On November 30, the “Finest Cultural Gifts from China” Cultural and Tourism Trade Promotion Activity (Special Session for Musical Journey), guided by the Department of Industry Development of the Ministry of Culture and Tourism was held in Bailu Music Town, Pengzhou, Chengdu, Sichuan Province. The event was conducted both online and offline, with live coverage through text, images, and video on domestic and international platforms, attracting over 2.14 million online participants, including more than 970,000 overseas viewers.
The event was hosted by the Sichuan Provincial Department of Culture and Tourism and organized by the Chengdu Municipal Bureau of Culture, Broadcast-TV, and Tourism, the Pengzhou Municipal Government, China Tourism News, and the Institute of Creative Industries Technology at the Renmin University of China. It aimed to propel outstanding Chinese music products, projects, and services onto the global stage and attract international tourists to “travel with music in China” while contributing to the development of Sichuan’s cultural and tourism industries as well as Chengdu’s efforts to build itself into an “International Music City”.
This event features a total of 43 music-related products and projects and 12 music-themed tourism routes, along with a dedicated product manual. Five music-related companies participated in roadshow presentations to showcase their offerings, including the Beijing Municipal Administrative Center “Art Performance for Parent-Child Bonding” boutique tourism routes and Bailu Music Town. On the same day, the “Finest Music from China” Bailu International Music Artists Alliance was officially established. In addition, the host introduced 10 music-themed tourism routes, inviting domestic and international tourists to explore the scenic beauty of Sichuan through a music-themed journey. A special concert by the China National Traditional Orchestra was held during the event, captivating guests from home and abroad with the charms of traditional Chinese music.
The music industry is a key part of the cultural industry. In recent years, with “content + technology + integrated innovation” as the core driver, Tencent Music and Migu Music, among others, have played their platform strengths to deepen their presence in the music sector. Through initiatives like Tencent Music Entertainment Group’s Global Music Outreach Initiative, they have strived to advance the global expansion of Chinese music, achieving fruitful results.
Various guests were present at the event, including Ye Xiaogang, Vice Chairman of the China Federation of Literary and Art Circles and Chairman of the China Musicians Association; Wang Xiaofeng, President of the China Intangible Cultural Heritage Protection Association; officials from the Department of Industry Development of the Ministry of Culture and Tourism, some provincial (district and municipal) administrative departments of culture and tourism, and local governments; and representatives from cultural and tourism enterprises, cross-border e-commerce platforms, investment and financing institutions, experts, and media outlets.
It is understood that by integrating domestic and international resources as well as online and offline resources, the “Finest Cultural Gifts from China” Cultural and Tourism Trade Promotion Activity seeks to showcase, promote, and trade high-quality cultural and tourism products with distinct Chinese characteristics and styles that are well-received in the international market. It strives to build a platform for exchange and cooperation between Chinese and foreign enterprises, expanding the cultural trade scale and optimizing the structure. Ultimately, the campaign aims to boost the international competitiveness and popularity of Chinese enterprises and brands. Over 11 special sessions have been previously held for the “Finest Cultural Gifts from China” Cultural and Tourism Trade Promotion Activity. They have received an overwhelming response and produced remarkable results.
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