Usher in the New Year with the Jiang-Fragrance: 2020 Moutai "Chinese New Year" Overseas Celebration Events 辭舊迎新，醬香縈繞：2020 茅台「中國年」系列海外活動

At the beginning of a new year, everything takes on a completely new look. For Chinese compatriots living or working overseas, when the Chinese New Year is approaching, their homesickness will be much stronger as the New Year vibe gets more intense. Today, as Moutai, a proud national brand, gradually goes abroad and global, it also commits to bringing comforts to the overseas Chinese, smoothing their unsettling nostalgia. Since the first implementation of Moutai "Chinese New Year" overseas promotional events, our Chinese friends overseas have all been looking forward to this activity which combines fine liquor from China and customs of a traditional festival, hoping to have a taste of the hometown flavour hidden in Moutai liquor and to experience the festive atmosphere from the distant home. This year, Moutai respectively went to North America, Northern Europe, Southern Europe, Africa and Asia, etc., starting a new round of Moutai "Chinese New Year" overseas events of the year of the rat with local distributors, using the fragrance of Moutai as a medium to spread the culture and customs of the Chinese New Year to the whole world. 新年伊始，萬象更新。每當年關將至的時刻，對於身處異國他鄉的海外遊子而言，年味兒愈濃，思鄉的情愫便愈烈。如今， 隨著茅台走出國門，逐漸邁向全球，也致力於為海外華人華僑帶去了慰藉，撫慰著他們無處安放的鄉愁。自茅台「中國年」系 列海外行銷活動開展以來，海外遊子們便紛紛翹首以盼這一中國傳統佳釀與傳統節日相結合的活動，希望在新春佳節之際，品 嘗茅台酒中蘊藏的家鄉味道，感受故鄉的節慶氛圍。 今年，茅台攜手各國經銷商，分別來到北美洲、北歐、南歐、非洲和亞洲等地，開啟了鼠年新一輪茅台「中國年」系列海外活動， 讓中國新春年節文化、人文習俗伴隨著茅台酒香傳播到了世界各地。

CANADA 12 MARCH 2020

North America: Canada Toast to the Strong Nostalgia for Home 北美洲：茅台酒暖貴黔心，加國共敘故鄉情

"2020 Tianxia Guizhou Ren Spring Festival Gala" exclusively sponsored by Moutai was grandly held in Toronto, Canada, promoting the internationalization of Moutai while warming Guizhou people and friends' hearts. It was the first time for the gala to be held outside of China. The event gathered over 400 Guizhou fellows travelling from all over the world. They hung lanterns, wrote Spring Festival couplets and tasted Moutai together, expressing their love to their hometown in the heated New Year vibe. The gala was highly valued by both China and Canada. Han Tao, Consul General of the People's Republic of China in Toronto, presented at the gala with greetings and blessings from China. Several important politicians also addressed speeches at the gala representing Canada, including Canadian senator Victor Oh, Majid Jowhari MP and Han Dong MP, members of Canada's Parliament, David Piccini, Vincent Ke and Billy Pang, members of Legislative Assembly of Ontario. Besides the guests at the scene, some other honoured guests and celebrities also sent their New Year blessings through videos, such as Ye Xiaowen, Deputy Director of the CPPCC Cultural History and Learning Committee, Ouyang Ziyuan, President of Chinese Academy of Sciences, Chen Zuwu, a renowned Chinese historian, General Xiao Yusheng and famous singers Dai Yuqiang, Gong Linna. Moutai also invited Don, a fan of Moutai and an awardwinning bartender who invented over 30 original cocktail recipes, to make Moutai cocktails for the guests. Utilising the particular technique of cocktail-making from North America, Don delivered exquisite Moutai cocktails by mixing Moutai's Jiang-fragrance liquor with fresh rum and adding the unique Fernet-Branca as well as cranberry juice. Fellows from Guizhou and foreign friends who had a taste of the oriental flavour all enjoyed its uniqueness and mouth-feel so much. Aiming at enhancing the national sentiments of Chinese compatriots home and abroad, Moutai has been serving as a platform to present Chinese national customs and culture to friends overseas and promote the friendly relations between China and Canada. 由茅台獨家冠名的「2020 天下貴州人春節聯歡晚會」第一次 走出國門，在加拿大多倫多隆重舉行。在推動茅台國際化的同時， 也用家鄉的酒溫暖了貴州鄉友的心。來自世界各地的 400 餘位貴 州鄉友歡聚一堂，掛燈籠、寫春聯、品茅台，在濃濃的年味兒之中， 暢敘鄉情。 晚會受到了中加兩國的高度重視。中國駐多倫多總領事韓濤 到會祝賀，獻上了來自祖國的問候與祝福。加拿大聯邦參議員胡子 修，加拿大國會議員馬萬里、董晗鵬，加拿大安大略省議會議員柯 文斌、彭錦威、David Piccini 等政界人士代表加拿大致辭。晚會 還通過視頻為加拿大貴州鄉友送上了全國政協文化文史和學習委員 會副主任葉小文，中國科學院院士歐陽自遠，中國著名歷史學家陳 祖武，肖裕聲將軍和著名歌唱家戴玉強、龔琳娜等的新春祝福。 除此之外，茅台還邀請到了同為茅台愛好者、創造了三十多 項獨家雞尾酒配方的獲獎調酒師 Don，為來賓們調製茅台雞尾酒。 Don 利用北美獨有的調製方式，將香醇濃郁的茅台醬香系列酒與 清新的朗姆酒混合，再添加獨特的費厄奈特布蘭卡苦酒、蔓越莓果 汁，調製出了一杯杯精美的茅台雞尾酒。貴州鄉友以及慕名而來的 外國友人們，紛紛嘗試這來自東方的瓊漿玉露，表示茅台酒的獨特 醬香與醇厚口感，讓人流連忘返。 茅台以增進祖國同胞與海外華人華僑的民族情感為宗旨，將 中國的民族風貌與文化風情展示給海外友人，力爭推動中加兩國友 好關係的進一步發展。

