On the evening of February 16, during the "2026 Spring Festival Gala" broadcast by China Central Television, the mascot "Xiao Mao" appeared in the comedy sketch "You'll Love It," placed beside the actors. It is reported that Xiao Mao appeared on the gala stage as a representative of Kweichow Moutai Co.,Ltd.
Since March 31, 2022, the cartoon image of Xiao Mao from the "i Moutai" platform has become deeply ingrained among Moutai enthusiasts, evolving into a distinctive brand IP for the company.
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