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M outai’s core objectives for this year’s TFWA Asia Pacific Exhibition & Conference are to fully showcase its profound brewing heritage, unique craftsmanship and core brand value to global travel retail stakeholders; to deepen strategic cooperation with leading duty free operators across Asia Pacific; to advance its consumer-centric internationalisation strategy; to expand its high-end retail footprint in key regional hubs; and to build a sound, sustainable global travel retail ecosystem, thereby elevating Moutai’s international development from ‘going global’ to ‘taking root globally’. Fei Lin, Deputy General Manager of Guizhou Moutai Import & Export Co., Ltd. explains that two flagship products are being premiered at TFWA Asia Pacific Exhibition & Conference, which are tailored for the global travel retail market: • Moutai ‘Walk Into’ Series (UK, France, Japan, Italy, Greece, Singapore): “A culturally inspired collection that incorporates iconic design elements from the UK, France, Japan, Italy, Greece and Singapore. It is designed to facilitate cross-cultural dialogue and demonstrate the inclusiveness and openness of Chinese baijiu on the world stage.” • KweichowMoutai (China Pavilion, Expo 2025 Osaka): “A limited-edition collaborative release tied to our partnership with a world-class international event, positioning Moutai as a cultural envoy linking China and the globe.” Travel retail exclusive products hold pivotal strategic significance for Moutai’s global expansion. “This channel serves as our ‘golden corridor’ and ‘cultural bridgehead’ for internationalisation, acting as a premium showcase for global high-net- worth consumers,” says Fei Lin. “Exclusive offerings address core international market demands, including traceable authenticity, collectible limited editions and travel-friendly innovative formats, while acting as portable cultural symbols that convey Chinese craftsmanship and traditional culture. Our new products are prioritised for travel retail channels, and we are systematically developing a dedicated travel retail-exclusive product portfolio in phases.” The travel retail channel is a core strategic pillar of Moutai’s global layout. “We position it as a three-in-one hub integrating brand presentation, cultural communication and organic sales conversion,” Fei Lin explains. “Beyond being a sales terminal, it is the primary touchpoint for international consumers to discover and understand Moutai. Moving forward, we will strengthen terminal network synergy and data-driven empowerment, transforming brief passenger encounters at airports into long-term brand loyalty and sustained consumer relationships.” Asia Pacific is Moutai’s core overseas market and a top-priority region for strategic growth. The region boasts strong consumer recognition of Chinese baijiu and high acceptance of the Moutai brand, providing a solid foundation for international expansion. “We are focusing on deepening our presence here through close collaboration with local duty free operators, covering major international airports and downtown duty free stores, and adapting to regional cultural preferences,” says Fei Lin. “Asia Pacific will remain our key growth engine and strategic springboard for global development.” Moutai is debuting at TFWA Asia Pacific Exhibition & Conference this year. “As a leading global event for the travel retail industry, it provides an exceptional platform for us to engage with top-tier international travel retail partners, exchange cutting-edge industry insights, showcase Moutai’s brand essence and product strengths, and further solidify and expand our strategic layout in the Asia Pacific travel retail market,” Fei Lin adds. B2 / 2-V7 Moutai advances international travel retail strategy with exclusive launches Tuesday 12 May 2026 24 T F W A D A I L Y