Abstract
At the time of this writing, April 2025, the whole World is facing very challenging times that include a global trade war. The global trade war seems to be at a nascent stage of disrupting the global economy. However, intense trade war at the same time can potentially create new opportunities for China. China is seeking further partnerships and trading opportunities, including free trade agreements, notably nations significantly impacted by the trade war. Although seemingly to be an easy trade opportunity, the moment to internationalize China's products and services, even in pre-global trade war conditions, was fraught with challenges. This case study explores the internationalization story of Fenjiu, a Chinese Baijiu Time Honored Brand (THB). The case explores Fenjiu's challenges in going global by the decision points of their internationalization strategy and entry mode, use of belief/event marketing, and illustrates how their 'going global' story is applicable to academic models.