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Kweichow Moutai Baijiu Packaging Celebrates Tang Dynasty Cultural Exchange Between China and Japan

Kweichow Moutai, designed by Heijie He with creative direction from Yi Huang and Pei Luo, has captured the Golden A' Packaging Design Award 2025 for its innovative approach to baijiu packaging. Developed for the Japanese market, the design draws inspiration from the Tang Dynasty, a period renowned for its profound cultural exchanges between China and Japan. The packaging features calligraphy from a poem by Prince Nagaya, a Japanese poet of the Tang era, symbolizing the enduring bond and shared heritage of both nations.

The bottle's form pays homage to the classic Moutai silhouette, while its finish is reminiscent of Ru Kiln porcelain, a celebrated art form originating in the Tang dynasty and later perfected during the Song dynasty. This fusion of traditional shapes and elegant materials not only elevates the visual appeal but also serves as a tangible link to the historical artistry admired in both countries. The design's dimensions, 77x77x173mm, ensure a refined yet practical presence, making it suitable for both collectors and consumers.

Heijie He and the design team undertook extensive research into the cultural, legal, and aesthetic nuances of both China and Japan to ensure the product resonates with Japanese consumers while honoring its Chinese roots. The packaging's inscription, "Lands apart, yet sharing the same sky," references historical acts of goodwill and recent collaborations, such as Japan's support during the Wuhan epidemic. This thoughtful integration of history, art, and cross-cultural symbolism distinguishes the Kweichow Moutai packaging as a medium for cultural dialogue and sets a new standard in international product design.

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