Ms. Wang Yan, Chairperson of the Organizing Committee of the Global Diplomats' Night of Chinese Culture and Founder of LOOKWE , visited Chang'an International Club.

Recently, Ms. Wang Yan, Chairperson of the Organizing Committee of the Global Diplomats' Night of Chinese Culture and Founder of LOOKWE , visited Chang'an International Club for exchanges. The two sides reached an important consensus on the strategic cooperation between the Chang'an sauce-flavored liquor brand and the Global Diplomats' Night of Chinese Culture event, and jointly explored how to use culture as a bridge to let the fragrance of Chinese liquor spread to the world.

Ms. Wang Yan (first from left), Chairperson of the Organizing Committee of the Global Diplomats' Night of Chinese Culture and Founder of LOOKWE

During the meeting, Chairwoman Wang Yan and Ms. Wang Jia, President of Chang'an International Club, had in-depth exchanges and determined the strategic cooperation direction between the Chang'an Maotai liquor brand and the Global Diplomats' Chinese Culture Night event. This cooperation will rely on the high-end international platform of the Global Diplomats' Chinese Culture Night, and promote the brand promotion and cultural dissemination of Chang'an Maotai liquor globally through a model of cultural exchange first and economic and trade cooperation.

       Chairwoman Wang Yan stated, "Chinese baijiu carries a profound cultural heritage and serves as an important vehicle for conveying Chinese stories and spreading Chinese civilization. As a representative Chinese baijiu brand, Chang'an Sauce Liquor, with its rich cultural connotations and unique brewing techniques, is fully capable of becoming a cultural ambassador in diplomatic settings."

        The Global Diplomats' Night of Chinese Culture is an important cultural exchange platform that emerged in response to the national "Belt and Road" initiative. It is currently the most influential, highest-level, and largest-scale non-governmental public diplomacy event in China. Since its inception by LOOKWE in 2015 , the event has received strong support and active participation from embassies of more than 170 countries in China, and the organizing committee is jointly composed of embassies of 66 countries in China.

The collaboration between Chang'an Baijiu and this platform will allow diplomats from various countries to gain a deeper understanding of Chinese Baijiu culture and its historical heritage by incorporating tasting sessions and cultural displays into various diplomatic cultural activities.

Ms. Wang Jia, President of Chang'an International Club, stated, “It is a great honor to partner with the exceptional platform of the Global Diplomats' Chinese Culture Night. The name 'Chang'an' is not merely a brand name; it carries profound historical and cultural significance. It represents openness and inclusiveness, symbolizes the glory of the Silk Road's starting point, and serves as a cultural symbol connecting the past and present and facilitating global communication. Our Chang'an sauce-flavored liquor encapsulates this millennium of elegance and craftsmanship in a single glass. I believe that this experiential exchange combining culture and appreciation will more vividly and directly enhance diplomats' understanding and appreciation of Chinese culture. Our in-depth collaboration with the Global Diplomats' Chinese Culture Night will bring this unique gift from Chang'an, belonging to China, to the world. Let us look forward to this exquisite nectar, imbued with the secrets of Chinese civilization, becoming a fragrant bond connecting friendship and cooperation among nations.”

Diplomatic resources are invaluable. Actively leveraging and making full use of diplomatic resources is an irreplaceable and precious resource for expanding markets, enhancing international vision, and increasing brand influence.

Diplomats, as bridges and envoys connecting China and the world, are both witnesses and disseminators. The Global Diplomats' Night of Chinese Culture has built an open, fair, standardized, transparent, and participatory bilateral and multilateral economic, cultural, and trade system, creating a highly innovative and leading global service platform for people-to-people diplomacy.

Chairwoman Wang Yan emphasized: "Cultural diplomacy is a catalyst for business cooperation. Diplomats enhance brand recognition through cultural activities, which can effectively promote the overseas expansion of Chinese brands. Chang'an Baijiu's appearance at the diplomat event transforms baijiu culture into a global emotional bond, which can significantly enhance brand premium, attract mainstream social attention, and indirectly promote business cooperation."

During this visit and exchange, both sides also had in-depth discussions on how to leverage the Global Diplomats' Night of Chinese Culture platform to promote the brand of Chang'an sauce-flavored liquor worldwide.