Chinese baijiu giant Wuliangye has launched a new 3D advertisement in New York’s iconic Times Square at the start of 2025. The eye-catching display, featuring an animated panda, aims to send a message of “harmony” to a global audience, promoting the brand and Chinese culture at large.
The advertisement features a playful, animated panda, a symbol closely associated with China’s southwestern Sichuan province, the birthplace of both the giant panda and Wuliangye’s renowned baijiu. The panda’s appearance in the ad is intended to foster deeper international cooperation and cultural exchange. By using this beloved image, Wuliangye seeks to engage audiences worldwide, conveying the theme of “Harmony in Diversity” and showcasing the unique appeal of Chinese culture.
Wuliangye, one of China’s leading baijiu brands, has long aimed to increase its global presence. The launch of this new advertisement marks the latest step in the company’s ongoing global expansion strategy, which has seen it move from being a domestic brand to a recognised name on the world stage. Wuliangye has launched the “Harmony-themed Global Tour” to further strengthen its international outreach, having already set up key marketing centres in the Asia-Pacific region, Europe, and the Americas.
In its efforts to appeal to international markets, Wuliangye has partnered with globally renowned spirits groups and launched products specifically designed to suit global tastes. One such product is the “Wuliangye Ziqidonglai” (Purple Air Comes from the East), which blends traditional baijiu flavours with international trends. Additionally, the brand has teamed up with Swarovski to create the “Destined Crystal Life” series, a range that marries traditional Chinese heritage with modern luxury.
In 2024, Wuliangye expanded its international reach by entering 21 new overseas markets, bringing its products to duty-free outlets, retail stores, e-commerce platforms, and restaurants worldwide. The brand has also collaborated with Campari Group to develop new cocktail offerings, including the “Wuliang Highball,” providing global consumers with even more diverse options for enjoying the spirit.
Wuliangye’s success has not gone unnoticed on the global stage. The company has been listed in the “Global 500 Most Valuable Brands” and the “Top 50 Most Valuable Spirits Brands Globally.” In December 2024, Wuliangye was once again included in the “World’s 500 Most Valuable Brands” list released by World Brand Lab, marking the eighth consecutive year the brand has earned this prestigious recognition. Its ranking has increased significantly, setting it apart within the liquor industry. The brand was also named one of the “50 Most-Favoured Chinese Brands” by international voters, further cementing its global standing.
As Wuliangye continues its efforts to build a global footprint, the company remains committed to promoting the rich heritage and unique qualities of baijiu, with an emphasis on cultural exchange and international collaboration. Through its innovative marketing strategies, such as the latest 3D ad in Times Square, Wuliangye is working to introduce Chinese baijiu to new audiences worldwide and strengthen its position in the global spirits market.
