每年年初的澳大利亚网球公开赛，不仅是全球网坛的开年盛宴，更是一场跨文化交融的嘉年华。在2025年的澳网赛场上，一抹中国红不仅点燃了球迷的热情，也让世界再次看见中国文化的深厚底蕴。
2025澳网的1573球场
中国元素点燃墨尔本公园
今年的澳网，俨然成了中国文化的展示舞台。1月25日，恰逢澳网女单决赛日，国窖1573作为澳网全球官方合作伙伴，以“国窖1573日”主题活动将中国年俗文化融入赛事。舞龙舞狮表演一登场，瞬间点燃全场气氛！今年是第一个“世界非遗版”春节，国窖1573用独具魅力的中国年俗活动为全球观众送上了新春的第一份祝福。
戳视频跟随成龙探秘澳网赛场
This year's Australian Open transformed into a dynamic stage for celebrating Chinese culture. On Jan 25, coinciding with the women's singles final, Guojiao 1573, an official partner of the Australian Open, brought traditional Chinese New Year customs to life with its themed "Guojiao 1573 Day" activities.
The electrifying dragon and lion dance performance instantly ignited the crowd's excitement. Marking the inaugural "World Intangible Cultural Heritage Edition" of the Spring Festival, Guojiao 1573 presented a mesmerizing showcase of Chinese traditions, sharing heartfelt Chinese New Year blessings with a global audience.
泸州老窖集团（股份）公司董事长刘淼（右）与泸州老窖·国窖1573文化传播大使、国际功夫巨星成龙亮相墨尔本公园舞龙舞狮表演
除了舞龙舞狮表演外，漆扇制作同样吸睛。在1573球场互动区，展示了精美的漆扇制作过程，“送福送喜”的寓意也通过这一非遗技艺传递给每一位到场的观众。这里还设置了充满中国年味的打卡区域，吸引了众多观众驻足拍照。每一次互动，都让传统文化通过生动的形式与全世界的观众产生连接，既增添了节日的趣味，也拉近了中国文化与世界的距离。
澳网观众体验漆扇制作
国际功夫巨星成龙作为国窖1573文化传播大使亲临现场，与澳洲网球名将休伊特切磋互动，互赠新春礼物。更参与醒狮簪花挂红仪式，将现场气氛推向高潮。中国文化与网球文化的碰撞，为赛事增添别样风采。
成龙和澳洲网球运动员休伊特互赠新春礼物
成龙在澳网现场为醒狮簪花挂红
国窖1573的胜利时刻
如果说舞龙舞狮与漆扇制作让世界“看见”了中国文化，那么国窖1573在澳网的“胜利时刻”，则让全球观众“品味”到文化交融的深层共鸣。
澳网与国窖1573的合作，不仅是体育与品牌的联袂，更是一场跨越文化的深度对话。从赛场到颁奖舞台，从观众席到互动区，中国元素以润物无声的方式融入赛事的每一处细节，将竞技的激情与文化的温度交织融合。这不仅是一场网球盛宴，更是一场文化的碰撞与交融。
The partnership between the Australian Open and Guojiao 1573 is more than a collaboration between sports and a brand—it's a meaningful dialogue that bridges cultural boundaries. From the court to the awards stage, from the stands to the interactive zones, Chinese elements are thoughtfully woven into every detail of the tournament, blending the intensity of competition with the richness of culture. This is not just a tennis spectacle; it's a vibrant fusion of cultures and a remarkable celebration of connection.
无论是赛场上的激烈拼搏，还是场边的欢声笑语，都承载着共鸣与友谊。当球员们获胜庆祝时，泸州老窖·国窖1573“胜利！CONGRATULATIONS，干杯！”的“胜利时刻”，跨越文化的默契，凝结成一种无言的情感连接，仿佛文化的界限在此刻悄然消融。
2025澳网男女单冠军奖杯
这份文化共鸣的高潮，定格于女单冠亚军颁奖仪式。当泸州老窖集团（股份）公司董事长刘淼登台为澳网女单亚军萨巴伦卡颁奖时，国窖1573的品牌理念与体育精神融为一体。这一刻，胜利者的喜悦与中国白酒的庆功文化交相辉映——既是对运动员拼搏精神的致敬，亦是中国品牌以文化为媒、向世界传递自信的生动诠释。
泸州老窖集团（股份）公司董事长刘淼为澳网女单亚军萨巴伦卡颁奖
文化为翼，书写中国品牌故事
实际上，国窖1573与澳网的深度合作，也为中国品牌国际化提供了生动注脚。正因为这种坚持文化自信与品牌创新的营销举措，“泸州老窖·国窖1573携手澳大利亚网球公开赛：以国际体育资源为载体，助力品牌国际化道路走深走实”案例，成功入选工信部《2024年度质量提升与品牌建设典型案例名单》。这一殊荣，既是对国窖1573品牌战略的高度认可，也是对中国文化闪耀国际舞台的肯定。
The collaboration between Guojiao 1573 and the Australian Open serves as a compelling testament to the global ambitions of Chinese brands. Through its unwavering commitment to cultural confidence and innovative marketing, the case study, "Luzhou Laojiao·Guojiao 1573 Partners with the Australian Open: Leveraging International Sports Resources to Deepen Brand Globalization," earned a place on the Ministry of Industry and Information Technology's 2024 Exemplary Cases of Quality Enhancement and Brand Building. This honor not only highlights the strategic brilliance of Guojiao 1573 but also celebrates the global presence of Chinese culture.
作为中国超高端白酒品牌，国窖1573源自持续酿造452年的全国重点文物保护单位“1573国宝窖池群”，由不断代传承700余年、入选首批“国家级非物质文化遗产名录”的泸州老窖酒传统酿制技艺酿造，被誉为“活态双国宝之酿”。
As an iconic ultra-premium Chinese liquor brand, Guojiao 1573 originates from the 1573 National Treasure Cellars, a National Key Cultural Relic that has been continuously in use for fermentation for 452 years. It is crafted using the traditional brewing techniques of Luzhou Laojiao—practices with an unbroken legacy spanning over 700 years and listed among the first National Intangible Cultural Heritage items. Known as a "living double national treasure," Guojiao 1573 embodies the profound heritage and sophistication of Chinese craftsmanship, standing proudly on the international stage.
国窖1573以其深厚的历史文化底蕴，站在国际舞台上，向世界展现了中国品牌的深度与高度。 当澳网赛场的激情与中国品 味的典雅相遇，这场跨越文化与地域的对话，正让全球观众见证一个品牌如何以品质为基、以文化为翼，在世界舞台书写中国故事的华章。
When the electrifying energy of the Australian Open meets the timeless elegance of Chinese artistry, it creates a dialogue that transcends cultures and borders. This unique encounter allows global audiences to witness how a brand, driven by quality and inspired by culture, is writing a remarkable new chapter of the Chinese story on the world stage.
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