Amid the gentle winter rain nourishing the land, friends gathered by the Orange Isle in Changsha. On November 8, the "Gratitude to Moutai Friends, Creating High Quality Together" Kweichow Moutai 2025 Hunan Friends Carnival took place at Orange Isle. Moutai enthusiasts from across the country convened by the Xiang River, appreciating the beauty of nature and culture while strengthening their bonds. Duan Jianhua, Member of the Party Committee, Deputy General Manager, and Chief Legal Counsel of Kweichow Moutai Group, attended the event and delivered a speech.
Kweichow Moutai and Hunan share deep geographical and cultural connections. The towering Wuling Mountains and the winding Miao Ridge reflect the resilience of the land, while the emerald waters of the Xiang River and the clear currents of the Chishui River nurture civilizations. The craftsmanship of Hunan embroidery, with its meticulous needlework, mirrors the dedication of Moutai’s artisans, who refine their liquor through over a hundred processes—both embodying the pursuit of excellence. This shared cultural spirit bridges distances, fostering a resonance between the two regions.
In his speech, Duan Jianhua emphasized that Kweichow Moutai upholds the corporate values of "Harmony with Nature, Respect for People, Wisdom, and Virtue." The company follows the natural rhythms of brewing—making fermentation starters during the Dragon Boat Festival and adding sorghum during the Double Ninth Festival—paying humble tribute to the cycles of nature. Moutai remains committed to honoring consumer trust by ensuring quality at every stage, from raw materials to final products, while continuously developing premium offerings for diverse occasions. With a consumer-centric approach, the brand enhances its service system to make every enthusiast feel at home. Moving forward, Moutai will collaborate with consumers to blend elegance and responsibility, deepen the fusion of Moutai culture with Hunan’s heritage, and let its aroma permeate the region while drawing new vitality from Hunan’s rich traditions.
At the launch ceremony, distinguished guests pressed a button together, unveiling a scroll on the screen that symbolized the extension of Moutai’s story from its hometown to Changsha, marking the official start of the carnival. The performance "Silk Road Flowing to Hunan" depicted Moutai’s romantic journey from the Chishui River to Hunan through song and dance, with a red ribbon traversing the landscape to reach Orange Isle—a metaphor for the harmonious blend of Moutai and Hunan cultures.
Following the opening, an immersive cultural tour titled "Moutai-Hunan Elegant Gathering" unfolded on Orange Isle. Participants explored three themed scenes: "The Floating Cup Banquet," where they learned a four-step tasting method to savor Moutai’s color, aroma, flavor, and character; "The Charm of Fine Wine," showcasing Moutai’s core products alongside Hunan’s iconic "Eight Scenes"; and "Drunken Dreams of Hunan," a theatrical experience where historical luminaries like Liu Zongyuan and Du Fu "appeared" to discuss the enduring legacy of Hunan’s culture and liquor.
As night fell, the "Moutai Friends Night" reached its climax with "A Flavorful Lifestyle of Wine," highlighting the perfect pairing of Hunan cuisine and Moutai—spicy intensity meeting mellow sweetness, embodying the region’s vibrant spirit. In the "Moutai Friends Talk" segment, three Hunan-based enthusiasts shared heartfelt stories, reflecting Moutai’s role in enriching lives and its evolving possibilities in the new era.
The event concluded with the song "Inheriting Hunan’s Spirit, Brewing a Better Future," performed by young Moutai inheritors, symbolizing the passing of craftsmanship and values to the next generation. Though the melodies faded, the bonds among friends endured like the ever-flowing Xiang River, leaving an unforgettable memory.
A torch relay ceremony also took place. Since its departure from Moutai on May 20, the 2025 Moutai Friends Carnival has traveled through Zhejiang, Jiangsu, Xinjiang, Qinghai, Tianjin, Shandong, and Anhui before arriving in Hunan. Its next destination is Hainan, where the tropical breeze will harmonize with Moutai’s rich aroma in a new chapter.