THE HQ, Official Importer of Moutai, Sponsors the Seoul International Film Awards

“A distinctive brand experience that leads the premium spirits market”

THE HQ Co., Ltd., the official Korean importer of Moutai, China's finest liquor, took part in the 2025 Seoul International Film Awards as an official sponsor.

According to THE HQ on the 13th, its Moutai sponsorship at the awards ceremony, held on the 10th at Seoul Dragon City in Yongsan-gu, Seoul, brought a world-class liquor closer to culture and the arts and strengthened the brand's position in Korea. Moutai, China's national liquor with a century-old sauce-aroma tradition, is counted among the world's three great spirits, and was credited with adding prestige to the event.

“As the official importer, it is deeply meaningful to present Moutai, one of the world’s great liquors, at such a prestigious film awards,” said THE HQ CEO Woo Su-han. “We will offer a distinctive brand experience in Korea and lead the premium spirits market.”

The sponsorship is a strategic move by THE HQ to connect culture and the arts with the premium spirits market, and is expected to help grow Moutai's presence in Korea and raise its brand value.

Moutai is the signature sauce-aroma liquor of China. Despite its 53% alcohol content, it is known for being remarkably smooth, with sweetness and its distinctive sauce aroma in harmony, and for leaving almost no hangover. Sorghum is steamed nine times, fermented eight times and distilled seven times, then aged for at least three to five years—a process that gives Moutai its uniquely deep flavor. Products that demand such time and care carry both rarity and symbolic value.

THE HQ also runs New Hwacheong International Travel in Jeju, attracting Chinese tourists, including shore excursions for cruise passengers visiting the island.