Moutai Joins Korea–China Culture and Tourism Exchange, Expanding Brand Touchpoints in Korea with Distributor THE HQ

Brand presentations and tastings bring Moutai closer to consumers in Korea

MOUTAI, China's leading premium baijiu brand, announced on the 2nd that it had taken part in the Korea–China New Era Culture, Economy and Media Exchange event, held on the 24th of last month at Le Méridien Seoul Myeongdong, presenting the brand and its key products to guests in Korea.

Themed “Travel Guizhou Through Drama,” the event celebrated the Korean broadcast of the Chinese drama Deep in Wumeng (乌蒙深处). It aimed to energize exchange between Korea and China across a wide range of fields, from broadcast content to culture, tourism and the economy.

Officials from both countries and figures from the broadcasting, culture and tourism industries attended. The program included official remarks, a commemorative photo session, an introduction to the drama, cooperation programs in broadcasting and tourism, and a presentation on Guizhou's culture and tourism.

Moutai used the program to introduce its history, heritage and the character of its products. A tasting area was set up with Moutai products, dedicated tasting glasses and brand materials, and a brand introduction and tasting session let guests experience Moutai firsthand.

As Moutai's partner in Korea, its Korean distributor THE HQ prepared the venue, designed the tasting area and ran the program presenting the Moutai brand and products.

Going beyond a product showcase, the event also introduced the culture and traditions of Guizhou, Moutai's home region in China. In doing so, it naturally conveyed Moutai's long history and the distinctive brand value of sauce-aroma baijiu to key figures in Korea.

“This event gave us the chance to introduce Moutai's brand and products directly to a wide range of people in Korea,” a THE HQ representative said. “As Moutai's Korean distributor, we will keep creating more ways for people in Korea to experience Moutai through culture, tourism and brand marketing.”

As Moutai's Korean distributor, THE HQ is expanding domestic distribution and brand marketing, and plans to keep raising Moutai's profile and reaching more consumers in Korea through a variety of online and offline channels.