GuiyangMay 20, 2026 /PRNewswire/ — On May 19, 2026, a trendy pop-up market themed “Mao Friends E-Get High • i Embrace a Young New Life” concluded at the South Gate Square of Qianling Park in Guiyang’s early summer. This event was hosted by the Guizhou Province Division of Guizhou Moutai Liquor Sales Co., Ltd. and organized by the Guizhou Moutai Inheritors Work Department of Guizhou, aiming to celebrate the fourth anniversary of the i Moutai online platform. Through immersive interactive experiences, it vividly explored a new market-oriented path of “transforming from selling liquor to selling a lifestyle.”
On the day of the event, the open-market format, requiring no tickets, attracted a large number of citizens, tourists, and young “Mao Friends” to linger. From a “subscription tool” to a “lifestyle entry point,” the platform transformation strategy of i Moutai was concretely showcased during this event.
At 11:35 a.m., the event officially kicked off with an enthusiastic opening by the host. Wu Chengpeng, head of the Guizhou Moutai Inheritors Work Department, reviewed the four-year development journey of i Moutai in his speech: “In four years, i Moutai has grown from a small subscription tool into a digital consumption platform with over 15 million monthly active users. Today, we’ve moved the event to the mountains and waters, using music, games, and tastings to share the ‘mountain and river sauce aroma,’ which is a sincere attempt at the transformation from selling liquor to selling a lifestyle.” After the speech, warm applause erupted from the audience.
The day’s activities alternated between music, dance, and interactive lucky draws, creating a relaxed and pleasant “tipsy” atmosphere. A trendy street dance flash mob kicked off the event with sharp rhythms, instantly igniting the scene. Subsequently, a band took the stage, performing popular hits continuously from noon into the afternoon. The audience transitioned from stopping to take photos to swaying along with the melody. The laid-back design of the event allowed the brand culture to permeate subtly.
The event specially featured multiple rounds of lucky draws and Moutai knowledge quizzes. Participants earned customized gifts through interactions and proactively learned about Moutai’s brewing techniques and brand history while collecting stamps at check-in points. Additionally, the on-site “Love Supply” charity project became a heartwarming highlight: staff proactively handed out care packages containing water bottles and raincoats to frontline workers such as sanitation workers and park cleaners, translating Moutai’s brand spirit of “following nature and respecting people” into a flowing urban kindness.
At 3:10 p.m., the event reached its most ceremonial moment. The organizers invited consumer representatives from the audience to join staff on stage in cutting a specially made i Moutai 4th birthday cake. The scene was filled with joy, with cheers and applause intertwining, pushing the event’s atmosphere to its peak.
Around 3:30 p.m., the nearly four-hour pop-up market gradually wound down amidst laughter and chatter. From “immersion” to “presence,” this event marked another advancement in Moutai’s youth-oriented strategy. By integrating social elements like music, charity, and markets into real-life scenarios, Moutai successfully transformed from a “dedicated event” into “a part of life.”
Amidst the green mountains and clear waters, this pop-up experiment proved that brand prestige and the warmth of life can coexist, and that youthfulness is a journey of “getting high” together with consumers.