BANGKOK — China’s prestigious spirits sector has initiated a comprehensive strategic push into Southeast Asian markets with the inauguration of the “Baijiu & Beyond 2026 Chinese Fine Spirits Carnival” in Thailand’s capital. The three-day event, hosted at Phoenix International Food City, represents a methodical platform-driven approach to market expansion within the Association of Southeast Asian Nations region.
Organized by the China Alcoholic Drinks Circulation Association, the carnival operates under the thematic banner “Decoding Chinese Fine Spirits, Co-creating an ASEAN Future.” The opening ceremony featured addresses from both Chinese and Thai industry representatives who collectively emphasized strengthening industrial dialogue and commercial collaboration between the nations.
Wang Xinguo, Presidium Chairman of the China Alcoholic Drinks Circulation Association, articulated the event’s dual mission during his inaugural address: to demystify the intricate craftsmanship and cultural legacy underlying Chinese Baijiu while simultaneously establishing shared value creation frameworks with ASEAN partners. The distilled spirit, renowned for its clarity and potency, occupies a central position in China’s drinking culture.
Concurrent with the public exhibition, industry leaders convened for the “China-Thailand Liquor Industry Expansion High-Level Closed-Door Meeting.” This gathering of association representatives and corporate decision-makers addressed critical operational challenges including market entry protocols, standardization alignment, and sustainable partnership structures. Participants consensus emerged around resolving practical trade impediments and cross-cultural misconceptions, culminating in agreements to institute permanent industry communication channels.
The carnival serves as a dynamic commercial nexus, featuring dedicated trade matching sessions that connect prominent Chinese distilleries with regional importers, distributors, and retail operators. Exhibition halls showcase diverse expressions of Chinese liquor culture through displays from industry giants including Wuliangye, Gujing Distillery, Niulanshan Distillery, Guizhou Xi, and Moutai Everlasting, attracting substantial attention from local buyers and sector specialists.
This initiative marks a significant evolution in China’s alcoholic beverage export strategy, transitioning from traditional distribution methods to integrated cultural and commercial exchange platforms designed to foster long-term regional integration.