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Tourism & Leisure

Jiangxi’s Cultural and Tourism Promotion Shines in Malaysia, Inviting Tourists to Explore Picturesque Jiangxi


NANCHANG, China, Apr. 25, 2024 /Xinhua-AsiaNet/–

On April 18th local time, the opening ceremony of the Southeast Asia Cultural and Tourism Promotion Season themed “Jiangxi’s Scenery is Unique” and the Malaysia “Jiangxi Day” event were officially launched at the Kuala Lumpur China Cultural Center. This event brought Jiangxi’s calligraphy and painting culture, ceramic culture, and tourism products to Kuala Lumpur, showcasing the rich cultural and tourism resources of Jiangxi and serving as a strong testimony to the deepening exchange and mutual learning between the two regions.

On the day of the event, tourism enterprises from both regions signed cooperation agreements focusing on resource complementarity, tourism connectivity, and channel interconnection. Several themed activities were organized, including the “Picturesque Jiangxi, Unique Scenery” photography exhibition, the contemporary calligraphy and painting exhibition of Jiangxi titled “the increasing popularity of Gan culture”, “The Temperature of Exchanges” – China Jingdezhen Fine Ceramics Exhibition, etc., which demonstrated Jiangxi’s cultural charm and tourism resources in an all-round and multi-level manner.

Yin Hong, the Secretary of the Jiangxi Provincial Party Committee, enthusiastically introduced Jiangxi from many aspects such as natural resources, cultural heritage, and industrial development. He stated that Jiangxi is like an ink painting with beautiful landscapes, a place with profound cultural heritage, and a desirable tourism destination. Over the past decade of jointly building the Belt and Road Initiative, China and Malaysia have actively constructed long-term bilateral dialogue mechanisms, comprehensively deepened exchanges and cooperation in fields such as economy and trade, education, and culture and tourism, working together to create a community with a shared future for mankind. He looks forward to creating a better future for cultural and tourism industries in both regions, yielding even more fruitful results in various fields of cooperation.

Dato Sri Tiong King Sing, the Minister of Tourism, Arts, and Culture of Malaysia, expressed that Jiangxi is a place full of natural beauty and historical heritage. This event will help enhance Jiangxi’s international visibility, influence, and reputation, promote cultural and tourism exchanges between Malaysia and China, and drive the economic development of both countries. He also looks forward to the advancement of cooperation projects between Malaysia and Jiangxi, attracting more friends from Jiangxi to visit Malaysia, explore Malaysia’s unique scenery and cultural charm, taste diverse and unique cuisines, and experience the warm hospitality of its people.

Ouyang Yujing, the Chinese Ambassador to Malaysia, stated in his speech that China and Malaysia are friendly neighbors across the sea, with a long history of friendship. This year marks the 50th anniversary of the establishment of diplomatic relations between China and Malaysia, and it is a new important opportunity for the development of China-Malaysia relations. People-to-people exchanges are the solid foundation of China-Malaysia friendship, and tourism is an important way to promote mutual understanding among people. He hopes that this event will further enhance mutual understanding and trust in the cultural and tourism fields between the two countries, promote personnel exchanges and tourism cooperation, and welcomes Malaysian friends to visit Jiangxi and explore China, riding on the favorable winds of China-Malaysia friendship.

Zhang Jiexin, the Director of the Kuala Lumpur China Cultural Center, stated that culture and tourism are the best carriers to showcase local charm. This event provides Malaysian people with an opportunity to witness the unique cultural and tourism charm of Jiangxi, which will help enhance mutual understanding and exchanges between the two peoples.

Jiangxi is located in the southeast part of China, on the south bank of the Yangtze River, surrounded by mountains on three sides, and with the Yangtze River to the north, boasting convenient transportation. It has five UNESCO World Heritage Sites, four UNESCO Global Geoparks, one international important wetland, and fourteen national 5A-level scenic spots, where green mountains and clear waters complement, famous historical sites, blending historical culture with green ecology, and harmonizing beautiful countryside with rural charm. With its picturesque landscapes such as Lushan, Sanqing Mountain, and Longhushan, Jiangxi showcases its unique scenery. Its millennium porcelain capital Jingdezhen, millennium landmark Tengwang Pavilion, millennium academy Bailudong, and millennium ancient temple Donglin Temple epitomize its continuous cultural heritage. Jiangxi’s diverse cultural heritage includes ceramic culture, opera culture, traditional Chinese medicine culture, tea culture, Hakka culture, and agricultural culture.

On the day of the event, Mei Yi, head of the Jiangxi Provincial Department of Culture and Tourism, announced five golden tourist routes such as “Poetic Jiangxi” and preferential subsidy policies such as “Full of Vigor and Vitality and Pleasure Tour in Jiangxi” for Malaysia tourists, coordinating with China Mobile, China Telecom, and China Unicom to launch supporting service products such as data and communication.

This event was jointly organized by the Jiangxi Provincial Department of Culture and Tourism and the Kuala Lumpur China Cultural Center, with special support from the China Cultural Exchange Center. More than a hundred guests from the cultural, tourism, education, business, and media sectors of China and Malaysia attended the event.