On July 15, during the second semi-final of the 2026 FIFA World Cup, Mengniu, an Official Sponsor, debuted a 400-square-meter Chinese Culture Pavilion outside New York New Jersey Stadium. The pavilion, created with multiple partners, uses football as a bridge to present Chinese culture to a global audience.
The pavilion marks the first comprehensive international presentation of the Beijing Central Axis since its UNESCO World Heritage inscription. Inspired by traditional Chinese architecture, it follows a symmetrical layout centered on a principal axis. At its entrance, the monumental painting Magnificent Central Axis offers a panoramic bird's-eye view, conveying Eastern philosophy and cultural values. Visitors engage with interactive exhibits that immerse them in Chinese traditional culture.
Mengniu views the World Cup not only as a pinnacle of football competition but also as a global platform for cultural exchange. As an Official Sponsor from China, the company sees an opportunity and responsibility to share China's stories. This commitment extends beyond football; during the Paris Summer Olympic Games and Milan Winter Olympic Games, Mengniu hosted its signature "China Night" events.
Mengniu's World Cup presence goes beyond cultural pavilions. Its ice cream is the official ice cream of the 2026 FIFA World Cup, available at all venues and 11 major U.S. cities. The company also partners with global brand ambassadors Lionel Messi, Kylian Mbappé, and Lamine Yamal, embodying its corporate spirit "Born for Greatness." Additionally, Mengniu collaborated with Hisense for coordinated Chinese-character pitch-side advertising, presenting a united expression of Chinese brands.
In corporate social responsibility, six teenage footballers from Inner Mongolia were selected by Mengniu to escort the FIFA flag during the opening match, promoting youth football development. Through these initiatives, Mengniu demonstrates the evolution of Chinese enterprises on the global stage, leveraging premier sporting events to advance health, boost brand power, and share Chinese civilization's appeal.
