Moutai Shengyue Flying Fairy: Tradition Meets Modern Packaging

Ancient Dunhuang Art Inspires Award-Winning Baijiu Packaging

The Moutai Shengyue Flying Fairy packaging, designed by Ying Song Brand Design Shenzhen Co, Ltd, draws profound inspiration from the legendary Flying Fairy depicted in the Dunhuang Mogao Grottoes. The design pays homage to the music god found in Cave 401, whose elegant posture and flowing ribbons have become iconic symbols of Chinese art. This visual narrative is seamlessly integrated into both the bottle and its cap, with the latter featuring traditional enamel techniques and motifs directly referencing the same cave. The use of the main color, Crimson yarn, further roots the design in traditional Chinese aesthetics, evoking the luxurious and ethereal qualities of the Sui Dynasty.

Central to the packaging’s uniqueness is its immersive storytelling. The brand logo and illustrations are meticulously hand-drawn in a style reminiscent of ancient murals, capturing the agility and grace of the Flying Fairy as she holds the sheng, a traditional Chinese instrument. The box’s two-layered cloud pattern structure is engineered to create a visual effect of the fairy soaring out of the Dunhuang murals, offering consumers a memorable unboxing experience. This approach not only elevates the product’s visual appeal but also reinforces its cultural significance.

The realization of this design involved extensive research and verification. The team referenced numerous Dunhuang murals to ensure authenticity in every detail, from shape and color to the smallest decorative elements. The result is a harmonious blend of historical reverence and modern craftsmanship, achieved through the use of paper, ceramics, and metals. The packaging’s dimensions—140 mm by 105 mm by 280 mm—are carefully considered to balance aesthetics with functionality, ensuring both protection and presentation of the baijiu inside.

Functionality is another key aspect of the design. The box opens from the right side, while the bottle is accessed via a top metal cap, providing a tactile and intuitive user experience. This thoughtful interaction design complements the visual storytelling, making the act of opening the package as engaging as its appearance. The project, which began in Shenzhen in October 2023 and concluded in December 2024, was launched in China in January 2025, quickly garnering positive consumer response and robust sales.

The Moutai Shengyue Flying Fairy stands as a testament to the power of cultural integration in product design. By merging the timeless beauty of Dunhuang art with the prestige of Kweichow Moutai, Ying Song Brand Design Shenzhen Co, Ltd has created packaging that not only protects and presents but also educates and inspires. This achievement was recognized with the prestigious Golden A' Packaging Design Award in 2025, underscoring its impact on both the design industry and cultural preservation.

Through this innovative packaging, traditional Chinese artistry finds new life, inviting consumers to experience the elegance and heritage of the Flying Fairy with every bottle opened.