SINGAPORE. China National Pharmaceutical Foreign Trade Corp., a subsidiary of China Sinopharm International Corp., has teamed up with Plaza Premium Group to introduce Moutai across the hospitality company’s global lounge network through immersive, experience-led environments.
The initiative seeks to accelerate the Chinese baijiu brand’s global travel retail expansion, with the channel central to its internationalisation strategy, as it evolves from a traditional product into a lifestyle export through engaging experiences.
Signed at the recently concluded TFWA Asia Pacific Exhibition in Singapore, the agreement aims to explore a new ‘brand culture export + health-conscious consumption integration + premium travel services’ model across global travel retail environments.
Attending the signing ceremony were Plaza Premium Group Co-Founder and Executive Director Linda Song and Sinopharm Chairman and CNSC Director Chang Zhen, alongside Kweichow Moutai Import & Export Co Deputy General Manager Fei Lin and The Moodie Davitt Report China Chief Representative Zhang Yimei.
The partnership aligns Plaza Premium Group’s global lounge network and high-value traveller access with Sinopharm Travel Retail and International Business Division’s duty-free expertise, resource integration and brand synergy.
Guided by Moutai’s strategic vision, the partners are using a strategy-led collaboration framework to align channel capabilities with brand ambitions.
The partnership will focus on building an integrated system spanning channels, settings and experiences.
First, the partnership seeks to redefine brand internationalisation through scenario-based experiences, developing multi-dimensional spaces that bring together product presentation, cultural expression and immersive interaction for Moutai.
These will be delivered through Plaza Premium Group’s global lounge network across key international hubs.
The approach reflects a shift beyond single-product display, from product export to brand and lifestyle export, integrating cultural narrative, service experience and consumption context to enhance recognition and emotional connection among international high-net-worth clients.
The partnership will also drive consumption innovation by combining products and services. Aligned with global health trends, it will introduce a ‘product + experience + service’ model to travel retail, integrating health into premium consumption while boosting competitive advantages.
Fei Lin identified travel retail as key to Moutai’s internationalisation strategy, with scenario-based and experiential approaches shifting the brand from single duty-free transactions to long-term consumer engagement and stronger global recognition.
The company highlighted travel retail as an entry point for global brand competition, while the convergence of premium consumption and health trends is reshaping international demand.
It added that Chinese brands are strengthening their global positioning by developing experience‑driven environments, with Moutai as a key example.
Going forward, the partners noted their plans to extend benchmark projects to additional international airports and premium service locations, building an integrated system across retail touchpoints, experiential settings and cultural expression. ✈
