A Toast to the World with Sincerity and Craftsmanship -- Spirit of China’s 2025 Journey in the Global Duty-Free Market

As we looked back on 2025, Spirit of China—Camus's exclusive travel retail concept brand, along with our partner Baijiu brands, was thrilled to meet you at major airports and duty-free stores around the world. Guided by our mission to “introduce the unique aroma of Baijiu to the world,” we kept bringing you premium products and unforgettable experiences through a variety of activities.

 

We have long been dedicated to the global duty-free channel, and this past year we put special focus on the Asia-Pacific and Europe regions. If you traveled through Singapore Changi Airport, Hong Kong International Airport, or Paris Charles de Gaulle Airport, you probably spotted our brand displays. No matter if you were rushing between flights or enjoying a leisurely layover, you could easily find your product of choice.

Singapore Changi Airport:

During holidays like the Spring Festival, Labor Day, and National Day, you might have come across our pop-up stores in cities such as Paris, Seoul, or Bangkok. We hoped these pop-up stores could let travelers experience the charm of Chinese Baijiu through tasting and interaction, adding a bit of warmth and joy to their trips.

 

Paris Charles de Gaulle Airport:

 

Amsterdam Schiphol Airport:

 

Suvarnabhumi Airport:

 

Meanwhile, we hoped our advertisements in airports—from dynamic videos to lightboxes—would brighten your travel day and offer a refreshing moment in your journey.

 

Sanya Haitang Bay:

 

Training was also a top priority for us. To help frontline staff accurately and vividly convey brand culture and product value, we organized sessions in multiple key cities throughout 2025, including Shanghai, Beijing, Hong Kong, Singapore, and Paris.

 

Nanjing Training:

 

Singapore Training:

 

At the same time, we actively participated in various international events to share the excellence and charm of Chinese Baijiu:

In early March, we took part in the "Savoir-Faire en Lumières" event at the headquarters of the Paris Ile-de-France Chamber of Commerce and Industry. The event brought together representatives from French and Chinese businesses, cultural circles, and government bodies. The Baijiu cocktails presented on-site allowed guests from different cultural and national backgrounds to appreciate the unique charm of Chinese Baijiu.

In November, at the 7e Forum culturel franco-chinois held in Changsha, Hunan, we displayed our Baijiu products, including a limited-edition Baccarat crystal bottle of Moutai, attracting numerous forum participants.

Also in November, at the International Airport Summit held in Berlin, we presented Baijiu during the gala dinner and guided aviation and travel industry representatives in tastings, allowing them to experience the appeal of Baijiu.

Recognizing that travelers in different regions have unique preferences, we created a variety of events to make your experience more interactive and personal. For example, at the Hong Kong Airport Baijiu Festival in July-August 2025, you could not only explore our brand display but also enjoy Baijiu-based cocktails and experience robotic bartending services. Meanwhile, at select times in busy airports and duty-free stores, we set up special tasting spots. There, our experts offered complimentary tastings and shared the stories behind the brands, hoping each one gave you a genuine feel for the unique charm of Baijiu.

 

Hong Kong Airport Tasting Point:

Looking ahead to 2026, we will continue working toward our mission to “introduce the unique aroma of Baijiu to the world”. We cannot wait to see you again on your next journey!