As China and France celebrate 60 years of diplomatic ties, French luxury giant Hennessy is doubling down on its partnership with the world's second-largest economy. 🌍 \"China is not just a market—it's a lasting partner,\" says Laurent Boillot, CEO of Hennessy, in an exclusive chat with CGTN at the 7th China International Import Expo (CIIE), where France shines as this year's guest of honor.
With cognac sales booming among China's Gen Z and millennials, the 260-year-old brand is blending tradition with TikTok-era trends. 🕺💡 From collaborations with local artists to digital campaigns tapping into China's e-commerce boom, Hennessy is proving luxury isn't just about heritage—it's about staying relevant.
\"We're not here to sell bottles; we're here to build bridges,\" Boillot adds, highlighting initiatives like vineyard tours for Chinese connoisseurs and eco-friendly packaging trials. ♻️ The strategy aligns with China's push for sustainable consumption and cultural exchange.
As economic ties between Paris and Beijing strengthen, Hennessy’s playbook offers a toast to globalization 2.0—where cultural savvy meets long-term vision. 🥂✨
