South Africa got a pleasant taste of China's Belt and Road Initiative when its national liquor brand Kweichou Maotai was recently launched in Cape Town.

Under the theme "Meeting in Africa through the Unique Aroma of the Belt and Road Branding Initiative," a series of cultural and business events focusing on China's national liquor brand Moutai were held at the Cape Town International Convention Centre on November 17, 2017, with the aim of cementing the ties between the two countries.

More than 500 people, including diplomats, government officials, cultural and business representatives from both China and South Africa participated in the events.

This was the first time for Moutai to set foot on the African continent and Cape Town will serve as a springboard for Moutai to enter the African market, said Moutai Group General Manager Li Baofang, who led the delegation of nearly 100 Chinese business people.

Li described the branding initiative in Cape Town as the first stop in a broader continental project that was underpinned by strong cooperation between China and South Africa.

"Moutai's entry into Africa is part of the Belt and Road Initiative to promote cultural exchange with Africa," said Li, adding that Moutai will contribute to the South African economy.

Cape Town Deputy Mayor Alderman Ian Neilson said it was a great honor for the city to host this groundbreaking initiative and that Cape Town, which is strategically positioned on the West Coast of South Africa, has much to offer.

Neilson highlighted the fact that Cape Town has recently designated a special economic zone in Atlantic, north of the city and launched a business brand initiative called Invest Cape Town.

 

"With the Belt and Road Initiative, we are uniquely positioned," the deputy mayor said.

Moutai is one of China's flagship companies. It reported overseas revenue of $282 million from January to October. Sales in countries taking part in the Belt and Road Initiative contributed about 27 percent to the company's global sales.