NORWAY

Northern Europe: Norway The Wave of Jiang-Fragrance Flowed into the Chinese Spring Festival Gala 北歐：茅台為挪威華人春晚注入「醬香風潮」

"2020 Chinese Spring Festival Gala in Norway" was held in Oslo Concert Hall. Moutai joined hands with "Moutai Norway As", the local distributor, to bring a wave of Jiangfragrance into the event. Over 150 honoured guests showed up at the scene and delivered their truthful blessings, enjoying the fine liquor and the moment of union with people from China and Norway. The guests included Yi Xianliang, Chinese Ambassador to the Kingdom of Norway, Nikolai Astrup, Minister of Digitalisation in Norway, Dagfinn Høybråten, Former Minister of Health and Care Services in Norway and representatives from embassies of nearly 30 countries in Norway. Moutai tailor-made two cocktails called "Moutell" and "Mou-Lucky". The sweet fruity flavour and the mellow liquor flavour collided perfectly. Their tastes were built up by layers and lingered on the tips of the guests' tongues with a smooth mouth-feel. The perfect match of these colourful Moutai cocktails and dazzling delicious food served in the event brought out a grand feast surrounded by Jiangfragrance to the guests. After a few drinks, the Chinese Spring Festival Gala finally kicked off in the spotlight, which was attended by a cluster of celebrities such as Wang Han and Wang Haoyang, TV hosts from Hunan Satellite TV, the famous Chinese figure skater Zhang Dan, singers including Zheng Yunlong, Ping An and Wang Kai, as well as over 100 Chinese compatriots in Norway and Norwegian artists. They gathered together

to present a wonderful performance to the audience from China and Norway, showing the greatness and profoundness of Chinese culture in all dimensions. Everything was successful as Ambassador Yi Xianliang concluded in the event: "The annually-held Chinese Spring Festival Gala is a grand occasion among Chinese community in Norway. The great support from Moutai for the event also let friends and fellows from Norway see the cultural confidence and development tendency of such a national brand." 「文化中國·中挪同春 2020 挪威華人春節聯歡晚會」活動在 奧斯陸音樂廳舉辦。茅台攜手挪威經銷商 Moutai Norway As 為 此次意義非凡的活動注入了一陣「醬香風潮」。中國駐挪威大使易 先良，挪威數字化事務大臣阿斯特魯普、前衛生大臣赫布羅滕，以 及近 30 國駐挪威大使館代表等 150 余位嘉賓出席了酒會現場，為 當地友人送去來自中國的祝福，也帶領中挪民眾共品佳釀、享受團 圓。 茅台亦為此次酒會量身打造「茅爹利」和「茅利是」兩款茅 台雞尾酒。甜美細膩的果香與白酒的剛醇碰撞出了絢麗的火花，美 酒入口，茅台雞尾酒層次豐富的醇香、細膩順滑的口感便綻放于嘉 賓們的舌尖，久久不能散去。色彩豔麗的茅台雞尾酒與琳琅滿目的 簡餐美食相搭配，為嘉賓們奉上了一場醬香馥鬱的饕餮盛宴。 酒至酣處，一場聲勢浩大的中挪華人春節聯歡晚會在眾人的 矚目之中拉開了帷幕。晚會現場眾星雲集，湖南衛視主持人汪涵、 王昊暘，中國花樣滑冰運動員張丹，鄭雲龍、平安、王凱等中國演 藝界名流，百余名來自挪威的華僑華人以及挪威藝術家彙聚一堂， 將一台精彩紛呈的演出呈現給廣大中挪民眾，令現場觀眾全方位領 略到了中華文化的博大精深。 正如中國駐挪威大使館大使易先良在活動中提及：「一年一 度的華僑華人春節聯歡晚會是旅挪僑界的一件盛事，茅台對此次活 動提供的大力支持，更充分讓挪威友人、華人華僑看到了中國民族 品牌的文化自信與發展態勢。」

