On the afternoon of May 25, the Chinese Brands Going Global - Worldwide Tour, themed "New Quality Leads, Brands Set Sail," was launched at the Palazzo Giureconsulti in Milan.

In the heart of the "Fashion Capital" of Milan, the ancient friendship between China and Italy continues to flourish. On the afternoon of May 25, the Chinese Brands Going Global - Worldwide Tour, themed "New Quality Leads, Brands Set Sail," was launched at the Palazzo Giureconsulti in Milan. Government officials, diplomats, business leaders and entrepreneurs from both countries gathered to discuss how to share the stories of Chinese brands, showcase China's innovative power, and strengthen cultural exchanges.

In the wave of global economic ­integration, an increasing number of Chinese companies are turning their eyes to the global market, embarking on a journey to expand their international presence. 

Geng Xiewei, economic and commercial counsellor of the Consulate General of the People's Republic of China in Milan, delivered a speech at the event. He noted that in recent years, Chinese brands have demonstrated a trend of being "more substantial, more capable, more innovative and better structured." This trend reflects the strength of Chinese companies in market expansion, technology research and development and product iteration.

Geng emphasized that this progress also embodies the important concept of international industrial chain layout and mutually beneficial supply chain ­cooperation. The event aims to explore the unique cultural values of Chinese brands, innovate bilateral and multilateral cooperation models, expand market channels, enhance new quality productive forces and product competitiveness and deepen the collaborative development of China-Italy industrial and value chains. These efforts are expected to effectively improve the overall image and influence of Chinese brands in the international market.

Zhang Weidong, general manager of Shanxi Xinghuacun Fenjiu International Trade Co Ltd, emphasized the ­long-standing exchanges between China and Italy in trade, technology, culture and art. Zhang expressed his hope that through this event, Fenjiu can further strengthen its cultural narrative. Supported by a high-quality product system, the company aims to reshape the international competitive landscape of high-end liquors. 

Shan Chengbiao, general manager of Global Times Online, highlighted the growing prominence of Chinese brands on the global stage. He noted that in recent years, Chinese companies have made significant strides across various sectors, from intelligent manufacturing and emerging technologies to cultural ­creativity and consumption upgrades. These companies are increasingly recognized globally for their high-quality products and services.

"The event serves as a platform for Chinese brands to share their innovation stories and explore new opportunities for win-win cooperation," Shan said. He emphasized that Global Times Online will leverage its multilingual and multi-platform media matrix to share Chinese stories with global audiences, helping Chinese companies enhance their international influence. 

Stefano di Martino, former vice president of the Milan City Council and a Friendship Ambassador awarded by the Chinese People's Association for Friendship with Foreign Countries, warmly welcomed the guests. 

He noted that through in-depth exchanges between guests from both countries, the event is expected to provide wisdom for brand internationalization and help more Chinese companies step onto the global stage.

The event featured the launch ceremony of "Chinese Brands Global Promotion Day," during which several guests took to the stage to officially kick off the initiative.

According to Cheng Xuan, president of the China Chamber of Commerce in Italy and general manager of the ICBC Milan Branch, Chinese financial ­institutions have adopted a "follow-the-client" strategy abroad, closely aligning with the needs of companies expanding globally and providing on-the-ground support.

Hu Kun, a vice president of the China Chamber of Commerce in Italy and vice president of ZTE Western Europe, emphasized that the development of new quality productive forces is like a multi-dimensional upgrade. Companies need to focus on consolidating technological innovation, advancing business model innovation, strengthening cooperative innovation, and adhering to sustainable development. 

The event also features a screening of the mini-documentary Toasting through a Thousand Years - The Sweetness of the Silk Road Lingers on. Zhuye Qing liquor, a product of Fenjiu, has been popular in Milan for over 40 years and has become an important choice on many consumers' dining tables.

During the roundtable dialogues, guests from both China and Italy shared their practical experiences and forward-looking views on two major themes: "Sharing Experience and Future Prospects of Chinese Brands Going Global" and "Opportunities and High-Quality Development Paths for Chinese Enterprises in Italy."

The event also included city brand and cultural tourism promotions from the Beijing Municipal Administrative Center, Nanyang City in Henan Province and the Mutianyu Great Wall.

The event was guided by the Chinese Consulate General in Milan, hosted by the Global Times, organized by Global Times Online, co-organized by Fenjiu International, and supported by the China Chamber of Commerce in Italy. It aims to build a cooperation bridge between Chinese brands and cities and overseas markets, and jointly draw a bright future for win-win development.