Moutai Returns to its Origin of World Fame, 110 Years from its Debut on Panama Expo

SAN FRANCISCO, Dec. 15, 2025 /PRNewswire/ -- On December 7^th and 8^th, visitors lined up to see the wonder of a Moutai themed event at the Palace of Fine Arts in San Francisco. Moutai, the renowned Chinese baijiu brand, made its debut outside China on Panama Expo in the city 110 years ago. By celebrating the 110-year-anniversary, Moutai restated its commitment to indulging spirit lovers around the globe and demonstrated the brand philosophy sitting on aging. The grand event offered an immersive and engaging experience to know about the Chinese baijiu, past and present.

I. Returning to the Origin: Coordinates of a Liquor and a City in Time

The bond between Moutai and San Francisco dates a long while back.

In 1915, the Panama-Pacific International Exposition was held in San Francisco. This world's fair, the largest in the first half of the 20th century, lasted nearly 10 months, becoming a collective memory for San Franciscans and an early celebration of globalization, as well as the starting point for Moutai's global expansion. Moutai,  stored in the earthenware jars, traveled across the ocean and made its international debut here, winning a Gold Medal. This has long been written into the shared  history of the brand and the City of San Francisco.

A century later, in 2015, San Francisco's then-mayor Edwin Lee designated November 12 as "San Francisco Moutai Day," recognizing the brand's role in fostering cultural exchange between China and the United States and strengthening local economic ties. The milestone made Moutai the first eastern brand to be honored with an official commemorative day in a major Western city - marking its evolution from a diplomatic spirit to a global cultural emblem.

By 2025, Moutai had grown into a global spirits powerhouse with a market value approaching 282 billion U.S. dollars, and had become one of China's most recognizable cultural ambassadors.

These three milestones clearly outline Moutai's wake to become a world-class player.  Moutai's global journey began with that 1915 Medal won in San Francisco. For a long time since 1949, Moutai had served as a cultural envoy in China's diplomatic events, extending China's warm hospitality to guests like President Nixon and those at the Geneva Conference. With the climbing of Moutai's production capacity, the famous baijiu has been gaining popular appreciation, and breaking its diplomats exclusive status. Today, Moutai is purposefully cultivating its world market while standing fast in its core production region and embracing ESG value, and a global community of "Moutai Aficionados" is gradually coming into being.

The return of the Moutai delegation, led by Group Vice General Manager Zhang Guichao, to its world fame origin in San Francisco is a latest move to stronghold the brand's global aspirations and a kind gesture to the northern American market.

II. Discovering Shared Memories: Activating Brand Resonance Through Historical Depth

The two-day cultural exhibition, "San Francisco: In Search of Our Shared Memories，A Chinese Brand's Perspective on 1915," was led by a replica of a 1915 Exposition commemorative postcard and unfolded through four chapters: "Shared Memory of 1915," "A World Progressing in 1915," "Moutai at the 1915 Expo," and "Setting Sail for 2025." This structure systematically brought this century-spanning memory back to life, creating a vivid and interactive dialogue space.

Guests enjoyed Moutai cocktails at the bar in the prologue hall, in a relaxed atmosphere filled with jazz music and began their exploration. American "Moutai Aficionados" enthusiastically viewed and discussed with their peers. The transcending from a commercial activity to a cultural event illustrates the wide recognition and trust Moutai has gained over the past century.

A unique art installation named Jinshan recreated the historical moment of the opening of the Panama Canal in moving projection, taking viewers back to that era of industrial wonders. The screen paneled wall, which recorded 31 participating countries and 18 million visitors in Panama Expo, also drew in crowds.

From the photos of the Chishui River wharf, by which Moutai was made, in the early 20th century, to the first employee roster of Moutai, the handwritten factory history, and finally that precious Expo medal, these tangible exhibits enabled the American public not only to "see the story", but also to "touch history", and to feel the Chinese national brand's holding fast on craftsmanship and ecological values.

The brilliance of the exhibition lay in skillfully integrating Moutai's brand history into the urban memory of San Francisco and the civilizational history of World Expos, providing a panoramic perspective for the century-old story. This method of showcasing "shared memory" effectively bridged cultural barriers, transforming Moutai from a historical award winner into an active storyteller and witness to history.

