"On my way back from Hong Kong, I was surprised to find that my seatmate was also a Hankol fan. Truly, a bottle of baijiu can lead to an exciting journey in life!" said Xin Xiaobin, head of Hankol's international business.

Xin's words reflect Hankol’s efforts and achievements in expanding into the international market. As a key driver of Hankol’s global outreach, he has witnessed the brand’s journey from having no presence abroad to establishing a growing footprint worldwide.

Entering the International Market with a Global Mindset

With Hong Kong lowering tariffs on spirits, it has become a crucial gateway for Chinese baijiu brands like Moutai, Wuliangye, Fenjiu, and Hankol to access global markets. Capitalizing on this opportunity, these brands are strengthening their connections with Hong Kong to expand their international reach.

During the recently concluded Two Sessions, "Baijiu Going Global" became a hot topic among representatives. Industry leaders proposed systemic strategies encompassing standards development, cultural influence, and international cooperation. Huang Wei, Vice Secretary of the Zunyi Municipal Party Committee and Mayor, urged baijiu producers to leverage Hong Kong's new policies to promote Chinese baijiu worldwide.

Chinese sauce aroma baijiu boasts a deep historical legacy. In the Han Dynasty, Tang Meng presented "Gou Jiang Wine" to Emperor Wu, who praised its rich taste—this was considered an early form of sauce aroma baijiu. In the Qing Dynasty, poets celebrated sauce aroma baijiu as "the king of spirits in the land of Guizhou." These historical anecdotes add to the mystique of sauce aroma baijiu.

Emerging from this long history, Hankol upholds the "12987" traditional brewing process of Renhuai’s sauce aroma core production area. Its outstanding quality has earned it the titles of "Top Ten Zunyi Baijiu" and "Top Ten Renhuai Baijiu," along with gold medals at prestigious international competitions such as the Brussels Spirits Awards and the ISC International Spirits Challenge.

Hankol has been accelerating its internationalization efforts, leveraging baijiu as a cultural bridge. Over the years, it has launched four consecutive editions of the "Chinese Sauce Aroma Baijiu World Tour," reaching over ten countries across Europe and Southeast Asia and organizing three International Hankol Festivals, garnering global attention.

Since Hong Kong announced tariff reductions on spirits in October last year, Hankol has rapidly expanded its international presence. Within just one month, the company participated in four overseas exhibitions, the China International Import Expo, and two regional baijiu promotion events, introducing sauce aroma baijiu to consumers in East Asia and Southeast Asia. In December, Hankol represented the Renhuai production area at the 58th Hong Kong Industrial Expo, a 24-day event.

During the "Chinese Soy Sauce Aroma Baijiu World Tour," Hankol founder Wang Wei invited guests from China and abroad to taste Hankol baijiu together.

At the same time, Hankol has frequently appeared on international platforms, participating in globally renowned exhibitions and trade events such as the China-ASEAN Expo, the China-Eurasia Commodity and Trade Expo, the United Nations Biodiversity Conference (COP15), and the Global Food & Beverage Forum. It has also been designated as the official wine or banquet wine for these events, presenting a new "business card" for Chinese soy sauce aroma baijiu to the world.

"Foreign consumers can now find Hankol baijiu on store shelves and experience the unique taste of Chinese baijiu," said a Hankol sales representative. The company has already expanded its product sales to overseas markets.

Promoting Cultural Understanding and Pioneering Global Expansion

Despite the steady progress of Chinese baijiu’s globalization, challenges remain.

According to the China Chamber of Commerce for Import and Export of Foodstuffs, in 2024, China’s total baijiu exports reached approximately 7 billion RMB. The China Alcoholic Drinks Association estimates that China's total baijiu market revenue will reach 800 billion RMB in 2024, with exports accounting for only 0.87% of the total. Additionally, data from UNESCO shows that global awareness of Chinese baijiu is merely 0.7%.

"Among all distilled spirits, sauce aroma baijiu is the most complex, labor-intensive, time-consuming, and costly to produce. If Chinese baijiu is the true essence of liquor, then Western spirits are merely alcoholic beverages," said Wang Wei, founder of Hankol. He firmly believes that high-quality products will inevitably gain global acceptance.

However, cultural, legal, and standardization differences pose significant barriers to baijiu’s global expansion. To break through these challenges, Hankol has adopted a unique approach—focusing on cultural understanding.

"Foreign drinking habits differ significantly from those in China, driven by cultural, traditional, and conceptual differences. Bridging this cultural gap is essential," said Xin Xiaobin.

Hankol excels in promoting sauce aroma baijiu culture and has developed innovative educational tools for international consumers. "We advocate small sips, savoring, and controlled breathing while drinking—techniques aligned with internationally recognized methods for consuming spirits. Our signature tasting rituals, such as 'twisting' and 'rubbing' the liquor, are surprisingly similar to Western sensory evaluation techniques. Moreover, Hankol's packaging, which blends modern and postmodern design elements, has gained popularity among foreign consumers," Xin noted.

"During the globalization of spirits, Hankol’s packaging strategy is as successful as the purity of Japan’s Yamazaki single malt," said Chen Yuehong, Dean of the School of Humanities at Southern University of Science and Technology.

Industry analysts believe that Hankol’s strategy—leveraging cultural understanding as a small but impactful entry point—has unlocked significant global market potential. By formulating targeted strategies to attract and convert international consumers, the company has successfully differentiated itself.

The Future of Hankol’s Global Strategy

Looking ahead, how will Hankol further advance its internationalization efforts?

"We will adhere to two fundamental principles: cultural leadership and quality assurance. Through ongoing tasting events and cultural exchanges, we aim to foster global recognition and appreciation for Chinese sauce aroma baijiu. Our ultimate mission is clear—‘Let the world fall in love with Chinese sauce aroma baijiu,’" said Xin Xiaobin.

As the global spirits industry undergoes structural adjustments, international expansion has become a critical strategy for Chinese baijiu brands. With a foundation built on quality and wings of innovation, Hankol is poised to soar across the international market, making Chinese baijiu a bridge for cultural exchange between the East and the West.