The season of Grain in Ear is a time when all things flourish, and on June 5th, coinciding with World Environment Day, a day symbolizing vitality and green hope, the Kweichow Moutai Co.,Ltd. 2026 Sichuan Friends Carnival was held at the Chengdu World Horticultural Expo Garden. Themed "Journeying Together, Embracing Countless Vistas," the event brought together Moutai friends in the city of Chengdu for a summer gathering centered on ecology, culture, and camaraderie. Wang Li, Deputy Party Secretary and General Manager of Moutai Group, and Zhuoma Cairang, Chairman of the Kweichow Moutai Public Welfare Foundation, attended the event.
At the opening ceremony's launch event, as clear water from the Jiangxi River within the Expo Garden was used to irrigate the "Countless Flowers" activation device, a countdown commenced. Instantly, a hundred flowers bloomed before the Jinyun Tower, with petals falling like rain. Amidst the breathtaking scene of "blossoms gracing the Land of Abundance, scattered petals soaring to the sky," the Kweichow Moutai Co.,Ltd. 2026 Sichuan Friends Carnival officially commenced.
Strengthening Bonds Through Shared Values
"Every encounter between Moutai and its friends is a meeting of kindred spirits across mountains and seas, a gathering steeped in shared sentiment over time, and a journey of collective growth rooted in our original aspirations. It is not only a warm reunion but also a profound exchange as we join hands to build a community with a shared future," Wang Li shared in her opening address titled "Connecting Hearts and Fostering Symbiosis Through the Spirit of Wine."
Upholding Trust Through Unwavering Quality
Quality is the simplest promise and the most powerful reward. Only by infusing craftsmanship into every detail can trust take root and endure. Looking back at the land of Sichuan, the Tang and Song Dynasty's monthly markets thrived for millennia, with local commerce consistently upholding the simple principle of offering fine goods for the people's benefit and mutual prosperity. The circulation of high-quality local products nurtured livelihoods,沉淀出 a millennia-old tradition of sharing excellence and building enterprise through sincerity. Moutai steadfastly adheres to the belief that "quality is the soul of life." Leveraging the ecological resources of its 15.03-square-kilometer core production area and deepening its "Time-Space-Method" quality management model, it follows natural rhythms and traditional methods in brewing. With utmost craftsmanship, it safeguards the pure quality of its products, genuinely meeting consumer needs and trust. The thousand-year commercial practices of Sichuan and Moutai's pursuit of craftsmanship jointly exemplify the industrial spirit of repaying consumer trust with exceptional quality, steadily supporting its own high-quality and sustainable development.
Fostering Connection Through Genuine Emotion
Emotion is the warmest connection and the most enduring attraction. Only by integrating genuine feeling into every interaction can life become more heartfelt and meaningful. Observing the daily life of Chengdu, from leisurely chats over covered-bowl tea to casual drinks with friends and family, and the vibrant atmosphere of Kuanzhai Alley, the local custom of valuing relationships, hospitality, and gathering around feasts沉淀出 a unique warmth and aesthetic of everyday life. Moutai consistently upholds the concept of understanding and delighting its consumers. Through platforms like the "Four Masters and One Pavilion," it continuously innovates in product and场景 expression, enriches consumption experiences across different circles, and uses events like the Friends Carnival to engage directly with consumers and gather feedback for optimization, helping the brand remain aligned with consumer hearts. The烟火 warmth of Chengdu and the exquisite taste within Moutai's liquor jointly demonstrate a practical path of co-creating a better life with consumers through emotional value, continuously enriching their spiritual lives and helping them realize their aspirations for a fulfilling life.
Honoring Commitments Through Sincere Integrity
Integrity is the most substantial contract and the longest-lasting companionship. Only by engraving the fulfillment of promises into every word and action can goodwill take root and be passed on through generations. Standing on the vibrant soil of Chengdu, from逆行的 aid during earthquake relief to long-distance support for对口援藏 Tibet, from the "Rong Yi Ban" initiative keeping民生 promises to the "Made in Chengdu" reputation upholding立业 credibility, the entire city has forged诚信 and responsibility into its urban DNA, contributing坚实 strength to society. Moutai始终坚守 long-termism and恪守 its诚信初心, balancing industrial, ecological, and social responsibilities. It深根 its brewing core business, protects the ecology of the Chishui River, and diligently implements various public welfare projects such as "Pillars of the Nation" and rural revitalization. Through actions that honor its word as its bond, it builds a national brand with warmth,情怀, and a sense of duty. Chengdu's city基因 of valuing承诺 and Moutai's brand pursuit of standing firm through integrity jointly manifest a共生 faith in坚守诚信 and giving back to society,助力 social prosperity and progress through赤诚 patriotism.
Wang Li stated that Moutai will always stand together with everyone, sharing hearts and moving forward in the same direction. It will continue to repay trust with quality, gather美好 through emotion, and奉献 society with integrity. This is not only the way to treat friends but also the foundation for establishing an enterprise and an eternal answer sheet for progressing with the times.
Integrating Sustainability into the Garden's Fabric
In June, Chengdu is lush with greenery, and all things flourish in harmony. The event was held at the "Garden of a Hundred Gardens" – the Chengdu World Horticultural Expo Garden – deeply integrating Moutai's ESG sustainable development理念 into the园区的 natural landscape. The活动 constructed a dual narrative of "Expo Garden Aesthetics + World Games Spirit,"精心 crafting three chapters: Ecology, Vitality, and Future.
Exploration and Cultural Immersion
During the garden exploration segment, friends leisurely wandered between the Tianfu人居 and international horticulture exhibition areas. With each step offering a new view, they toured the scenic beauty of the hundred gardens, deeply感知 the beauty of green ecology and the charm of多元 culture, immersing themselves in the ESG理念 of "symbiosis, sharing, and共赢." In the非遗 experience zone, friends personally tried traditional crafts such as Shu brocade, Shu embroidery, and bamboo weaving, feeling the交融共生 of Moutai culture and Sichuan's intangible cultural heritage韵味 through their fingertips.
Thrilling Sports and Entertainment
The sports competition area was同样 lively, with the "Chishui同舟" dryland dragon boat race and the "Glory Swing" hockey match轮番上演. Cheers and shouts of encouragement rose one after another, pushing the现场活力氛围 to a climax. Furthermore, 70 exhibited calligraphy and painting masterpieces attracted众人 to驻足品鉴, while humorous stand-up comedy performances delivered witty remarks频出, allowing friends to enjoy a惬意的时光 filled with laughter.
An Evening of Celebration
As night fell, "Moutai Night" elevated the活动氛围 to its peak. The情景合唱 "What the World Gave Me" provided a warm opening, the新编合唱 "Invitation to Wine" was豪迈 and stirring, and the全场大合唱 of "Countless" and "True Hero" resonated deeply with everyone. Subsequently, the "Journeying Together, Embracing Countless Vistas"湖畔派对温情启幕 amidst the诗意 of the Grain in Ear season. Intertwined歌声 and光影生动演绎 the深厚情谊 between Moutai and its friends, united in heart and sentiment. Amidst歌声 and欢笑, this summer rendezvous专属 for Moutai friends gradually drew to a close,留下美好记忆 as悠长 and pleasantly lingering as Moutai liquor itself.
Passing the Torch to New Horizons
The flame endures, and the journey continues. In the温馨 yet热烈的氛围, a flame交接仪式 passed the journey of the Friends Carnival from the Land of Abundance in Sichuan to the vast grasslands. The next stop for the茅友嘉年华 will be Inner Mongolia, continuing to write a new chapter of enduring情谊 and续燃精彩 between Moutai and its friends.
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