China's liquor industry sets sail for ASEAN

Organized by the China Alcoholic Drinks Circulation Association, the "Baijiu & Beyond 2026 Chinese Fine Spirits Carnival" kicked off at the Phoenix International Food City in Bangkok on Thursday.

Under the theme "Decoding Chinese Fine Spirits, Co-creating an ASEAN Future", the three-day event marks a significant step in the Chinese liquor industry's strategic expansion into the Association of Southeast Asian Nations markets through a systematic, platform-based approach.

During the opening ceremony, representatives from both Chinese and Thai related organizations expressed a shared vision of fostering industrial dialogue and enhancing business cooperation.

In his opening speech, Presidium Chairman of the China Alcoholic Drinks Circulation Association Wang Xinguo emphasized the event's goal to decode the craftsmanship and cultural heritage of Chinese Baijiu, a clear and strong liquor famous in the country, while co-creating value with ASEAN markets.

On Thursday afternoon, the "China-Thailand Liquor Industry Expansion High-Level Closed-Door Meeting" took place, bringing together industrial leaders and decision-makers from related associations and enterprises.

The discussion covered issues, including market access, standard mutual recognition, and sustainable cooperation mechanisms. Comments focused on overcoming practical trade barriers and cultural misunderstandings, agreeing to establish a permanent industrial dialogue channel.

During the three-day event, trade matching sessions will be held, providing a productive platform for Chinese brands and regional liquor importers, distributors, and retailers.

In the main exhibition hall, several Chinese liquor brands such as Wuliangye, Gujing Distillery, Niulanshan Distillery, Guizhou Xi and Moutai Everlasting showcased a diverse array of Chinese liquor culture, which attracted numerous local buyers and industry professionals.

yangwanli@chinadaily.com.cn