On July 15, 2026, 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 host venue for the World Cup Final. Built in collaboration with multiple partners, the pavilion uses football as a bridge and Chinese culture as its core, blending the passion of the sport with traditional Chinese aesthetics.
The pavilion marks the first comprehensive international presentation of the Beijing Central Axis since its inscription as a UNESCO World Heritage Site. Inspired by traditional Chinese architecture and the spatial order of the Beijing Central Axis, the pavilion features 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, conveying Eastern philosophy and cultural values through artistic expression. Visitors from around the world 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 views the FIFA World Cup not only as a pinnacle of football competition but also as 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 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, Mengniu partners with global brand ambassadors Lionel Messi, Kylian Mbappé, and Lamine Yamal to bring its corporate spirit, "Born for Greatness," to life. The company also partnered with Hisense to launch 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 brought 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 to a cultural journey within the pavilion, Mengniu's World Cup presence reflects the evolution of Chinese enterprises on the global stage. The company aims to continue leveraging premier sporting events to advance health, boost brand power, strengthen global presence, and fulfill social responsibilities, contributing the strength of China's dairy industry to sharing China's stories with the world.
