On July 15, the second semi-final of the 2026 FIFA World Cup took place in Atlanta, while outside New York New Jersey Stadium, the host venue for the final, Mengniu unveiled a 400-square-meter Chinese Culture Pavilion. As an Official Sponsor of the 2026 FIFA World Cup, Mengniu created the pavilion in collaboration with multiple partners, using football as a bridge to showcase Chinese culture to a global audience. The pavilion marks the first comprehensive international presentation of the Beijing Central Axis since its inscription as a UNESCO World Heritage Site.
Inspired by traditional Chinese architecture and the spatial order of the Beijing Central Axis, the pavilion follows a symmetrical layout centered on a principal axis. At its entrance stands the monumental painting Magnificent Central Axis, offering a panoramic bird's-eye view of the historic Central Axis and conveying Eastern philosophy through artistic expression. Visitors from around the world paused to experience interactive exhibits, immersing themselves in Chinese traditional culture. The pavilion continues to tell vivid, contemporary stories of China to a global audience outside the stadium.
For Mengniu, building the Chinese Culture Pavilion reflects a deeper understanding of the connection between sport and cultural exchange. Mengniu believes the FIFA World Cup is not only the pinnacle of football competition but also a global platform where diverse civilizations meet. As an Official Sponsor from China, Mengniu sees it as an opportunity and responsibility to share China's stories. This commitment extends beyond football; during the Paris Summer Olympic Games and the Milan Winter Olympic Games, Mengniu, as a Worldwide Olympic Partner (TOP), hosted its signature "China Night" events, integrating Chinese culture into prestigious sporting competitions.
Mengniu's presence at the FIFA World Cup goes beyond the pavilion. Its participation represents a comprehensive global strategy integrating products, brand values, and corporate social responsibility. On the product front, Mengniu Ice Cream has officially become the Official Ice Cream of the 2026 FIFA World Cup, available at all tournament venues and expanded into 11 major U.S. cities, including Los Angeles and New York. At the brand level, together with global brand ambassadors Lionel Messi, Kylian Mbappé, and Lamine Yamal, Mengniu brings its corporate spirit, "Born for Greatness," to life. The company has also partnered with Hisense to launch coordinated Chinese-character pitch-side advertising campaigns during the tournament, presenting a united expression of Chinese brands.
In terms of corporate social responsibility, Mengniu demonstrates the commitment of a responsible Chinese enterprise through meaningful public initiatives. At the opening match of this year's FIFA World Cup, six teenage footballers from Inner Mongolia were selected by Mengniu to escort the FIFA flag onto the field, promoting youth football development while fulfilling social responsibilities. From a glass of milk on store shelves to a cultural journey within the pavilion, Mengniu's World Cup presence reflects the evolution of Chinese enterprises on the global stage. Looking ahead, Mengniu will continue to leverage world premier sporting events to advance health, boost brand power, strengthen global presence, and fulfill social responsibilities, contributing the strength of China's dairy industry to sharing China's stories and showcasing the enduring appeal of Chinese civilization.
