110 Years Later, Moutai Returns to the Original Site of the Panama-Pacific International Exposition

In 1915, the Panama-Pacific International Exposition was held in San Francisco. The Palace of Fine Arts—the original site of the 1915 exposition—served as the art gallery for the grand event, witnessing the convergence of artistic treasures from around the world and the beginning of a global journey for a renowned Chinese liquor.

The fate of this Romanesque structure itself tells a story of preservation and legacy. Initially planned as a temporary building to be demolished after the exposition, the Palace of Fine Arts was saved by a public campaign in October 1915. Over 33,000 signatures were collected, and $350,000 was raised to fund its restoration. Thanks to this grassroots effort, the palace remains the only surviving "theme structure" from the exposition, now standing as more than just a landmark—it is a tangible space that preserves historical memories and fosters dialogue across generations.

It was here that Moutai first appeared on the international stage, captivating the world with its distinctive aroma and flavor, marking its first step toward global recognition. A century later, this connection was renewed. In 2015, Moutai celebrated its "Centennial Gold Medal" at the Palace of Fine Arts. In recognition of Moutai’s long-standing contributions to San Francisco’s cultural diversity and Sino-American exchanges, then-Mayor Edwin Lee declared November 12 as "Moutai Day" in the city. This honor signifies how deeply Moutai’s name has been woven into the memory and emotions of both the palace and the city.

Now, 110 years later, Moutai returns to the Palace of Fine Arts to host "San Francisco: Our Shared Memory—A Chinese Brand’s Perspective on 1915," a 2025 global brand and cultural exhibition (U.S.), along with a commemorative gala celebrating "110 Years of Moutai’s Global Journey."

This return is meaningful for three reasons:

First, it honors a shared legacy. The palace’s survival stems from the public’s collective will to preserve history and beauty. Each reunion between Moutai and the palace echoes and pays tribute to this cross-cultural, timeless "consensus." Both the brand and the building gain enduring vitality by becoming part of broader collective memories.

Second, it reaffirms a lasting bond. "Moutai Day" symbolizes the mutual respect and appreciation between a city and a brand. Returning here is a way to cherish this hard-earned recognition and nurture its growth in a new era.

Third, it resonates with a shared spirit. From showcasing global art treasures to fostering multicultural dialogue today, the palace’s essence has always been about beauty, understanding, and connection. This aligns perfectly with Moutai’s dedication to craftsmanship, pursuit of excellence, and mission to build cultural bridges.

In 2025, Moutai steps once again into the Palace of Fine Arts—not just for a brand event, but for a dialogue across time and space. Through this tangible and interactive experience, we revisit shared memories and recount the 110-year journey of a Chinese brand from "going global" to "embedding globally." It’s a story meant not just to be seen, but to be felt, recognized for its craftsmanship, and savored for its spirit.

Standing at this intersection of 1915, 2015, and 2025, we are about to witness a new chapter unfold—one of time, quality, and enduring friendship.