On July 15, the second semi-final of the 2026 FIFA World Cup took place in Atlanta, while outside the New York New Jersey Stadium, the host venue for the World Cup Final, Mengniu, an Official Sponsor of the tournament, unveiled a 400-square-meter Chinese Culture Pavilion. Created in collaboration with multiple partners, the pavilion used football as a bridge 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 the Beijing Central Axis since its UNESCO World Heritage Site inscription. Inspired by traditional Chinese architecture and the spatial order of the 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 bird's-eye view of Beijing's historic Central Axis while 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 pavilion reflects a deeper understanding of the connection between sport and cultural exchange. Mengniu believes the FIFA World Cup is not only a pinnacle of football competition but also a global platform for diverse civilizations to meet and learn from one another. As an Official Sponsor from China, Mengniu sees it 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 the world's most prestigious sporting competitions.
Mengniu's presence at the FIFA World Cup extends beyond the pavilion. On the product front, Mengniu Ice Cream became 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, together with global brand ambassadors Lionel Messi, Kylian Mbappé, and Lamine Yamal, Mengniu brings its corporate spirit, "Born for Greatness," to life on football's biggest stage. The company 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 its commitment through public initiatives. At the opening match, six teenage footballers from Inner Mongolia were selected by Mengniu to escort the FIFA flag onto the field, promoting youth football development while fulfilling social responsibilities.
From a glass of milk 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, Mengniu will continue to leverage 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 with the world.
