To continuously advance the cultivation of Guizhou Moutai’s international heritage ambassadors, promote interaction and mutual growth among domestic and international ambassadors, and enhance their sense of belonging and honor, the 2025 Moutai International Heritage Annual Event, themed “Borderless Harmony: The Domain of Five Senses,” was held on January 12 at the Guiyang International Eco-Conference Center. As one of the significant partners in Moutai’s globalization journey, Sinocan Supply Inc. Chairman Junqiang Ma and General Manager Lin Ma were invited to attend, along with Moutai’s international heritage ambassadors and distributors from around the world, to discuss the new future of Moutai culture’s global development.
Sinocan Supply Inc. Chairman Junqiang Ma
Sinocan Supply Inc. General Manager Lin Ma
Moutai’s international distributors and heritage ambassadors are cultural envoys, torchbearers of Moutai’s craftsmanship, and the backbone of its internationalization efforts. At the event, Sinocan Supply Inc. Chairman Junqiang Ma stated that Moutai is not only a symbol of China but also a bridge for global cultural exchange. As Moutai’s partner in the Canadian market, he expressed a deep sense of responsibility and highlighted the vast potential of Moutai culture in international markets.
Deputy General Manager of Guizhou Moutai Import and Export Co., Ltd., Li Huanjiang (left)
A Five-Senses Immersive Experience
The event featured a meticulously designed interactive exhibition area where participants could experience Moutai’s deep cultural heritage through historical narratives, beginning from the Shang and Zhou dynasties, flourishing in the Tang and Song dynasties, and reaching refinement in the Ming and Qing dynasties. This section unfolded like a beautifully crafted art scroll, immersing attendees in Moutai’s rich history.
Beyond Moutai’s historical culture, the theme of the event, “Borderless,” symbolized a gathering that transcends national boundaries, creating a shared space for Moutai appreciation and interaction. The event showcased artistic expressions through the five senses—smell, sound, taste, touch, and sight—offering a full-spectrum sensory feast. It encapsulated Moutai’s commitment to ESG sustainability with its principles of “coexistence, sharing, and mutual benefit,” showcasing the values of “symbiosis with all things” and “adherence to authenticity” embodied by Moutai’s craftsmanship.
- In the smell zone, guided by professional mixologists, participants created cocktails infused with Moutai and explored interactive scent installations to appreciate the unique aroma of aged Moutai.
- The sound zone featured interactive games that brought the sounds of Moutai’s ecological production to life.
- In the taste zone, Moutai was incorporated into traditional Chinese dishes such as dumplings and rice balls, allowing participants to savor the warmth of home alongside the flavors of Moutai.
- The touch zone highlighted Moutai’s craftsmanship through activities such as paper cutting and cloisonné enamel painting, letting participants feel the artisan spirit of Moutai.
- The sight zone combined theatrical performances and talks to present the historical legacy of Moutai.
Through this multisensory engagement, participants developed a deeper understanding and connection with Moutai’s cultural heritage.
Sinocan Supply Inc. Representatives Experience Crafting Moutai-Themed Crystal Diffusers
At the event, Moutai cultural sommeliers introduced Moutai’s history, brewing techniques, brand culture, and ESG philosophy with vivid storytelling, providing a comprehensive understanding of Moutai’s unique charm and cultural significance.
Carrying the Mission of Cultural Heritage and Co-Creating a Global Vision
As a key partner in Moutai’s internationalization efforts, Sinocan Supply Inc. General Manager Lin Ma stated that the theme of “Borderless” aligns perfectly with Moutai’s brand positioning of transcending national boundaries and blending cultures. He noted that this event not only reflected Moutai’s historical legacy but also its future aspirations. Moving forward, Sinocan Supply Inc. will work with Moutai Group to introduce the spirit and cultural richness of Moutai to Canadian consumers through innovative approaches. By combining the five-senses experience with Canadian cultural elements, Sinocan aims to foster a greater appreciation of Moutai and Chinese culture.
This themed event not only showcased and preserved Moutai’s cultural legacy but also provided a platform for exchange among Moutai’s international heritage ambassadors. It strengthened the cohesion of Moutai’s global network, fueling its internationalization journey. Sinocan Supply Inc. will continue to actively contribute to Moutai’s expansion in the Canadian market, helping to write a brilliant chapter in Moutai’s globalization story.
Moutai Ambassadors, Sinocan Supply Inc. Representatives, and Members of Guizhou Moutai Import and Export Co., Ltd. Unite to Promote the Moutai Slogan
This event demonstrated Moutai’s global influence as a cultural IP and provided invaluable opportunities for international partners, including Sinocan Supply Inc., to collaborate. Under the guidance of Moutai Group, Sinocan will continue to foster the growth of Moutai culture in international markets, driving its success to new heights and creating a brighter future for global cultural exchange.