On July 15, 2026, the second semi-final of the FIFA World Cup took place in Atlanta, while outside the New York New Jersey Stadium, host venue for the World Cup Final, Mengniu, as an Official Sponsor, unveiled a 400-square-meter Chinese Culture Pavilion. Created in collaboration with multiple partners, the pavilion used football as a bridge, the brand as a platform, and Chinese culture as its heart, blending the passion of the beautiful game with traditional Chinese aesthetics to present China's stories to a global audience.
The Mengniu Chinese Culture Pavilion marks the first comprehensive international presentation of Beijing Central Axis since its UNESCO World Heritage Site inscription. 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 paused to experience interactive exhibits, immersing themselves in Chinese traditional culture.
For Mengniu, building the Chinese Culture Pavilion reflects a deeper understanding of the connection between sport and cultural exchange. As an Official Sponsor from China, Mengniu sees the World Cup 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 World Cup goes beyond the pavilion. On the product front, Mengniu Ice Cream has 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, presenting a united expression of Chinese brands.
In terms of corporate social responsibility, Mengniu demonstrated commitment through public initiatives. At the opening match, six teenage footballers from Inner Mongolia, selected by Mengniu, escorted the FIFA flag onto the field, promoting youth football development while fulfilling social responsibilities.
From a glass of milk to a cultural journey, Mengniu's World Cup presence reflects the evolution of Chinese enterprises on the global stage. Looking ahead, Mengniu will continue leveraging premier sporting events to advance health, boost brand power, strengthen global presence, and fulfill social responsibilities, contributing to sharing China's stories and showcasing the enduring appeal of Chinese civilization.
