Wuliangye’s New Year’s Greetings to the World from Times Square “`

115f2cf231adc53ac22f168f7251d18e Xinhua Silk Road: China's baijiu maker Wuliangye sends Spring Festival greetings to world at New York Times Square

BEIJING, Feb. 5, 2025 — Leading Chinese baijiu producer Wuliangye extended Spring Festival wishes globally via a January 27th, 3D Times Square, New York City advertisement.

This festive season’s display promoted Chinese values of peace and harmony, fostering greater international understanding and cooperation.

The ad featured an endearing animated panda unveiling a couplet signifying “harmony,” linking Wuliangye’s brand ethos with the Spring Festival, conveying China’s hopes for a harmoniously global future.

Traditional Spring Festival celebrations involve elaborate meals and toasts with baijiu. As a venerable baijiu, Wuliangye embodies Chinese social connections and aspirations, symbolizing Spring Festival festivities.

To celebrate the Year of the Snake, the first since UNESCO recognized the Spring Festival as an intangible cultural heritage, Wuliangye’s Times Square campaign conveyed well wishes while showcasing the allure of Chinese baijiu culture.

Wuliangye, crafted from sorghum, rice, glutinous rice, wheat, and corn, is the world’s first five-grain distilled spirit. Its ancient fermentation pits—a tangible cultural heritage site—have been in continuous use since the Yuan and Ming dynasties (over 700 years), imparting a unique flavor profile. Centuries of refining brewing techniques have culminated in Wuliangye’s distinctive taste and quality.

Wuliangye has actively expanded globally in recent years. Through its “Harmony Global Tour,” it has entered markets across five continents. To bolster its international presence, the company has established three international marketing centers in the Asia-Pacific, Europe, and the Americas, offering its products through duty-free shops, retail stores, restaurants, e-commerce, and specialized channels.

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