In the summer of 2025, the Médoc Marathon in France once again kicked off, celebrating what is often called “the world’s most unconventional marathon.”
As an official partner, China UnionPay fully immersed itself in this non-traditional marathon, known for wine drinking and costume revelry, blending elements from the Nezha myth, Chinese culinary experiences, and a wine-themed cosplay festival. This cultural integration connected Chinese and French travel experiences, allowing runners worldwide to witness the collision of Eastern charm and French festivity. This event was more than a sports competition—it became a cultural exchange platform, showcasing China’s unique cultural appeal to the world.
1. Eastern Adventures + Wine Cosplay: How Fun Can the Médoc Marathon Be?
The Médoc Marathon is far from a simple race. Its 50-kilometer route passing 50 top wineries is considered one of the most enjoyable marathon courses worldwide. Participants can wear elaborate costumes, enjoy scenic landscapes and historic architecture, and, after the run, tour wineries and cellars, experiencing a unique blend of tradition and modernity.
The 42-kilometer course includes 22 refreshment stations, about 20 “wine sports” tests, and 55 activities, allowing runners to stop anytime to taste top-quality wine and savor French delicacies like oysters, ribs, cheese, and ice cream. Many runners “drop out” mid-race due to the allure of food and wine—befitting the marathon’s slogan: “Record-breakers not invited!” This anti-traditional race concept makes the Médoc Marathon a truly unique global sporting celebration.
This year, UnionPay collaborated with Sohu to create a Peking Opera Face Cosplay Run. Three runners dressed as characters from Nezha Conquers the Sea, painting red, blue, and green facial designs corresponding to the UnionPay logo colors, bringing Chinese traditional art to the international stage. These participants, dressed in Chinese traditional attire, became the most eye-catching Eastern symbols on the course, interacting with cosplay enthusiasts from around the world and creating a vivid image of cultural exchange.
A standout feature was the Chinese food booth, where a professional Eastern chef team prepared youtiao, buns, and dumplings on-site. Runners were surprised to discover that Chinese youtiao paired wonderfully with Bordeaux wine, creating a fusion culinary experience that impressed many international participants. The food booth formed a long queue, becoming a colorful highlight of the event.
2. From Marathon to All-France Tour: Making Chinese Tourists Fall in Love with France
Médoc, known as the “Jewel of Bordeaux’s Left Bank,” attracts countless wine lovers with its classic French charm and winemaking expertise. Renowned wineries like Château Lafite Rothschild make this region a must-visit destination for wine pilgrims.
With UnionPay cards increasingly accepted in France, many Médoc wineries now accept UnionPay payments. Even if tourists miss the marathon, they can enjoy cashless travel, experiencing the authentic Médoc ambiance. From touring wine production to tasting cellar wines, and from buying souvenirs to enjoying local cuisine, UnionPay provides full payment convenience.
As China-France cultural exchanges deepen and cross-border tourism recovers, the French tourism market is experiencing a new growth wave. This travel boom has extended from Médoc vineyards to Paris attractions: Eiffel Tower, Champs-Élysées shopping, and Louvre Museum art viewing, with UnionPay cards continuously enhancing the payment experience.
Currently, over 60% of POS terminals and 70% of ATMs in France accept UnionPay cards, covering food, lodging, transportation, tourism, entertainment, and shopping. From wineries to luxury department stores, outlet villages, and attraction tickets, UnionPay offers exclusive exchange rates and cashback promotions, making Chinese tourists’ French trips more convenient and cost-effective.
3. Cross-Border Payment Ecosystem: Convenient, Safe, and Global
UnionPay’s Zhuojun Card, co-launched with the Bank of China, is designed for cross-border scenarios, providing travelers with comprehensive financial services. The card offers fee-free withdrawals for the first five overseas ATM transactions per month, significantly reducing costs. Additionally, 2% cashback on foreign spending and 50% off at selected merchants allow tourists to enjoy foreign experiences while saving money.
As a leading international card brand, UnionPay’s global acceptance network spans 183 countries and regions, covering over 74 million overseas merchants and 1.7 million ATMs. Mainland-issued UnionPay cards starting with 62 enjoy exclusive exchange rate benefits and special discounts at international locations, such as Galeries Lafayette in Paris, offering instant savings. UnionPay continues to optimize cross-border payment services, ensuring convenient and secure global travel for cardholders.
When the laughter of the Médoc Marathon fades, the UnionPay cross-border payment network remains vibrant and active. From Médoc wineries to the Champs-Élysées, from Zhuojun Card cashback to coverage of 730,000 merchants across France, UnionPay has become a powerful link in Sino-French travel and cultural exchange. Moving forward, UnionPay will continue enhancing services, allowing every Chinese tourist in France to enjoy a seamless, worry-free experience, just like a wine marathon of delight.