Southern Europe: Greece The Odour of Moutai Spread through Athens 南歐：「茅香」彌漫雅典，掀起中國風潮

Moutai "Chinese New Year" overseas event arrived at Athens, the capital of Greece. Zhang Qiyue, Chinese Ambassador to Greece, Lina Mendoni, Minister of Culture and Sports in Greece, Apostolis Dimitropoulos, Secretary General for Higher Education in Greece, Wang Dingguo, Deputy Director of Chongqing Culture and Tourism Development Committee, Ren Ren, Director of China Cultural Centre, all attended the event and greeted the Chinese New Year along with more than 400 Chinese compatriots and foreign friends from all sectors of society in Greece, representatives of Chinese institutions and overseas students while enjoying the fine liquor from China. On that very day, enchanting Jiang-fragrance kept coming out of the booth elaborately set up by Moutai which contrasted finely with other booths with Chinese characteristics. The combination of the mellow Moutai liquor and delicate Chinese food not only enabled our Chinese compatriots overseas to have a taste of home, but also demonstrated the food culture representing characteristics and customs of the Chinese nations to 茅台「中國年」系列海外品牌活動來到希臘首都雅典。中國 friends in Greece, guiding them to explore and experience 駐希臘大使章啟月，希臘文化和體育部部長 Lina Mendoni，希臘 "a bite of China". As the night fell, the gala officially kicked 教育部高教秘書長 ApostolisDimitropoulos，重慶市文化和旅遊 off. The performances on stage brought folk customs of 發展委員會副主任王定國，雅典中國文化中心主任任刃均蒞臨活動 Sichuan and Chongqing regions to Greece such as singing 現場，與 400 餘位希臘社會各界友好人士、旅希華僑華人、中資 performance "Xiajiang Ballad", dance performance adapted 機構和留學生代表一同品鑒中國佳釀，共迎中國新年。 from poetry of the Tang Dynasty "Night Rain in Sichuan" 活動當天，茅台精心設立於現場的展位，散發著陣陣迷人醬香， and dance performance combined with elements from 與各類極富中國特色的展位相映成趣。香醇的茅台美酒與可口的中 Sichuan opera "Buffoon", showing the quintessence of 國美食相搭配，讓身處異國他鄉的華人華僑品嘗到了地道的「家鄉 Chinese culture and its unique charm to the audience. 之味」，同時也向希臘友人展示著代表中華民族個性與傳統的飲食 "All great ancient civilizations were similar to each other, 文化，帶領他們一同探索、體驗舌尖上的中國與中華文化。當晚， familiar with each other and close to each other." These 萬眾矚目的「跨國春晚」隆重舉行。充滿著川渝風情的《峽江情歌》、 three phrases accurately described the deep friendship 根據唐詩《夜雨寄北》改編的舞蹈《巴山夜雨》、川劇風格濃厚的 between China and Greece, two of the major nations with 舞蹈《丑角》等節目悉數登場，為現場觀眾呈現了中華國粹的獨特 an ancient civilization, which also specified the objective of 魅力。 promoting the interflow and mutual learning between two 「偉大的古老文明都是相似、相知、相親的。」六字箴言， countries for national brands like Moutai. This time, Moutai 道出了中希兩個文明古國源遠流長的深厚友誼，也明確了茅台等中 "Chinese New Year" event managed to enhance Greeks' 國民族品牌持續推動兩國文化交融互鑒這一目標。此次茅台「中國 understanding to Chinese culture and provoke the national 年」活動進一步加深了希臘友人對於中華文化的瞭解，激發了旅希 sentiments from Chinese fellows in Greece. 華人華僑的民族情感。 ATHENS MOUTAI MAGAZINE 15

