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EVENTS

BRAND LAUNCH IN SINGAPORE


On the evening of September 26th, “Hello! Singapore”–the Jiangxiaobai brand launch for Singapore was held at famous music room & coffee house UNPLUGGED. Not only did this mark the official launch of the Jiangxiaobai brand in Singapore, but also the first overseas presentation of mixed drink project JIANG MIX.

Singapore–also known as Lion City–lies adjacent to the Straits of Malacca; this unique location makes it a major hub in the region of Southeast Asia. A place known for its multi-cultural society with various ethnic groups, Singapore constitutes a unique cultural landscape. 74.2% of the total population are ethnic Chinese, laying a strong foundation for baijiu and Jiangxiaobai.

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At the launch event, Jiangxiaobai’s director for international business, Fu Peng, vice president of Jiangxiaobai Liquor Co., Ltd., Liu Peng, Singapore distributor and founder and chairman of FY Group, Zhang Keke, as well as others, jointly announced the successful launch of Jiangxiaobai in Singapore.

To communicate the inheritance and innovation of Jiangxiaobai, the brand concept of simple and pure was demonstrated through video and presentation. With the support of dynamic beats JIANG MIX successfully mixed flavourful baijiu drinks under the present crowd, making a strong statement for the versatility of Jiangxiaobai sorghum liquor.

Finally, sales manager in Singapore and member of the FY Group, Steven Choo, in attendance of local political representatives, media and press, traders and other partners of Jiangxiaobai, released the highly anticipated development plan for the Singapore market.

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Perhaps many consumers would still label baijiu as “traditional”, “banquet drink” and “old-fashioned”, but as a cutting-edge baijiu brand, Jiangxiaobai is determined to absolve baijiu from such labels, and create a new world for Chinese liquor. Traditional inherited craftsmanship and expertise are blended with contemporary fashion to meet the challenges of the future. Jiangxiaobai's official product launch in Singapore will consolidate the brand’s mission and marks a significant milestone in the internationalization process of Chinese liquor culture.

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