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How TsingTao Brewery is sponsoring the 2022 Winter Olympics with a goal to boost China’s image internationally

TsingTao Brewery Co. Ltd. 青岛啤酒 was founded in 1903 by Bavarian settlers in Qingdao, Shandong province. In 2020, the company generated approximately 27.8 billion yuan in revenue, a slight decrease from around 28 billion yuan in the previous year. (To learn more about the beer market in China.)

Emerging trend Guochao has not bypassed the TsingTao brand

In 2018, at New York Fashion Week China Day, after the first well-known presentation of the Chinese brand Li Ning 李宁 with the “China Li Ning” collection, the global brands and the fashion industry began to notice Chinese brands. Among them were Bosideng 波司登, Peacebird 太平鸟, White Rabbit 大白兔, Maxam 美加净, and Tsingtao Brewery 青岛啤酒. On “China Day” at the 2019 fall/winter NYFW, in collaboration with New Project Center TsingTao Brewery showcased a new collection of hoodies and beer pocket bags. After that, 1903 beer became one of the most recognizable Chinese products in the States, Europe, and many countries.

Source: Baidu, Shine fashion media, New York Fashion week China Day, Tsingtao Brewery 1903

Today, the Guochao, also know as the national tide, is a leading trend in targeting young Chinese consumers. Many young Chinese people prefer to replace Western brands with local ones; for example, we are seeing an increase in the popularity of brands such as Li-Ning, Feiyue, Florasis, HERBORIST, Huawei, Xiaomi, White Rabbit and, of course, Tsingtao.

Source: Baidu, Shine fashion media, New York Fashion week China Day, Tsingtao Brewery 1903

Tsingtao Brewery sponsor of the 2022 Winter Olympics, with a goal to improve China’s image to the world

After sponsoring the 2008 Beijing Olympics, Tsingtao Brewery, China’s second largest brewery and the sixth largest brewer in the world, is once again an Official Sponsor of the 2022 Winter Olympics and Paralympic Games. Tsingtao Brewery has been hosting themed events in honor of the Olympic Games for the third year in a row.

Source: Baidu, The Olympic Winter Games Beijing 2022 & Tsingtao Brewery

As part of the latest event for the 2022 Winter Olympics, the slogan “May the world optimistically view China” (让世界看好中国) was created. This slogan was aimed at activating the patriotic feelings of the population.

Also, TsingTao has selected brand ambassadors for the Olympics campaign. First the Chinese  Brewery invited singer Hua Chen Ning 华晨宇 to be the face of the official video for The Olympics Winter Games Beijing 2022.

Source: Zhihu, Chuanyi Guanggao, The Olympic Winter Games Beijing2022 & TsingTao Brewery

In addition, Winter Olympics legend Yang Yang was invited to shoot the themed film “Snow Declaration” (雪地), initiated by the official sponsors of the Beijing Winter Olympics, including TsingTao Brewery. The purpose of the film is to show the world the power of winter sports in China and convey the wonderful meaning of the phrase “May the world optimistically view China.”

Source: Zhihu, Quanyi Guangao, The Olympic Winter Games Beijing 2022 & TsingTao Brewery

In 2002, Yang Yang was the first to win the gold medal at the Salt Lake City Winter Olympics. In her retirement, she became a member of organizations such as the Feiyang Winter Sports Center, the International Olympic Committee, the World Anti-Doping Agency, and the Chair of the Athletes Committee of the 2022 Winter Olympics and the Beijing Paralympics.

Source: Zhongguo Qingnian Bao, The Olympic Winter Games Beijing 2022, conference

On March 8th, at the fourth meeting of the 13th CPPCC National Committee, Yang Yang made a speech for the upcoming games. She said that this is a landmark event for the People’s Republic of China and a good opportunity to demonstrate the country’s image and strengthen the national spirit.

TsingTao Brewery organized a major offline event in China

This year, for the Ice and Snow Country Tide Gathering Bar (冰雪国潮欢聚) event, a large model of the Tsingtao factory was created and decorated with ice figures and the symbol of the Olympic Games – a panda. The mockup were displayed in few cities included; Qingdao (April 24th -25th ), Shenzhen (May 3rd -5th )Shanghai (April 23rd-25th) , Nanjing (May 3rd -5th ), Xiamen (May 13th -16th ), Harbin (May 5th– 7th ).The plan is to hold similar events in 18 cities across the country, including, Wuhan, Xi’an, Beijing more. The company also took this opportunity to present its bestseller with a retro design, the 1903 beer.

Source: Xiaohongshu, The Olympic Winter Games Beijing2022 & TsingTao Brewery, “Ice and Snow Country Tide Gathering Bar”, Shanghai, Xintiandi, Apr 2021

Lastly, TsingTao made a bag with a part of the slogan “Please optimistically view China” on it, reminding consumers of the Olympic’s goal to bolster China’s image to the world.

Source: Tsingtao WeChat official, The Olympic Winter Games Beijing2022 & Tsingtao Brewery, Shanghai Fashion week

Author: Erkeaiym Kylymbekova

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daxue consulting-digital marketing China