Southeast Asia Information Port (www.dnyxxg.com) – The “Baijiu: More Than Just Baijiu – 2026 China Fine Wine Carnival,” hosted by the China Alcoholic Drinks Association, opened on the 22nd at the Phoenix International Food City in Bangkok, Thailand. The carnival, themed “Decoding Chinese Fine Wine, Creating a Shared Future for ASEAN,” focuses on promoting the deep integration of the Chinese wine industry with the ASEAN market through a platform-based and systematic approach. It explores more sustainable regional cooperation paths through industry dialogue and precise trade matchmaking.
At the opening ceremony, representatives from both Chinese and Thai institutions expressed their expectations for strengthening industry exchanges and expanding practical cooperation. Wang Xinguo, Chairman of the Presidium of the China Alcoholic Drinks Association, stated that the event aims to systematically present the craftsmanship and cultural connotations of Chinese baijiu, promoting coordinated development with the ASEAN market in terms of products, channels, and consumer awareness. Representatives from the Thai-Chinese Chamber of Commerce believe that an exchange platform oriented towards the entire industry chain helps enhance mutual understanding and promotes mutually beneficial cooperation between Chinese and Thai enterprises at a higher level.
The “China-Thailand Wine Industry Expansion High-Level Closed-Door Meeting” held on the same day was one of the key components of the event. The meeting invited leaders of relevant industry associations and business decision-makers from both countries to exchange views on market access, mutual recognition of standards, and the establishment of cooperation mechanisms. According to participants, the discussions focused on practical bottlenecks and communication costs in trade, emphasizing the need to improve the efficiency of policy and industry information exchange through regular dialogue channels, and reaching a preliminary consensus on establishing a long-term communication mechanism. All parties agreed that promoting the listing and institutionalized resolution of issues within a top-level communication framework would help shift cooperation from single-project approaches to long-term collaboration, providing support for stable expectations and reduced friction in subsequent economic and trade cooperation.
The first "one-on-one trade matching meeting," launched concurrently with the industry dialogue, was held in the exhibition hall. Based on pre-meeting analysis and matching of supply and demand information, the organizers facilitated matchmaking between exhibiting brands and Southeast Asian importers, distributors, and retailers, improving communication efficiency and targeting of cooperation. Many exhibitors stated that focusing on connecting with selected potential partners helps to complete initial market validation and channel communication in a shorter period.
The main exhibition hall, which opened concurrently, showcased numerous Chinese baijiu and liquor brands, including Wuliangye, Gujinggongjiu, Chengyi Shaofang, Niulanshan, Guizhou Xijiu, Dongjiu, China Jinjiu, and Moutai Bulaojiu. The exhibition area emphasized cultural experiences and interactive tastings, attracting local buyers and industry professionals for visits and negotiations. The organizers stated that the following day of the event would focus on professional tasting training and local business ecosystem visits, further promoting industry exchange and cooperation. (End)
