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 New York New Jersey Stadium, the host venue for the World Cup Final. Created in collaboration with multiple partners, the immersive pavilion uses football as a bridge to present Chinese culture on a global stage.
The pavilion represents 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 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 and conveying Eastern philosophy and cultural values through artistic expression. Football fans from around the world have paused to experience interactive exhibits, immersing themselves in the richness of Chinese traditional culture.
For Mengniu, the pavilion reflects a deeper understanding of the connection between sport and cultural exchange. As an Official Sponsor from China, the company sees it as both an opportunity and a responsibility to share China’s stories with audiences worldwide. This commitment extends beyond football; during the Paris Summer Olympic Games and 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 extends beyond the pavilion. Its 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, together with global brand ambassadors Lionel Messi, Kylian Mbappé, and Lamine Yamal, Mengniu brings its corporate spirit, “Born for Greatness,” to 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 and demonstrating the growing global influence of Chinese enterprises.
In terms of corporate social responsibility, at the opening match of this year’s World Cup, 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.
