Kweichow Moutai Osaka Expo Edition
Baijiu Packaging for Kweichow Moutai Co., Ltd.
Moutai is a commemorative liquor designed for the 2025 Osaka World Expo. Taking inspiration from the exterior of the China Pavilion at the Osaka World Expo, it resembles a traditional Chinese book and is produced using eco friendly materials. The wine bottle is surrounded by metal landscape, and the metal bottle cover can also be reused. The most unique idea is the metal timeline at the top of the box, representing the century long intersection of Moutai and the World Expo. The wine jar is a metal handle, and sliding the jar can cleverly rotate and open the box.
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Kweichow Moutai Osaka Expo Edition by Yingsong Brand Design Shenzhen Co Ltd
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Baijiu Packaging by Yingsong Brand Design Shenzhen Co Ltd
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Yingsong Brand Design Shenzhen Co Ltd Kweichow Moutai Osaka Expo Edition
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Unique Properties
This is a commemorative liquor designed by Maotai for the 2025 Osaka World Expo. The appearance is inspired by the architecture of the China Pavilion, resembling traditional Chinese book slips and wine bottles surrounded by metal landscapes. The most unique idea is the timeline decorated with metal on the top of the box, representing the century old intersection of Maotai and the World Expo. The wine jar is a metal handle, and sliding the jar can cleverly rotate and open the box.
Tags
Chinese Baijiu packaging, packaging design, commemorative wine
Production Technology
It’s a commemorative liquor designed by Moutai for the 2025 Osaka World Expo. The appearance is inspired by the architecture of the China Pavilion, resembling traditional Chinese book slips and wine bottles surrounded by metal landscapes. The most unique idea is the timeline decorated with metal on the top of the box, representing the century old communication between Moutai and the World Expo. The wine jar is a metal handle, and sliding the jar can cleverly rotate and open the box.
Design Challenge
The most difficult part of the design is how to combine Moutai culture with World Expo culture. If the product is designed to be unique and impressive. When we decided to use metal parts to present the concept of a century long timeline, we faced the challenge of opening it. However, by using the metal handle of the wine jar to rotate the box open, we cleverly solved this problem, added unique creativity to the product, and left a deep impression on people
Project Duration
The project started construction in Shenzhen in October 2024, was completed in Shenzhen in May 2025, and was launched on June 5, 2025 at the China Pavilion of the Osaka World Expo in Japan.
Operation Flow
Find the metal handle in the shape of a wine jar at the top of the wine box, and rotate it along a metal track like a timeline to open the outer box. After opening, find the hidden button on the red leather at the neck of the bottle, open the button, and take out the bottle. Rotate the bottle cap and open the bottle.
Research
Research type: Baijiu packaging Research objective: To commemorate the centennial intersection of Moutai and the World Expo Methodology: Seeking inspiration from the elements of the World Expo Data collection and research tools: Architectural characteristics of the China Pavilion at the World Expo. design software Participant or Experiment: Designer Result: The product has been successfully launched and received high attention and praise. Insights and Influence: Effectively promoted the brand
Inspiration
The packaging is inspired by the exterior design of the China Pavilion at the 2025 Osaka World Expo, featuring traditional Chinese book styles and bamboo as the core design element. The bottle is surrounded by metal landscapes, symbolizing the concept of 'harmony between man and nature' and showcasing Maotai's green brewing philosophy to the world. The metal at the top of the box is a creative timeline that blends Maotai and the centennial intersection of the World Expo together. The rotating metal handle is a wine jar, and sliding the jar can cleverly rotate to open the box.
Image Credits
Image #1:Creator Yingsong Chen,Kweichow Moutai (Osaka World Expo),2025 Image #2:Creator Yingsong Chen,Kweichow Moutai (Osaka World Expo),2025 Image #3:Creator Yingsong Chen,Kweichow Moutai (Osaka World Expo),2025 Image #4:Creator Yingsong Chen,Kweichow Moutai (Osaka World Expo),2025 Image #5:Creator Yingsong Chen,Kweichow Moutai (Osaka World Expo),2025
Project Overview
Kweichow Moutai Osaka Expo Edition Baijiu Packaging has been a Golden winner in the Packaging Design award category in the year 2025 organized by the prestigious A' Design Award & Competition. The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.
Golden Recognition
Yingsong Brand Design (Shenzhen) Co, Ltd was recognized with the coveted Golden A' Design Award in 2026, a testament to excellence of their work Kweichow Moutai Osaka Expo Edition Baijiu Packaging.
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