Guizhou Longguoyan Liquor Distillery Co Ltd wants baijiu (white liquor) to go global as part of its strategic vision, using the liquor as a medium to promote Chinese culture. At the 14th International Multinational Corporation Leaders' Roundtable, CEO Ma Zhongfu emphasized the company's focus on blending traditional brewing techniques with modern aesthetic elements and consumer demands.

"While we promote and preserve traditional Chinese culture, we also need to embrace cultural innovation. Cultural innovation is key to brand globalization, especially for baijiu," said Ma.