NAMIBIA Africa: Namibia Enjoy the Cultural Feast with Moutai 非洲：茅台與納米比亞民眾共襄文化盛宴

Upon the 30th anniversary of the establishment of diplomatic relations and the beginning of comprehensive political mutual trust and all-dimensioned strategic cooperation between China and Namibia, the Embassy of the People's Republic of China in the Republic of Namibia, Chinese Ministry of Culture and Namibian Ministry of Foreign Affairs jointly organised the unprecedented "Chinese Spring Festival Gala 2020 Namibia". Cooperating with the local distributor, Moutai successfully brought folk customs of the Chinese New Year to Namibia and presented Moutai's high-end quality, cultural connotation, development trend and the concept of social responsibility to both Chinese and Namibian people. Zhang Yiming, Chinese Ambassador to the Republic of Namibia, Netumbo Nandi-Ndaiwah, Deputy Prime Minister of Namibia, Namibian Minister of Finance Calle Schlettwein and wife, Minister of Trade and Industry Tjekero Tweya, Minister of Land Reform Nujoma Utoni and wife all attended the gala. Some other well-known public figures such as the President of Namibia Association of Industrial and Commercial Enterprises as well as heads of large-scale central enterprises and state-owned enterprises which took part in the construction of "The Belt and Road Initiative" in South Africa merrily got together to enjoy Moutai and the joyous Chinese New Year. During the gala, Ambassador

Zhang Yiming thoroughly introduced Moutai as a proud national brand from China, including its brand value and inheritance value as an intangible cultural heritage as well as all international awards it obtained in the past years. On the stage, the brilliant performances performed by the musical and opera artists from China won endless applause from the audience. The Chinese-accent audiovisual feast up there and the mellow Moutai liquor under the stage enhanced each other's beauty, bringing out a grand cultural feast integrating visual enjoyment, audio enjoyment and taste enjoyment to local friends and Chinese compatriots. The Chinese culture embedded in Moutai quietly soaked into hearts of the guests like spring rains, and aroused our local Chinese fellows' emotional resonance. 值 2020 年中國與納米比亞建交 30 周年及兩國開啟全面政治 互信和全方位戰略合作之際，中國駐納米比亞大使館、中國文化部、 納米比亞外交部聯合舉辦了一場盛世空前的「納米比亞華人華僑春 節晚會」。茅台攜手納米比亞經銷商成功將中國新春佳節的民俗風 情帶入了納米比亞，更將茅台品牌的高端品質、文化內涵、發展態 勢以及社會責任理念呈獻給中納民眾。 中國駐納米比亞大使館張益明，納米比亞副總理 Netumbo Nandi-Ndaiwah，納米比亞財政部部長 CalleSchlettwein 及夫人， 納米比亞貿工部長，納米比亞土地改革部部長及夫人，納米比亞工 商企業協會會長等大批社會名流，以及參與南部非洲「一帶一路」 開發建設的大型央企、國企領導歡聚一堂，一同品鑒中國醬香佳釀， 體驗中國年的喜慶祥和氛圍。活動中，中國駐納米比亞大使館張益 明更親自就茅台這一中國民族品牌、非物質文化遺產的品牌價值、 傳承價值及歷年獲得的各項國際殊榮等向與會嘉賓作了詳細介紹。 舞臺上，來自中國的歌舞劇藝術家帶來的精彩紛呈的演出引 得嘉賓們喝彩聲不斷。舞臺之下，醬香馥鬱的茅台美酒，則與極具 中國風韻的視聽盛宴交相輝映，為當地友人及華人華僑們帶去了一 場集視覺、聽覺、味覺享受于一體的文化盛會。茅台酒中蘊藏的中 華文化仿若春風細雨般悄無聲息地浸潤著嘉賓們的心田，勾起了當 地華人華僑們的情感共鳴。

Asia: Singapore Moutai Encountered the Art of Folk Songs and Dances 亞洲：茅台在新加坡邂逅民族歌舞藝術

