On 3 August, the Shede Aged Baijiu Festival global tour was staged in Kuala Lumpur, Malaysia, under the theme “Sharing Shede Wisdom with the World”. Shede Spirits warmly invited distinguish guests from various sectors to gather in Kuala Lumpur, a city renowned for its rich Chinese cultural heritage, to share Shede’s wisdom, foster cultural exchange, and explore the internationalization of Chinese baijiu.

Distinguished guests included Lee Thai Hung, Deputy Director-General of Tourism Malaysia; Datuk Chong Sin Woon, Secretary-General of the Malaysian Chinese Association (MCA); Prof. Dr. Choong Chee Keong, Vice President of Universiti Tunku Abdul Rahman (UTAR); Guo Guangchang, Chairman of Fosun International; Pu Jizhou, Chairman of Shede Spirits; Wu Yifei, Co-Chairman of Shede Spirits; Tang Hui, President of Shede Spirits; Yang Xiao, Chairman of Mix Company; Zhong Jie, national-level baijiu expert and founder of Yuankun Education Technology; along with representatives from Malaysian business circles, distributors, media, and collectors and aficionados of aged baijiu.

Strengthening Presence in Southeast Asia to Foster Cultural Exchange Between China and Malaysia

At the event, Lee Thai Hung, Deputy Director-General of Tourism Malaysia, lauded Shede Spirits for its role in fostering China–Malaysia cultural exchange and charitable initiatives. He noted that the “Shede Spirit” resonates strongly with Malaysia’s vision of integrating culture and tourism, fulfilling social responsibilities, and deepening bilateral friendship. He expressed the hope that more leading Chinese enterprises would join in advancing cooperation between the two nations.

Lee Thai Hung, Deputy Director-General of Tourism Malaysia

Guo Guangchang, Chairman of Fosun International, reaffirmed Fosun’s commitment to propelling Shede Spirits and Chinese baijiu culture onto the world stage. He highlighted Shede’s recent strides in production capacity and R&D infrastructure, which underpin the brand’s long-term growth under its aged-baijiu strategy. Guided by the principle of long-termism, Fosun will continue to support Shede’s sustainable development by harnessing both domestic and international platform resources—deepening its footprint in China while accelerating overseas expansion, contributing to the international promotion of Chinese baijiu and Chinese culture. Guo emphasized Southeast Asia’s deep-rooted Chinese communities and natural affinity for baijiu, expressing his hope that Shede will become the most beloved and trusted Chinese baijiu brand in the region. He added that cultural outreach and product innovation would serve as the twin engines driving Shede’s overseas expansion, creating shared success for partners and energizing global market growth.

Guo Guangchang, Chairman of Fosun International

Pu Jizhou, Chairman of Shede Spirits delivered a keynote speech on “Sharing Shede Wisdom with the World, Deepening the Friendship between China and Malaysia”. He reflected on the enduring friendship and cultural bonds between China and Malaysia, offering an incisive interpretation of the contemporary significance of the “Shede” philosophy. He noted that Shede Spirits hails from Shehong in Suining, Sichuan—Hometown of Baijiu. As Tang poet Du Fu once wrote, “Shehong spring wine stays freshly green despite the chill”. Today, a pot of Shede Baijiu, just like the iconic Guanyin Lake with its vast expanse, becomes the signature of the city. With Fosun’s support, Shede has rapidly expanded into 40 countries and regions worldwide. Pu pledged to deepen Shede’s commitment to the Southeast Asian market, forging partnerships with more distributors to weave premium aged baijiu into local lifestyles—transforming the wisdom of Shede into a bridge for global cultural exchange and emotional resonance, and enabling the world to savor the fragrance of Chinese baijiu and the elegance of Chinese culture.

Pu Jizhou, Chairman of Shede Spirits

At the event, Zhong Jie and Zhong Yuchen shared insights on theunique qualities and tasting techniques of Shede’s aged baijiu. Shede Spirits allows time to work its magic in crafting the exquisite character of aged baijiu. Tasting Shede aged baijiu is not only a sensory journey through rich and distinctive flavors but also a dialogue with Oriental wisdom. Their sharing offered attendees a profound understanding of the rich cultural heritage of Chinese baijiu and the philosophical essence of Shede wisdom.

Zhong Jie (right), national-level baijiu expert and founder of Yuankun Education Technology, and Zhong Yuchen (left), co-founder of Yuankun Education Technology

Uniting Industry Wisdom to Drive Innovation in Baijiu’s Overseas Expansion

In the afternoon, the Shede Spirits Internationalization Strategy Seminar and Southeast Asia Distributor Conference were successfully held. Shede Spirits engaged in in-depth exchanges with industry leaders, experts, and international distributors, uniting collective wisdom to further deepen its presence in the Malaysian and Southeast Asian markets.

In recent years, Shede Spirits has accelerated its global footprint, with products now available in 40 countries and regions worldwide. Looking ahead, the Shede Aged Baijiu Festival will be held in more countries and regions, introducing Shede’s culture and the beauty of aged baijiu to consumers worldwide.

Raising the Shede Anthem to Celebrate the Rich Aroma of Aged Baijiu

As a lively Malaysian traditional dance set a powerful rhythm, the Shede anthem resonated throughout the venue, kicking off the Shede Aged Baijiu Festival and Charity Auction Gala in Malaysia. The rarity of Shede aged baijiu and the intangible cultural heritage embodied by the renowned Chinese liquor brand Tuopai received widespread recognition from collectors and aficionados, with all auction items successfully sold.

At the donation ceremony, witnessed by Datuk Chong Sin Woon, Tang Hui donated all proceeds to Universiti Tunku Abdul Rahman to support the advancement of Chinese education and academic development in Malaysia.

Datuk Chong Sin Woon (center), Secretary-General of the Malaysian Chinese Association (MCA); Prof. Dr. Choong Chee Keong (right), Vice President of Universiti Tunku Abdul Rahman (UTAR); Tang Hui (left), President of Shede Spirits

With Fosun’s strategic empowerment, Shede Spirits will continue to leverage cultural strengths to enhance the development of the Shede cultural IP, exploring new pathways for sustainable overseas growth, allowing Shede aged baijiu to spread its fragrance worldwide, and sharing Shede wisdom with the world.