NEWS
BAIJIU & BEYOND 2026 HELD IN BANGKOK TO PROMOTE EXPORTS TO ASEAN
By Staff Reporter
26-1-2026
Source: Handout
China’s baijiu industry has hosted the Baijiu & Beyond 2026 Chinese Fine Spirits Carnival in Bangkok from 22 to 24 January, marking a shift from product-centric export to platform-driven regional cooperation.
Hosted by the China Alcoholic Drinks Association (CADA) and co-organised by Thai industry partners, the three-day event has a theme of Decoding Chinese Fine Spirits.
Leading baijiu brands including Moutai, Wuliangye, Yanghe, Xijiu, Gujing Gongjiu were on show at the Phoenix International Food City in Bangkok with professional tasting sessions tailored for ASEAN buyers.
The carnival featured a high-profile China-Thailand liquor industry closed-door meeting, where leaders from both countries’ industry associations and top baijiu enterprises reached a landmark agreement to establish a permanent industrial dialogue channel.
The channel will focus on resolving core trade hurdles including market access barriers, mutual recognition of product standards and sustainable cooperation mechanisms, moving bilateral liquor cooperation from individual corporate deals to institutionalised and regularised industry collaboration.
“Our goal is not just to export baijiu products, but to promote its craftsmanship and cultural heritage, and create shared value with ASEAN partners through in-depth dialogue,” said Wang Xinguo, Chairman of CADA.
According to China’s customs data, China’s baijiu export volume hit USD529 million in first half of 2025, with ASEAN contributing over 30 percent of the share.
China’s coastal province of Fujian, a major Chinese liquor export hub, recorded a 254 percent year-on-year growth in baijiu exports in the first 11 months of 2025, with Vietnam emerging as one of its fastest-growing export markets, up 614 percent year-on-year.
Meanwhile, local ASEAN distributors have adapted innovative promotion strategies: in Singapore, for example, baijiu brands now partner with Michelin-starred restaurants to create baijiu-based cocktails, sponsor golf tournaments and cultural events, gradually changing local consumers’ preference for Western spirits like whisky and brandy.
(the writer can be contacted at: info@thewinechronicle.com)
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