According to cultural scholars in San Francisco, this exhibition filled in a gap in the local memory of the Expo by providing an Eastern perspective. Moutai used material objects and vivid narratives to prove that cultural heritage and compelling brand stories could break cultural boundaries." For Moutai, the grand narrative of the exhibition itself was a direct expression of "Moutai embracing the world and growing in sync with global civilizations, and its vision." It made faded old photographs, authentic historical documents, precious archival materials, and warm urban memories interplay and shine, ultimately converging into a "cultural memory event" that the public could perceive, participate in, and inherit.

III. Toasting at "Moutai Night": Crafting Shared Value Through Aroma

On the evening of December 7, Kweichow Moutai hosted a Moutai Night to commemorate the 110 Years Journey to the World, honoring the 1915 Panama-Pacific International Expo Gold Medal and the 2015 Establishment of the 'San Francisco Moutai Day'.

Guests of distinguished political and business backgrounds from the United States, along with Chinese diplomats to the US, Moutai's American distributors and aficionados attended the celebration.

Moutai Group Chairman Chen Hua welcomed guests via video at the gala. "San Francisco is where our global story began," said Chen. "From here, Moutai's reputation spread and grew, evolving into the world's leading spirits brand and a truly global icon of Chinese craftsmanship." Chen noted that Moutai is made using one of the oldest and most intricate fermentation methods in the world, with every drop reflecting generations of Chinese skill and tradition. He also warmly invited guests to visit Guizhou to experience the unique terroir behind Moutai.

Representatives from the Chinese Consulate and San Francisco City Government congratulated Moutai on its dual-anniversary and recognized its positive role in promoting understanding, friendship and cooperation between China and the U.S.

During the banquet, guests enjoyed baijiu and fine cuisine along with meticulously arranged stage shows, including a short film named 1915 to 2025: Kweichow Moutai: A 110 Years Journey to the World. The Chinese and Western cultural elements in shows made an attempt to formulate shared value and raised heated talks among guests.

Through its series of events in the United States, Moutai demonstrates its commitment to actively integrating into the local market and takes the initiative to act as a friendly envoy promoting cultural exchange between the two countries.

From now on, when people recall the glory of San Francisco in 1915, the aroma of Moutai will become an indispensable footnote in those memories. As a world-renowned brand refined through millennia-old craftsmanship, Kweichow Moutai's journey with the world continues to intertwine with global cultural progress - together distilling the next century-long chapter.

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

Moutai Returns to its Origin of World Fame, 110 Years from its Debut on Panama Expo

Moutai Returns to its Origin of World Fame, 110 Years from its Debut on Panama Expo

Moutai Returns to its Origin of World Fame, 110 Years from its Debut on Panama Expo

• China and Türkiye projected to rise in popularity as global destinations among travellers from Southeast Asia and Europe
• Entertainment-led travel set to surge globally, including visits to amusement parks, concerts and franchise-themed attractions
• Travellers seeking nature, culture and immersive experiences across attractions

SINGAPORE, Dec. 15, 2025 /PRNewswire/ -- Trip.com Group today announced the top global travel trends for 2026, spotlighting leading destinations, standout attractions and events, and the evolving motivations influencing traveller motivations around the world.

Leading Global Destinations: Japan, South Korea and Thailand

Based on Trip.com Group's 2026 booking data, Japan is set to dominate as a top destination of choice next year, consistently ranked in the top three outbound destinations booked by travellers worldwide, including those from Indonesia, Malaysia, Singapore, South Korea and Thailand. Its two major cities – Tokyo and Osaka – are expected to see high demand from tourists globally, and likely to make it to the top 10 list of cities that international travellers plan to visit next year. 

Other popular destinations that are set to make their way into 2026 travel itineraries include China, Thailand, the United Kingdom and Vietnam.

Millennials or those aged 29 to 44 will form the largest group of travellers next year, and will contribute to almost half of the booking volume, followed by Gen Zs who are aged 15 to 28^[1].

Destinations Rising in Popularity: China and Türkiye

In recent years, China has emerged as a travel favourite with its broad appeal, rich cultural heritage and range of unique experiences. Trip.com's latest booking data shows that China is projected to be one of the fastest-growing and leading travel destinations among Southeast Asian (SEA) travellers in 2026, with triple-digit year-on-year growth expected in flight bookings across several SEA markets^[2]. In particular, travellers from Malaysia, Singapore and Thailand are on track to become the top source markets heading to China next year.

While major Chinese cities like Shanghai, Guangzhou and Chengdu are predicted to be the most popular among SEA travellers, cities such as Beijing, Harbin, Chongqing, Shenzhen and Xi'an are also likely to enjoy greater appeal, with flight bookings from SEA projected to surge year-on-year.  

