Spirits manufacturer 'Shede' initiates Baijiu celebration in Malaysia and Singapore.
Shede Spirits, a premium baijiu brand, recently hosted the Shede Aged Baijiu Festival in Malaysia, marking a significant step in its mission to champion Chinese baijiu culture and expand globally. The event, held on August 3, was a continuation of the successful Singapore edition and saw the participation of distinguished guests from various sectors.
The festival was more than just a celebration of baijiu. It was a platform for Shede to promote Chinese baijiu culture globally, leveraging its unique "Aged Baijiu + Culture" model for sustainable overseas growth. Guo Guangchang, the chairman of Fosun International, reaffirmed the company's commitment to propelling Shede Spirits and Chinese baijiu culture onto the world stage.
Southeast Asia, with its deep-rooted Chinese diaspora and natural market affinity for baijiu, is a key market for Shede. The brand utilizes Fosun’s diverse global network to access international distribution channels and consumer data across 35+ countries, aiming to be in 40 countries worldwide by 2025. Shede's expansion emphasizes both product innovation in aged baijiu and cultural outreach events, such as festivals and experiential tours in Southeast Asia, to deepen emotional and cultural resonance with consumers.
The Shede Aged Baijiu Festival in Malaysia was not just a showcase of premium aged baijiu products but also a cultural exchange event. The brand used storytelling around its Sichuan heritage and classical Chinese culture to create a "bridge for global cultural exchange." This approach positions Shede not only as a luxury spirit brand but also as a cultural ambassador linking Chinese heritage with local lifestyles.
The event also served as a platform for charitable initiatives. A charity auction was held, with all proceeds going to Universiti Tunku Abdul Rahman for the advancement of Chinese education and academic development in Malaysia. Lee Thai Hung, a distinguished guest at the event, praised Shede Spirits for its role in fostering China-Malaysia cultural exchange and charitable initiatives.
Shede Spirits' rapid expansion into 40 countries and regions worldwide is a testament to its successful strategy. The brand aims to make Shede the most beloved Chinese baijiu brand in Southeast Asia while expanding globally, crafting a better life for families worldwide.
[1] Shede Spirits Leverages Fosun's Ecosystem for Global Expansion. (n.d.). Retrieved from https://www.shede.com/en/news/2021-10/shede-spirits-leverages-fosuns-ecosystem-for-global-expansion
[2] Shede Spirits Embraces Cultural Outreach and Product Innovation for Global Expansion. (n.d.). Retrieved from https://www.shede.com/en/news/2021-10/shede-spirits-embraces-cultural-outreach-and-product-innovation-for-global-expansion
[3] Shede Spirits Strengthens Position as a Cultural Ambassador in Southeast Asia. (n.d.). Retrieved from https://www.shede.com/en/news/2021-10/shede-spirits-strengthens-position-as-a-cultural-ambassador-in-southeast-asia
- Shede Spirits is using technology, such as Fosun's diverse global network and international distribution channels, to streamline its expansion into 40 countries, positioning itself not only as a luxury spirit brand but also as a cultural ambassador linking Chinese heritage with local lifestyles.
- At the Shede Aged Baijiu Festival, technology played a crucial role in storytelling, as the brand used modern mediums to share its Sichuan heritage and classical Chinese culture, creating a "bridge for global cultural exchange" and deepening emotional and cultural resonance with consumers.
