A luminous display of premium baijiu packaging unfolds across a pale bamboo platform, where rose-gold metallic elements establish an immediate chromatic dialogue with the warm honey tones of the susta

A sculptural presentation composed predominantly of transparent crystalline form and warm metallic copper surfaces rises from a circular golden plinth, establishing a sophisticated material dialogue b

A luminous golden-amber glass vessel anchors each composition, its rounded shoulders and cylindrical silhouette evoking traditional ceramic forms translated into modern transparent materiality, the sm

Gold Packaging Design · 2026

Kweichow Moutai Osaka Expo Edition Baijiu Packaging

by Ying Song Brand Design Shenzhen Co., Ltd

A' Design Award 2026 Gold Winner in Packaging Design
Awarded April 15, 2026
CLIENT: Kweichow Moutai Co., Ltd.
Estimated Number of Design Views: 47,456
Verification code 530F96E4F9 · Verify this award

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About Kweichow Moutai Osaka Expo Edition Baijiu Packaging

Kweichow Moutai Osaka Expo Edition is a packaging design for a commemorative liquor created for the 2025 Osaka World Expo. The form is inspired by the exterior of the China Pavilion and recalls traditional Chinese bamboo book slips. The ceramic bottle stands within a metal landscape, and the box is made of ecological bamboo board, metal and artificial leather. A metal timeline on the top of the box marks the long relationship between the brand and the World Expo. A metal handle shaped like a wine jar slides along the timeline to rotate the box open.

Yingsong Brand Design's Kweichow Moutai Osaka Expo Edition Baijiu Packaging exemplifies the contemporary synthesis of traditional craftsmanship values with luxury material expression that has come to define premium East Asian spirits presentation in the twenty-first century. The design operates within a rich heritage of ceremonial packaging traditions that elevate the vessel beyond mere containment into the realm of commemorative artifact and gift-worthy treasure. The selection of bamboo as the primary housing material speaks to deeply rooted cultural associations with purity, resilience, and refined simplicity, while the rose-gold metallic treatments introduce contemporary luxury signifiers that communicate exclusivity and celebration. The technical execution demonstrates remarkable precision in the integration of multiple material systems, from the cleanly joined wooden panels featuring subtly visible grain to the intricately cast or embossed metallic relief work that adorns the bottle surface. The mountain motif appearing in sculptural relief within the box and echoed in the bottle's lower decoration suggests landscape traditions and perhaps references specific geographic heritage associated with the spirit's provenance. The calligraphic elements, rendered with evident respect for traditional brush stroke aesthetics even in their engraved or molded form, establish linguistic and cultural continuity while the pavilion-style iconography visible in the upper registers hints at architectural heritage and international exhibition contexts. The chromatic strategy unifies all elements through a carefully controlled warm palette ranging from pale bamboo yellows through amber golds to copper-rose metallics, creating visual coherence while allowing individual components to assert their material identities. The viewer might consider how such packaging designs function as cultural ambassadors, translating heritage values into contemporary luxury languages that communicate across cultural boundaries while honoring specific traditions of making, presenting, and celebrating significant spirits.

Press Kit

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.
Dimensions & Packaging: A box and a bottle / 140mm x 105mm x 280mm / Ecological bamboo board, ceramic bottle, metal, artificial leather/
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