collaborations between Chinese and French artists, Wuliangye has opened new avenues for creativity and innovation, expanding the boundaries of imagination through the collision of different artistic perspectives.
Showcasing Chinese Heritage Abroad
One of the standout features of this year’s exhibition is the inclusion of several representative works from Wuliangye’s extensive collection of calligraphy and painting, marking a significant milestone in the innovative expression of Chinese culture abroad. This groundbreaking initiative reflects Wuliangye’s commitment to exploring the internationalization of Chinese baijiu and elevating the global appreciation of this traditional liquor. Visitors to the exhibition are treated to a harmonious blend of artistic talent and cultural narratives that highlight the beauty and depth of both Chinese and French heritage.
Strengthening Global Partnerships
In addition to the exhibition, Wuliangye’s activities in France included a pivotal meeting with the Michelin Group. On 23 September, Wuliangye representatives visited the headquarters of Michelin in Paris, where they were warmly welcomed to a high-end dinner event. During this gathering, both parties formalized their collaboration by signing a partnership agreement, designating Wuliangye as a global partner for the Michelin Guide for the years 2025 and 2026. This partnership underscores Wuliangye’s increasing prominence on the global stage and its commitment to aligning with prestigious brands that share its values of quality and excellence.
Expanding Global Reach
Since initiating its inaugural ‘Harmony Global Tour’ event in Paris last year, Wuliangye has expanded its presence to countries including New Zealand, Chile, and Brazil. This year, from 16 to 25 September, Wuliangye has embarked on an upgraded 2024 “Harmony Global Tour,” themed “Fragrance Meets the World, Harmony in Symbiosis.” This iteration of the tour involves exploration in Italy, Austria, and France, connecting cultures through the sophistication of high-quality liquor. Each stop on this journey serves as an opportunity to showcase Wuliangye’s dedication to cultural exchange and the promotion of its heritage.
A Commitment to Cultural Narratives
As Wuliangye continues to write a new chapter in its brand internationalization efforts, the “Harmony Global Tour” serves as a powerful platform to promote not only its products but also the rich cultural narratives that define its legacy. The combination of art, culture, and quality liquor positions Wuliangye as a leader in promoting international goodwill and understanding through shared experiences.
A Lasting Impact
In conclusion, Wuliangye’s journey in France this September is not just about showcasing its products; it is a celebration of the connections forged through art, culture, and the timeless tradition of fine liquor. The event promises to leave a lasting impact on attendees, further enhancing the appreciation for both Wuliangye and the cultural exchanges it fosters.
