Mengniu’s Chinese Culture Pavilion Debuts at FIFA World Cup, Showcasing Beijing Central Axis to Global Audience

On July 15, the second semi-final of the 2026 FIFA World Cup took place in Atlanta, while outside New York New Jersey Stadium, the 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 uses football as a bridge to blend the passion of the beautiful game with traditional Chinese aesthetics, presenting 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 inscription as a UNESCO World Heritage Site. 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.

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 an opportunity to share China's stories and showcase the richness of Chinese civilization. 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 2026 FIFA World Cup goes beyond the pavilion. On the product front, Mengniu Ice Cream has officially become the Official Ice Cream of the tournament, available at all venues and expanded into 11 major U.S. cities. 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 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 to a cultural journey, 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, and share China's stories with the world.