Baijiu Festival kicks off in Malaysia and Singapore, led by Shede Spirits
Shede Aged Baijiu Festival Emphasizes Southeast Asia's Importance for Global Expansion
Shede Spirits, a leading Chinese baijiu brand, recently hosted the Shede Aged Baijiu Festival in Malaysia, highlighting the strategic importance of Southeast Asia for their international growth.
The region's deep-rooted Chinese communities and natural cultural affinity for baijiu make Southeast Asia a cornerstone for Shede's global strategy. This cultural connection fosters a strong market foundation and emotional resonance for their premium aged baijiu products.
At the festival, Shede emphasized their commitment to leveraging baijiu as a cultural bridge to deepen ties between China and Southeast Asia. By transforming baijiu into a medium for global cultural exchange, they aim to share Chinese heritage and foster a sense of unity.
Guo Guangchang, Chairman of Fosun International, reaffirmed Fosun's commitment to propelling Shede Spirits and Chinese baijiu culture onto the world stage. With Fosun's support, Shede plans to expand its footprint by forming more partnerships with local distributors, integrating aged baijiu into Southeast Asian lifestyles, and achieving sustained overseas profitability and growth.
Shede's strategy is guided by long-termism, supported by investments in production capacity and R&D. They aim to solidify their brand as the most beloved Chinese baijiu in Southeast Asia through product innovation and cultural outreach.
The event, held on August 3, also featured a charity auction, with all proceeds donated to Universiti Tunku Abdul Rahman to support the advancement of Chinese education and academic development in Malaysia. Distinguished guests at the event included Lee Thai Hung, Guo Guangchang, Pu Jizhou, Wu Yifei, Tang Hui, Yang Xiao, and representatives from Malaysian business circles.
Lee Thai Hung, Deputy Director-General of Tourism Malaysia, lauded Shede Spirits for fostering China-Malaysia cultural exchange and charitable initiatives. Shede Spirits Chairman Pu Jizhou reflected on the enduring friendship and cultural bonds between China and Malaysia, emphasizing baijiu’s symbolic cultural value, linked to Shede’s origins in Sichuan, China.
Shede Spirits has rapidly expanded into 40 countries and regions worldwide, achieving both overseas profitability and sustained growth. They will further leverage their "Aged Baijiu + Culture" model to explore new pathways for sustainable overseas growth and champion Chinese baijiu culture.
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Technology plays a crucial role in Shede Spirits' expansion strategy, as they invest in research and development to innovate their aged baijiu products.
Shede aims to integrate technology into their marketing efforts, using it to deepen the emotional resonance of their premium aged baijiu products in Southeast Asian markets.