Moutai "Chinese New Year" overseas promotional event came to Singapore to celebrate the Chinese New Year with local friends and fellows, composing a beautiful movement with a high-standard concert gathering a number of renowned artists and art groups which integrated the art from China and Singapore. With the theme "The Night of Folk Songs and Art Songs", the concert incorporated the rich fragrance of Moutai liquor and the art performances filled with the Chinese style, presenting a harmonious and passionate festive ceremony to all the guests. In the event, artists from China and Singapore took turns to deliver excellent performances of traditional music with their exquisite skills, revealing the mysterious charm of Chinese traditional music. The tasting of Moutai cocktails also enhanced the cultural charm of the Chinese nation at the scene. Moutai joined hands with two well-known bartenders to tailormake two rich-flavoured Moutai cocktails respectively named "Eastern Immersion" and "Tea Nostalgic". The Moutai cocktails maintained the special aroma of the Jiangfragrance liquor, teasing the guests' tongues with the rich mouth-feel. Their colourful appearances also attracted more guests to stop and have a taste. The cocktails earned superb reviews from the guests, who sincerely hoped that Moutai could merge more into their daily lives so that more people from Singapore would be able to experience the ingenuity and uniqueness of the Chinese culture through Moutai. The beautiful music held the power of mesmerising the audience and the mellow Moutai liquor endured an endless aftertaste. Upon the concert "The Night of Folk Songs and Art Songs", Moutai liquor and traditional music made a perfect encounter in Singapore, showing the charm of the Chinese culture and art as well as the customs of Chinese traditional festivals to the local friends. As Moutai "Chinese New Year" overseas promotional events gradually expand globally, the customs of Chinese traditional festivals started an enduring trend all around the world along with the baijiu culture. In the wake of the nostalgia of countless overseas Chinese and their persistence in inheriting the traditions, the Jiang-fragrance of Moutai liquor spreads all over the world. SINGAPORE 茅台「中國年」海外系列活動來到新加坡，以一場集結了眾 多著名藝術家和藝術團體的高水準音樂會，奏響了中新藝術、文化 交融的樂章，帶領著當地友人及華人華僑共迎新春佳節。此次音樂 會以「民歌、藝術歌曲之夜」為主題，將茅台醇厚的酒香與各類極 具中國風韻的歌舞藝術表演相結合，為與會嘉賓呈現了一場祥和、 熱烈的春節盛典。 活動現場，來自中國和新加坡的藝術家們輪番上陣，憑藉精 湛的實力，為嘉賓們呈現了一台台精彩的傳統音樂表演，使得中華 傳統音樂文化的魅力彰顯無遺。 此次活動的茅台雞尾酒品鑒環節更為現場注入了濃郁的中華 文化韻味。茅台攜手兩位知名調酒師，精心調製了「東方風情」與 「古色古香」兩款口味豐富的茅台雞尾酒。茅台雞尾酒保留了中國 醬香佳釀的獨特韻味，以豐富的口感挑逗著嘉賓們的味蕾，其斑斕 的色彩與精緻的外觀造型更是吸引了眾多嘉賓駐足品嘗。嘉賓們對 茅台雞尾酒給予了極高的讚譽，表示非常希望茅台酒能夠融入他們 的日常生活之中，讓更多新加坡民眾能通過茅台酒感受到中國醬香 佳釀的匠心獨運與中華文化的獨特韻味。 曼妙的音樂讓人沉醉其中，茅台醬香美酒更令人回味無窮。 值此「民歌、藝術歌曲之夜」音樂會舉辦之際，茅台美酒與傳統音 樂在新加坡完美邂逅，向當地友人展示了中國文化、藝術的魅力， 呈現了中國傳統佳節的人文風俗。 隨著茅台「中國年」系列海外行銷活動逐漸佈局全球，中國 傳統節日民俗伴隨著白酒文化於全球掀起了一場經久不散的浪潮， 茅台醬香隨著無數中國人對家鄉的思念和對傳統的堅守，飄香世界。 與此同時，茅台依託傳統與創意兼備的活動形式，向海外友 Meanwhile, depending on the form of event integrating tradition and innovation, Moutai successfully demonstrates and promotes the quintessence of Chinese national cultures. In virtue of the cultural attribute in baijiu from China, Moutai breaks down cultural differences with a small cup of mellow liquor. Through the illustration of the brand culture and characteristics, Moutai enables global friends to experience the ancient civilization of China with its fragrance. "Cultural Moutai" also becomes the impression of China in many foreign friends' minds, guiding the world to savor the mysteries in Chinese culture. NATURE 天 人闡釋中國民族文化的精髓，弘揚中華文化；借助中國白酒所具備 的文化屬性，以一杯醬香佳釀打破文化差異所產生的桎梏；通過對 茅台品牌文化特徵的闡釋，讓各族友人在酒香中感知源遠流長的華 夏文明。「文化茅台」也成為國際友人銘記于心中的中國印象，引 領著世界品讀中華文化的奧秘。