On July 15, during the second semi-final of the 2026 FIFA World Cup in Atlanta, Mengniu, an Official Sponsor of the tournament, opened a 400-square-meter Chinese Culture Pavilion outside New York New Jersey Stadium, the venue for the World Cup Final. The pavilion, created in collaboration with multiple partners, uses football as a bridge and Chinese culture as its heart to present China's stories to a global audience.
The pavilion marks the first comprehensive international presentation of Beijing Central Axis since its inscription as a UNESCO World Heritage Site. Inspired by traditional Chinese architecture and the spatial order of 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 view of Beijing's historic Central Axis and conveying Eastern philosophy and cultural values. Visitors from around the world have paused to experience interactive exhibits, immersing themselves in Chinese traditional culture.
For Mengniu, building this pavilion reflects a deeper understanding of the connection between sport and cultural exchange. The company sees the FIFA World Cup not only as a pinnacle of football competition but also as a global platform for civilizations to meet and learn from one another. As an Official Sponsor from China, Mengniu views it as both an opportunity and a responsibility to share China's stories. This commitment extends beyond football; during the Paris Summer Olympic Games and Milan Winter Olympic Games, Mengniu, as a Worldwide Olympic Partner, hosted its signature 'China Night' events to integrate Chinese culture into prestigious sporting competitions.
Mengniu's presence at the World Cup extends beyond the pavilion. Its ice cream has become the Official Ice Cream of the 2026 FIFA World Cup, available at all tournament venues and in 11 major U.S. cities, including Los Angeles and New York. At the brand level, Mengniu partners with global ambassadors Lionel Messi, Kylian Mbappé, and Lamine Yamal to embody its corporate spirit, 'Born for Greatness.' The company has also partnered with Hisense to launch coordinated Chinese-character pitch-side advertising campaigns, presenting a united expression of Chinese brands.
In terms of corporate social responsibility, Mengniu selected six teenage footballers from Inner Mongolia to escort the FIFA flag onto the field at the opening match, promoting youth football development. From products 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, the company will continue to leverage premier sporting events to advance health, boost brand power, and fulfill social responsibilities, contributing the strength of China's dairy industry to sharing China's stories with the world.
