From November 13th to 15th, the APEC CEO Summit PERU 2024 series of events took place in Lima, Peru. Wuliangye, as the summit’s “Platinum Patner” and “Exclusive Chinese Liquor Partner,” made a remarkable appearance. The company participated in the summit’s opening ceremony, the APEC Business Leaders Summit Welcome Reception, and the “Sustainable Business Night in the Asia-Pacific”.
These activities marked the official launch of Wuliangye’s “Harmony and Beauty Global Journey” in Peru. Using baijiu as a cultural bridge, Wuliangye fostered closer ties and exchanges with the Southern Hemisphere, paving the way for Chinese baijiu, as a representative of Chinese culture, to reach a global audience.
APEC CEO Summit is the highest-level forum for leaders of APEC economies to discuss critical issues in the Asia-Pacific region and promote trade liberalization and economic cooperation. This year marks the 35th anniversary of APEC’s establishment, and the summit brought together prominent business leaders from across the Asia-Pacific region under the theme “People, Business, Prosperity.” The theme reflects APEC’s commitment to fostering economic cooperation among member economies, driving economic growth, and achieving shared prosperity.
Promoting development through openness has become a global and contemporary imperative. Since 2019, Wuliangye has consistently focused on the themes, insights, and outcomes of APEC meetings, actively participating in the APEC CEO Summit series of events.
The company has shared its innovative practices and explorations in areas such as sustainable development and internationalization. By using baijiu as a cultural bridge, Wuliangye has facilitated global trade exchanges, cultural interactions, and mutual learning among civilizations, contributing to a resilient and sustainable future for the Asia-Pacific region.
In its sixth collaboration with APEC, Wuliangye brought the “Eastern Flavor” distilled from millennia-old craftsmanship and profound historical heritage to the “World Heritage City” of Lima. This exchange of ideas and cultures promoted mutual appreciation among diverse civilizations and underscored the importance of sustainable development. Guests from around the world experienced a grand “Harmony and Beauty” celebration, highlighting Wuliangye’s vision of fostering cultural synergy and global cooperation.
At the Asia-Pacific Sustainable Business Night, Wuliangye presented an exquisitely designed booth showcasing its legacy, with products ranging from the first to the eighth generation of Wuliangye. Highlights included the Jiachen Year of the Dragon Zodiac Commemorative Baijiu, the Wuliangye Panda Commemorative Baijiu, and the creatively crafted “APEC CEO Summit PERU 2024 & Wuliangye Co-Branded Gift Set,” which made a stunning debut. These offerings vividly conveyed the story of Wuliangye as one of the earliest Chinese brands to expand internationally, consistently embracing global development with openness and confidence.
The co-branded gift set featured a rich interplay of Chinese and Peruvian cultural elements. Iconic symbols such as the Temple of Heaven, peonies, the giant panda, and one of Wuliangye’s historic distilleries, “Lichuan Yong”, represented China, while the llama, Cantuta flower, and Machu Picchu reflected Peru. This seamless blend highlighted the profound cultural heritage of both nations and exemplified the spirit of “harmony in diversity”. It set a “Harmony and Beauty” tone for fostering dialogue and understanding across the Asia-Pacific region and the broader world.
Accompanied by the melodious strains of the Peruvian classic El Condor Pasa, hailed as “the most beautiful song in the world,” nearly a thousand summit representatives and distinguished guests gathered at the Asia-Pacific Sustainable Business Night to toast and savor the iconic Wuliangye.
They expressed great admiration for its rich, harmonious “Harmony and Beauty” flavor and the cultural essence of “mutual appreciation in diversity.” Guests applauded Wuliangye’s dedication to expanding its presence in international markets and its commitment to bringing the unique taste of the East to global consumers.
In recent years, Wuliangye has actively participated in major international exchange events such as the World Expo, APEC, China International Import Expo, and Boao Forum for Asia. Leveraging these prestigious global platforms, Wuliangye has showcased the unique charm of Chinese baijiu while serving as a dedicated inheritor and promoter of China’s outstanding traditional culture. It has led to the innovative expression of both Chinese baijiu and Chinese culture on the global stage.
In 2023, Wuliangye officially launched its “Harmony and Beauty Global Journey”, a transnational cultural exchange initiative. The program has reached numerous countries and regions, including France, New Zealand, Chile, Hong Kong SAR, Brazil, Denmark, Finland, Italy, Austria, and the United States. Guided by culture and connected through fine spirits, Wuliangye has transcended geographical boundaries to follow the “Path of Harmony and Beauty”, fostering mutual understanding through cultural exchange, diversity, and innovation.
By exploring the resonance and integration of Eastern and Western civilizations, Wuliangye contributes to global trade, cultural dialogue, and shared prosperity. This initiative underscores its commitment to building a community with a shared future for the Asia-Pacific region.
“Fine spirits transcend mountains and seas, while art connects the world,” stated Xiao Hao, Director of Wuliangye Group Co., Ltd. He emphasized that fine spirits and music, as mediums of cross-cultural expression and exchange, not only link the world but also foster humanistic and commercial interactions.
Wuliangye remains committed to advocating the culture of “Harmony and Beauty,” using art as a bridge and fine spirits as a medium. The company strives to be a promoter of China’s rich traditional culture and a facilitator of exchanges between global classical cultures and arts. By advancing dialogue and integration among different civilizations, Wuliangye aims to contribute to building a more open, inclusive, diverse, and harmonious global society.