This trend is expected to be similarly seen in Europe, as more look to explore further beyond the region. Destinations in Asia, such as China, Japan, Thailand and Türkiye, are slated to be some of the top holiday choices for European tourists next year.

Notably, travellers from the United Kingdom (UK) are set to rank among the top ten source markets heading to China in 2026, while Thailand and Türkiye are on track to become the top two outbound destinations for German travellers.  

Entertainment Boom: Theme Parks, Immersive Shows and Concert Travel

Across Asia, iconic theme parks such as Shanghai Disneyland Resort, Hong Kong Disneyland, and Universal Studios Japan will continue to drive tourism, ranked among the top attractions that travellers have on their 2026 itineraries.

Fan-driven attractions, such as Harry Potter studio tours and K-pop concerts, like Seventeen and Taemin, are expected to be highly sought after by international travellers, especially those coming from South Korea. Experiences based on well-loved global franchises such as Jurassic World: The Experience in Thailand and the EVANGELION Anniversary Exhibition in Tokyo are also set to be some of the top attractions travellers plan to visit next year.

In addition, travellers will be looking for more entertainment-led experiences when they go abroad, such as immersive shows and performances. Globally recognised productions such as Aladdin the Musical, Broadway shows (New York), The Sphere (Las Vegas) and The House of Dancing Water (Macau) are likely to be popular among international travellers^[3].

Attraction Trends: Nature, Culture and Alternative Journeys

A trend that will emerge among travellers from SEA and Germany is nature and adventure tourism, where interest to destinations like New Zealand and China will see an upward trend. Scenic spots like Milford Sound and the Glowworm Caves in New Zealand, as well as Wulong Karst in China, are on track to be some of the top attractions for these travellers next year.

Other nature-based attractions in China such as the Chimelong Safari Park in Guangzhou, as well as Mount Siguniang, Bipenggou and Huanglong National Scenic Area in Sichuan, are also set to be highly in demand with SEA travellers. 

In Europe, travellers will be keen to immerse themselves in the region's rich history, with cultural hubs such as the Louvre Museum in Paris, Sagrada Familia in Barcelona and Grossmünster in Zurich among the top-booked attractions for next year.

A predictive trend for next year is the rise of train and cruise journeys, where Trip.com Group's latest booking data suggests an increased interest in the scenic Arashiyama Sagano Romantic Train among Vietnamese travellers, while luxury cruises, such as Royal Princess Cruise and Opulence Cruise, are likely to be popular among German travellers^[4].

Rising Popularity of Self-driving Trips and EVs

Increasingly, travellers are becoming aware of their carbon footprint and are seeking more sustainable options when it comes to getting from place to place.

Trip.com's latest data shows that since the display of carbon labels in April 2025, there has been a steady growth of booking orders for electric car rentals month-on-month, significant especially in Norway, Australia and Japan. Fuelling this growth are travellers from Japan, Thailand, the US, South Korea and Australia. 

This is likely due to an overall increased interest in self-driving trips. In Europe and Australia, Asian travellers, especially those from South Korea, are choosing electric cars as their preferred mode of transport to explore at their own pace and comfort^[5]. 

2025 Wrapped: Who Travelled the Most This Year?

With 2025 coming to a close, Trip.com Group has also unveiled its 2025 travel wrap-up, crowning the most seasoned travellers for the year. Based on recent data, the average global traveller took 2.4 outbound flights this year, and the average flight duration travelled is 4.6 hours. Travellers departing from Southeast Asia, including Singapore, Malaysia and Indonesia are some of the top jet-setters, with an average of 3 or more outbound flights taken per person in 2025. Meanwhile, travellers from the UK and Germany spent the most time on flight this year, with an average flight duration of 5.7 hours or more per person^[6].

About Trip.com Group

Trip.com Group is a leading global travel service provider comprising of Trip.com , Ctrip, Skyscanner, and Qunar. Across its platforms, Trip.com Group helps travellers around the world make informed and cost-effective bookings for travel products and services and enables partners to connect their offerings with users through the aggregation of comprehensive travel-related content and resources, and an advanced transaction platform consisting of apps, websites and 24/7 customer service centres. Founded in 1999 and listed on NASDAQ in 2003 and HKEX in 2021, Trip.com Group has become one of the best-known travel groups in the world, with the mission "to pursue the perfect trip for a better world". Find out more about Trip.com Group here: group.trip.com.

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