Looking forward to beauty with Moutai

In 2023, Kweichow Moutai, a leading Chinese liquor maker, hosted a global brand culture exhibition in London as part of its international expansion efforts. Prior to the UK event, the company held similar exhibitions in the capitals of Japan and France.

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The ballet artist featured in this film is Haoliang Feng, who won the gold medal at the Vienna International Ballet Competition and has been a first artist of the Birmingham Royal Ballet since 2017. In the film, Feng gracefully wanders through Cambridge with his choreography, evoking a connection to one of China’s most celebrated poets, Xu Zhimo. Xu, who studied at the University of Cambridge, was deeply inspired by English Romantic poetry and embarked on a literary career as a result.

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Blending the elegance of classical art with oriental aesthetics, this film beautifully captures the essence of a century-old brand’s global vision.