Moutai represents the pinnacle of luxury in traditional Chinese liquor for its consumers, while Luckin Coffee is the popular coffee brand among the youth. The Soy Sauce Latte combines these two, offering consumers a novel tasting journey. It injects fresh vitality into the traditional industry while expanding the popularity of emerging brands, epitomizing the perfect fusion of traditional cultural elements and modern consumption trends.

Tiger Pan, renowned designer and founder of Tiger Pan Design Lab, currently serves as the Jury President for D&AD 2024 in Packaging Design. He is also a contracted artist for the United Nations Postal Administration (UNPA), a collaborative artist with the United Nations Programme on HIV/AIDS (UNAIDS), a partner artist with the Liechtenstein Postal Service, and a co-branded artist with BVLGARI. Additionally, he holds the role of Vice Chairman of the Shenzhen Illustration Association and serves as a guest professor at 18 prestigious design academies across China. Over the past 28 years, Tiger Pan has been deeply engaged in product and packaging design research and practice. His team is now regarded as one of the most dynamic and influential forces in contemporary design.