Event Background
Coinciding with the World Chinese Entrepreneurs Convention, Yanghe Shares is accelerating its international expansion, with Southeast Asia becoming a key market in its overseas strategy. Yanghe has entered nine Southeast Asian countries including Malaysia, Vietnam, Myanmar, and Thailand, with the Malaysian market showing high acceptance of Yanghe's 'soft and mellow' baijiu. As the Mid-Autumn Festival approaches, the 'Dream Blue Handcrafted Global Tour' officially entered Malaysia, aiming to introduce Chinese baijiu culture to overseas consumers through high-quality vintage baijiu.
Core Information
On September 11, the 'Dream Blue Handcrafted Global Tour' Southeast Asia debut was launched in Kuala Lumpur, Malaysia. Dream Blue Handcrafted is the first high-end vintage baijiu in China authorized by the China Alcoholic Drinks Association and certified by the Fangyuan Group, featuring 'real old liquor, real vintage, real handcraft, real skill.' During the event, the Malaysia Yanghe Baijiu Culture Experience Center also opened, integrating brand display, product experience, sales, and business banquets, presenting Yanghe's history, craftsmanship, and artisan culture through artistic exhibitions. Sun Jianwei, President of the Malaysia Jiangsu General Chamber of Commerce, and Dato' Kong Linglong, Treasurer of the Malaysia Chinese Chamber of Commerce, highly praised the product, calling it 'a living artifact in the glass, a work of art in time, and soft gold in the collection world.'
Related Services
Towin PR, as an event planning company, provided brand launch and commercial event execution services for the 'Dream Blue Handcrafted Global Tour' Malaysia stop. Specifically, it planned and executed the opening ceremony of the Malaysia Yanghe Baijiu Culture Experience Center, designed an oriental-themed product exhibition area, organized the designated baijiu segment for the closing banquet of the World Chinese Entrepreneurs Convention, and sponsored the 'Celebrating 50 Years of Malaysia-China Diplomatic Relations & Chinese Quyi Silk Road Mid-Autumn Gala' Quyi performance. Through professional event planning and execution, Towin PR helped Yanghe establish its brand in the Southeast Asian market.
Industry Insights
The internationalization of Chinese baijiu is accelerating. Yanghe has been enhancing its global brand influence by participating in international events such as the World Chinese Entrepreneurs Convention, the Davos Forum, and the G20 Summit. This Southeast Asia trip, Yanghe used the high-end vintage baijiu 'Dream Blue Handcrafted' as a vehicle, combined with cultural experience centers and Quyi performances, to explore new models for baijiu going global. Industry analysts believe that baijiu companies need to maintain traditional brewing techniques while innovating international expressions, and the professional execution capabilities of event planning companies play a key role in this process.
Summary
The 'Dream Blue Handcrafted Global Tour' Southeast Asia debut was successfully held in Malaysia, and the concurrently opened Yanghe Baijiu Culture Experience Center has become a new window for China-Malaysia cultural exchange. During the event, Yanghe Dream Blue was the designated baijiu for the closing banquet of the World Chinese Entrepreneurs Convention and sponsored the Mid-Autumn Quyi special, further solidifying its high-end brand image. Towin PR, through professional event planning and execution, helped Yanghe achieve brand establishment and cultural dissemination in the Southeast Asian market.