PRESS RELEASE

Kweichow Moutai Sponsors Event Marking 34 Years of Korea–China Diplomatic Ties

Korea Post · Lee Gap-su 2 min read

Kweichow Moutai Sponsors Event Marking 34 Years of Korea–China Diplomatic Ties

THE HQ, the official Korean distributor of Kweichow Moutai, China's iconic premium liquor brand, sponsored an event celebrating the 34th anniversary of diplomatic relations between Korea and China, helping to broaden cultural exchange and friendship between the two countries.

On September 20, THE HQ took part as a sponsor of the “Thousand-Person Harmony Festival for the 34th Anniversary of Korea–China Diplomatic Relations, Chuseok and China's National Day” in Incheon, providing Moutai Feitian 53%, Kweichow Moutai's signature product, and running promotions on site.

Held under the theme “Golden Autumn in Incheon, a Brilliant Chapter,” the event brought together leading figures from many fields in both countries as well as members of the Chinese community in Korea. Through the official ceremony, celebratory performances and a dinner, guests reflected on 34 years of diplomatic ties and shared a time of exchange and harmony.

Moutai Feitian 53% for the dinner, plus a brand experience space

THE HQ supplied Moutai Feitian 53%, Kweichow Moutai's flagship product, for the event dinner.

At the venue entrance, a Kweichow Moutai photo zone and promotional table let guests take commemorative photos and experience the product and brand firsthand.

Through product sponsorship and on-site promotion, THE HQ connected with the Chinese community in Korea and people working in Korea–China exchange, supporting friendship between the two peoples.

Leading figures from Korea and China pose for a photo at the Thousand-Person Harmony Festival for the 34th Anniversary of Korea–China Diplomatic Relations, Chuseok and China's National Day.
Leading figures from Korea and China pose for a photo at the Thousand-Person Harmony Festival for the 34th Anniversary of Korea–China Diplomatic Relations, Chuseok and China's National Day.

CEO Woo Su-han: “Good liquor brings people together”

Speaking on behalf of the sponsors, THE HQ CEO Woo Su-han highlighted the meaning of Chuseok and the value of exchange over a shared drink.

“The Mid-Autumn Festival is a precious holiday when family and neighbors share their affection,” Woo said. “Good liquor connects people and lets us share friendship and blessings.”

“As we share the warmth in a glass of Kweichow Moutai today, I hope this meaningful gathering grows into a lasting bond that brings Korea and China even closer,” he continued. “I sincerely hope the friendship and cooperation between our two countries will flourish even more beautifully.”

“Together with Kweichow Moutai, THE HQ will strive to be a strong bridge connecting the culture and friendship of Korea and China,” he added.

Representatives from Korea and China and members of the Chinese community in Korea attend the event marking the 34th anniversary of Korea–China diplomatic relations in Incheon.
Representatives from Korea and China and members of the Chinese community in Korea attend the event marking the 34th anniversary of Korea–China diplomatic relations in Incheon.

New groundwork for community rights and AI industry cooperation

The event also marked the launch of the Overseas Chinese Rights Protection Center in Korea and the Chinese Artificial Intelligence Industry Association in Korea.

A signing ceremony between community organizations and a range of Korean and Chinese cultural performances followed, strengthening cooperation within the community and deepening cultural understanding between the people of both countries.

Building on this sponsorship, THE HQ plans to go beyond promoting the Kweichow Moutai brand and keep taking part in activities that widen cultural common ground and people-to-people exchange between Korea and China.