The 7th WCIFIT | Kweichow Moutai Showcases the Charm of Oriental Culture with "Kweichow Moutai, Fragrance Spreads Worldwide"

From May 22 to 25, 2025, the 7th Western China International Fair for Investment and Trade (WCIFIT) is being grandly held at the Chongqing International Expo Center. This year's WCIFIT, themed "New Western China, New Manufacturing, New Services", has attracted enterprises, investors, and guests from multiple countries and regions around the world to gather and participate in the event. As a representative of Chinese national brands, Kweichow Moutai, under the theme "Kweichow Moutai, Fragrance Spreads Worldwide", brings its flagship products and innovative cultural experiences to Hall N2 of the Modern Industry Exhibition Zone (Booth No.: N2-A05), presenting to the world the millennium-old craftsmanship and Oriental aesthetics of Chinese baijiu through an immersive cultural space.

The Moutai exhibition zone draws inspiration from traditional Chinese garden landscapes, incorporating the corporate core values of "Following Nature and Respecting, People Understanding Principles and Upholding Virtue" into the spatial design. Taking the Chishui River ecology as its vein, the exhibition zone uses arrangements of stacked hills and flowing waters, winding paths leading to secluded spots, to create an immersive scene of "Heaven and Humanity Brewing Together." The theme color "Dark Gauze Red" is complemented by the elements of "Plum, Orchid, Bamboo, and Chrysanthemum", echoing the philosophical concept of "Harmony Between Nature and Humanity", while highlighting Moutai's ultimate pursuit of quality and character. As visitors stroll through, they can not only sense the ecological code of the Chishui River but also, through displays of millennium-old brewing techniques, touch the profound heritage of Chinese civilization.  

Through the narrative style of "Mountains and Rivers as the Scroll, Four Seasons as the Rhythm", the exhibition hall elevates the birth of a bottle of Moutai into an Oriental story of harmony between heaven, earth, and people. On site, the Moutai family series products are displayed, and interactive sections such as brand promotion and tasting experiences are set up. While savoring the fine Moutai liquor, global businesses experienced in depth the craftsmanship and cultural heritage behind it. With themes of "Chishui River Ecological Code" and "Wisdom of Millennium Craftsmanship", the booth adopts a combination of multimedia and physical exhibits to vividly interpret Moutai's concept of "Harmony between Heaven, Earth, and People in a Bottle of Liquor".  

In this exhibition, Kweichow Moutai not only showcases its leading position in the baijiu industry but also strengthens its international brand influence through cultural export. The exhibition zone, crowded with visitors, has become a cultural highlight of WCIFIT and attracts many domestic and foreign guests to stop and engage in exchanges.

Kweichow Moutai's participation in this WCIFIT is not only a brand showcase but also a vivid practice of bringing traditional Chinese culture to the world. In the future, Moutai will continue to take quality as its foundation and culture as its soul, writing a new chapter of "Fragrance Spreads Worldwide" on the global stage, allowing the world to understand China's craftsmanship and philosophy through a cup of liquor.

Source: Chongqing International Expo Center