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 the New York New Jersey Stadium, the venue for the final. Created in collaboration with multiple partners, the pavilion uses football as a bridge and Chinese culture as its heart to present China's stories to a global audience. This marks the first comprehensive international presentation of the Beijing Central Axis since its inscription as a UNESCO World Heritage Site, debuting at one of the world's premier sporting events.
The pavilion's design draws inspiration from traditional Chinese architecture and the spatial order of the Beijing Central Axis, featuring 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 and conveying Eastern philosophy and cultural values through artistic expression. Visitors from around the world pause to experience interactive exhibits that immerse them in the richness of Chinese traditional culture, continuing to tell vivid, contemporary stories of China to a global audience.
For Mengniu, building this pavilion reflects a deeper understanding of the connection between sport and cultural exchange. As an Official Sponsor from China, Mengniu sees the FIFA World Cup as a global platform where diverse civilizations meet and learn from one another. 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 to integrate Chinese culture into the narrative of major sporting competitions.
Mengniu's presence at the 2026 FIFA World Cup goes beyond the pavilion. Its ice cream has become the Official Ice Cream of the tournament, available at all venues and expanded into 11 major U.S. cities, including Los Angeles and New York. At the brand level, global brand ambassadors Lionel Messi, Kylian Mbappé, and Lamine Yamal bring the 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 and demonstrating the growing global influence of Chinese enterprises. 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 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.
