Christopher Marte：中国白酒的市场潜力不仅限于华人社区

人们对中国品牌，尤其是中国白酒品牌的认知和喜爱，几乎每天都在增加。

Public awareness and appreciation of Chinese brands, especially Chinese baijiu brands, are growing almost daily.

当地时间12月15日，“汾酒荣获巴拿马万国博览会甲等大奖章110周年暨‘汾享世界’全球发布盛典”在纽约隆重举行。来自政界、商界以及海外华人社群的嘉宾齐聚一堂，共同见证汾酒品牌的全球发布，并探讨中国品牌在美国市场的发展潜力与实践路径。

On December 15 (Eastern Time), “Panama-Pacific International Exposition 110th Anniversary and ‘Fenjoy the World’Fenjiu Global Launch Ceremony” was grandly held in New York. Guests from political and business realms, as well as the overseas Chinese community, gathered together to witness the global launch of the Fenjiu brand and discuss the development potential and practical paths for Chinese brands in the U.S. market.

在盛典中，纽约市议员Christopher Marte发表致辞，分享他对多元文化、社区发展及中国品牌国际化的见解。Marte指出，中国白酒在华人社区中已有稳固基础，随着社区不断扩展，这些品牌的认知度和喜爱度也在持续增长。三十年前，纽约仅有唐人街一个华人市场，而如今从皇后区的法拉盛、布鲁克林的日落公园，到长岛和新泽西，华人社区已广泛分布，这为中国白酒提供了日益壮大的受众群体。

During the ceremony, New York City Council member Christopher Marte delivered a speech sharing his insights on multiculturalism, community development, and the internationalization of Chinese brands. Marte pointed out that Chinese baijiu has already established a solid foundation within the Chinese community. As this community continues to expand, the recognition and affection for these brands are also on the rise. Thirty years ago, there was only one Chinese market in New York—Chinatown. Today, Chinese communities are widely distributed from Flushing in Queens and Sunset Park in Brooklyn to Long Island and New Jersey, providing an increasingly robust audience for Chinese baijiu.

Marte进一步强调，中国白酒的市场潜力不仅限于华人社区，还应面向更广泛的非亚裔消费者。他指出，韩国烧酒和日本清酒在美国市场的成功，已经为东亚烈酒品牌提供了可借鉴的发展路径。通过将中国白酒与美食、庆祝活动以及西方节日（如圣诞节）结合，品牌能够触达更多消费者，实现更大的市场增长。同时，举办类似此次盛典的活动，有助于跨文化关系的建立，也会影响下一代对饮酒文化的认知和喜好。

Marte further emphasized that the market potential of Chinese baijiu is not limited to the Chinese community; it should also target a broader audience of non-Asian consumers. He noted that the success of Korean soju and Japanese sake in the U.S. market has already provided a development path that East Asian spirit brands can learn from. By integrating Chinese baijiu with cuisine, celebrations, and Western holidays (such as Christmas), brands can reach more consumers and achieve greater market growth. Additionally, hosting events like this ceremony helps establish cross-cultural relationships and will influence the next generation's understanding and preferences toward drinking culture.

他还强调，这种跨文化合作超越党派界限。虽然他是民主党议员，而纽约州众议员Lester Chang是共和党成员，但两人都致力于建立与中国及亚裔社区的合作关系。Marte表示，正是通过这样的合作，中国品牌才能在多元文化环境中找到发展的机遇，并与社区建立持久联系。

He also highlighted that such cross-cultural cooperation transcends party lines. While he is a Democratic council member, New York State Assembly member Lester Chang is a Republican, yet both are committed to establishing cooperative relationships with the Chinese and Asian communities. Marte stated that through this type of cooperation, Chinese brands can find opportunities for development within a multicultural environment and build lasting connections with the community.

在讲话结尾，Marte感谢汾酒集团及各赞助方对盛典的支持，并期待未来更多跨文化交流与合作的机会。他指出，中国白酒通过文化体验与社区力量，不仅能拓展市场，还能成为促进友谊与合作的重要桥梁。

At the conclusion of his speech, Marte expressed gratitude to Fenjiu Group and the sponsors for their support of the ceremony and looked forward to more opportunities for cross-cultural exchanges and cooperation in the future. He noted that through cultural experiences and community strength, Chinese baijiu can not only expand its market but also serve as an essential bridge for fostering friendship and collaboration.

以下为演讲全文：

各位来宾，大家下午好。

Good afternoon, everyone.

很高兴在这里看到这么多嘉宾。我想感谢今天到场的所有赞助方，以及各位企业界的领导。今天讨论的一个问题是，如何让中国白酒进入西方市场，不仅仅是在纽约市，而是放眼全美市场。

It's so great to see such a great audience here. I want to thank all the sponsors that are here today, all the business leaders, because the question that was posed today is how do we get this liquor more into a Western market, specifically here, not just in New York City, but for the rest of the country.

正如纽约州议员Lester Chang所说，很多中国品牌在这里的独特之处在于，你们已经有一个不断增长的有机市场。

And as Assembly Member Lester Chang said, the one unique aspect about a lot of Chinese brands here is that you already have an organic market that's growing.

三十年前，纽约市只有一个华人市场，那就是我所在的曼哈顿下城唐人街。现在，华人社区不断扩展到皇后区的法拉盛、布鲁克林的日落公园，甚至远至长岛和新泽西。随着社区的扩大，人们对中国品牌，尤其是中国白酒品牌的认知和喜爱，不仅逐年增长，几乎每天都在增加。

30 years ago, there was only one Chinese market in New York City and that was Chinatown, the district that I represent in lower Manhattan. Now you have an ever-growing population in Flushing, Queens, in Sunset Park, Brooklyn, out even deep in Long Island and New Jersey. And so the audience and the appreciation for Chinese brands, especially Chinese liquor brands, are growing not just by the year, but almost by the day.

但是，我们还能做些什么来吸引非亚裔群体呢？我认为可以参考其他东亚酒类产品，比如韩国的烧酒和日本的清酒，这些品牌在美国市场都取得了很好的增长。因此，这条路已经存在，汾酒也完全可以抓住这个机会。

But what else can we do to target outside of the non-Asian population? One thing that I parallel to it is other Eastern liquor products, whether it's soju that's made in Korea or sake that's made in Japan. Those brands have made really great growth over the years here in the United States. And so there's already a path that is ready to be taken over and I think that's where Fenjiu can grasp its opportunity.

正如Lester Chang所说，把酒与美食、庆祝活动，甚至节日（如圣诞节）联系起来，可以带来指数级的增长。举办像今天这样的活动，让跨界关系得以建立，也将推动下一代对饮酒文化的认知改变。

As Lester Chang said, connecting it to a meal, connecting it to a celebration, even connecting it to the holidays similar to Christmas. And I think by taking advantage of these opportunities, you can see exponential growth. And hosting events like this allows the relationships to be built across borders that are going to allow for generational change on what type of liquor we consume.

Lester是共和党议员，而我是民主党官员，但我们都希望通过这种方式建立跨党派合作，加强与中国及亚裔社区的联系。

Even as Lester said, Lester is part of the Republican Party. I'm a Democratic elected official. But this is a bipartisanship approach to be able to have partnerships with China and with our Asian communities.

我很高兴来到这里，也感谢主办方的邀请。期待接下来的讨论，祝大家度过美好夜晚。

So I'm glad to be here. I want to thank you for hosting. Yes, and I look forward to the rest of the conversation. Have a great evening.