As Chinese liquor makers double down on “going global,” fresh customs data offers a reality check on where baijiu is actually flowing. The numbers reveal a tale of two markets — high-value bottles heading to Chinese communities in Hong Kong, Macau, and Singapore, and low-priced spirits flooding into South Korea.
Behind the steady growth in exports lies a more complex picture of re-imported stock, shifting trade incentives, and the evolving economics of China’s most traditional spirit.
Exports Edge Up, Prices Stable
According to official customs data compiled by Vino Joy News, from January to August 2025, China exported US$605.2 million worth of baijiu, up 4.7% year-on-year, with a total volume of 10.7 million litres, an increase of 3.5%. The average export price rose slightly to US$56.5 per litre, up 1.2% from last year.
Hong Kong continues to dominate as the top destination for Chinese baijiu, accounting for 41.2% of total export value and 32.7% of total export volume between January and August. Mainland exports to the city reached US$249.3 million and 3.5 million litres, respectively.
Although Hong Kong’s share by volume is lower than its share by value, its average import price — US$71.28 per litre — far exceeds the global average, highlighting its appetite for premium baijiu.
Compared with the same period in 2024, the volume of exports to Hong Kong rose just 1.4%, but the value surged 55.7%, suggesting that local distributors have ramped up purchases of high-end products.
The trend coincides with Hong Kong’s spirits duty cut announced in October 2024, when the government slashed taxes on spirits from 100% to 10%. The new policy, which applies only to bottles priced above HK$200 (US$25.72), has made luxury baijiu significantly more competitive, echoing the city’s successful removal of wine tariffs in 2008.
South Korea Buys in Bulk
While Hong Kong remains the biggest market by value, South Korea stands out in volume. Though it ranked sixth in export value at US$16.6 million, it placed second in volume with 2.77 million litres, indicating a market dominated by inexpensive, mass-market products.
The average export price to South Korea was just US$6 per litre, barely a tenth of the overall average. In contrast, other top destinations — Macau (US$35.9 million), Singapore (US$25.4 million), the United States (US$21.7 million), and Japan (US$19.7 million) — imported smaller quantities but paid substantially higher prices, reflecting their focus on premium and gift-oriented consumption within Chinese diaspora communities.
Global Ambitions, Local Realities
Baijiu — distilled from grains such as sorghum, wheat, and corn — has long been the backbone of China’s spirits industry, with powerhouse brands like Moutai, Wuliangye, and Luzhou Laojiao dominating domestic shelves. But despite years of “internationalization” campaigns, overseas sales remain modest.
While export data shows a gradual expansion of baijiu’s global footprint, a sizable portion of it ends up returning to China through parallel imports, blurring the lines between “export growth” and “re-import circulation.”
Customs data confirms this circular flow: between January and August 2025, China imported US$270.4 million worth of baijiu, making it the third-largest imported spirit after brandy and whisky — equivalent to 44.7% of total baijiu export value.
The figures underscore a paradox at the heart of baijiu’s globalization: even as producers push overseas, much of the spirit’s demand still comes from home, raising questions about whether China’s most traditional drink is truly conquering foreign markets — or merely circling back under a new label.
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