2023 Chongqing Global Cultural Tourism Promotion Unfolded in Japan and the US

Tokyo, Japan

The 2023 Chongqing Global Cultural Tourism Promotion(Tokyo, Japan), co-hosted by the Chongqing Municipal Commission of Culture and Tourism Development, China Cultural Center in Tokyo, and China National Tourism Administration Tokyo Office, was held at the Center on May 19 (local time).More than 100 guests attended the event, including Chen Zheng,Minister-Counselor of the Embassy of the People’s Republic of China in Japan, Luo Yuquan, Director of the China Cultural Center in Tokyo, and Shimizu Seno , former Consul General of the Consulate General of Japan in Chongqing and President of the Japan-China Association.

In his speech, Liu Qi, Head of the Chongqing Culture and Tourism Delegation, focused on promoting Chongqing’s distinctive cultural tourism routes, including the tour to the “3D”city of Chongqing, the tour to the magnificent Three Gorges on the Yangtze River, the tour to world heritage sites, the health and heart nourishing tour to hot springs, and the tour to experience humanistic charms, as well as the urban art performance gathering place that is currently under construction.Several favorable policies—such as the 144-hour visa-free transit and “allowing foreign-invested travel agencies in Chongqing to engage in outbound tourism in most regions”—have been implemented in Chongqing.Japanese travel agencies are welcome to establish their presence in Chongqing, further deepening exchanges and cooperation between Chongqing and Japan.

Chen Zheng fully recognized Chongqing’s experience in tourism development.He stated that during the just-passed Labour Day Golden Week, Chongqing’s level of tourist reception had already exceeded that of the same period in 2019.The provincial-level delegation from Chongqing,which was the first to visit Japan after China’s optimized and adjusted epidemic prevention policies, set a great example for promoting cultural tourism.Moving forward, it was hoped to see an increase in the number of Japanese tourists visiting Chongqing.

In this promotional event, cultural communication and tourism promotion were integrated in an organic manner.Art performance promotion projects were introduced, such as the upgraded immersive dance dramaDu Fu, as well as a selection fromSatire on Fair Ladies, which gained over 3.1 billion online views.The live audience highly praised the event.Also,the event weaved in various performances, such as the “facechanging”from Sichuan opera, the band performanceBeaming with Joy at Sunrise, and interactive lottery drawings, which elevated the atmosphere of the event to a climax.

Texas, the United States

From May 22 to 24, 2023, the 2023 Chongqing Global Cultural Tourism Promotion came to Kilgore, Texas, where the Texas Shakespeare Festival took place.On the evening of May 24, the promotion was held on the main stage of the Festival.Liu Qi extended a warm invitation to all the artists present at the Festival, while the cultural tourism promoter,Gaoya Xiaozi, presented the audience with Chongqing’s unique cultural and tourism resources.

Influencing people through culture can better bind our souls together; communicating with hearts through art can more easily connect us with the world.In July 2010,Chongqing·1937, created by the Summertime Theater of Chongqing, held its premiere at the festival, with actors from China and the United States jointly participating.Its success led to the establishment of the international cultural exchange unit “Chinese Theater Night”at the festival.

The organizing committee of the festival specially created a space for the exhibition of Chongqing’s cultural tourism photos, which were presented to nearly 100 American artists as well as American people.Through the exhibition, Chongqing accumulated valuable experience in cultural and tourism promotion among foreign artist communities.

In recent years, the Chongqing Municipal Commission of Culture and Tourism Development has fixated on the goal of building a strong cultural city and a world-renowned tourist destination.It has strongly supported and nurtured cultural and artistic troupes in creating works with global influence that highlight the unique features of Chongqing and showcase Chinese style.Nine municipal-level cultural and artistic troupes—including the Sichuan Opera House of Chongqing, Chongqing Song & Dance Ensemble, Chongqing Acrobatic Troupe, and Chongqing Ballet Theater—have produced a number of outstanding works such as the Sichuan Opera symphonyThe Phoenix Pavilion, the dance drama Du Fu, the magic showUmbrella and Fan, and the ballet performanceOde to Centenary Red Plumhave appeared on international stages more than 40 times.It has also supported amateur troupes like Summertime Theater in leveraging their own advantages to “go global”and has successively introduced a group of international artists to Chongqing, to create a unique performance space for Chongqing culture and build an international urban performing arts gathering area, thereby promoting the integration of cultural transmission and tourism promotion and involving the whole society to participate and complement and interact with each other.

“Chongqing Window”Exchange and Promotion Activity Series Launched in Paris, France

May 21 is the International Tea Day designated by the United Nations.On May 16, The Tea for Harmony: Yaji Cultural Salon—jointly planned by the Chongqing Municipal Commission of Culture and Tourism Development and the China Cultural Center in Paris—launched the “Chongqing Window”exchange and promotion activity series in Paris.

Deputy Director-General of the commission Qin Dingbo led representatives from Jiulongpo District, Dazu District, Wulong District,and Chongqing Library to attend the event in France.More than 150 guests attended the event, including Liu Hongge, Director of the China Cultural Center in Paris, Yan Zhenquan, Minister Counselor of the Cultural Department of the Chinese Embassy in France, Jean-Louis Balandraud,former Secretary-General of the National Tourism Board of France , and Jean-Pierre Wurtz, Honorary Drama Director of the French Ministry of Culture.

Liu Hongge said that tea was an important cultural symbol in China,and Chinese tea culture served as a crucial bridge connecting China and the world.Liu hoped that more friends in France were willing to learn more about tea, taste tea, and fall in love with tea and would share the fragrance and appeal of tea as well as the joy of life.

Qin Dingbo introduced the history and cultures of Chongqing, as well as its unique and abundant tourism resources.He said that this event was like opening a “window to Chongqing”for the French people, showcasing the magnificent landscape, history, and culture of the city.Chongqing will rely on the China Cultural Center in Paris (Centre Culturel de Chine à Paris) to launch regular cultural tourism promotion activities, including picture exhibitions, book corners of Chongqing, intangible cultural heritage experiences, small-scale cultural exhibitions and performances, and cultural creative works exhibitions.

The Window for International Exchanges of Chongqing Culture & Tourism will plan for related districts and counties to go to Paris for tourism promotion and investment attraction.Based in Paris,it hopes to cover France and other major European source markets for inbound tourism in Chongqing, thus continuously enhancing the international attractiveness,influence, and visibility of Chongqing’s cultural tourism.

By Yang Yan/The World and Chongqing

Photo/Chongqing Municipal Commission of Culture and Tourism Development

2023重庆全球文化旅游推广活动走进日本、美国

日本东京站

当地时间5月19日，由重庆市文化和旅游发展委员会与日本东京中国文化中心、中国驻东京旅游办事处共同主办的2023重庆全球文化旅游推广活动（东京站）在日本东京中国文化中心举行。中国驻日本大使馆公使衔参赞陈诤、东京中国文化中心主任罗玉泉，日本驻重庆总领事馆原总领事、日中协会理事长濑野清水等100余名嘉宾出席活动。

重庆文旅代表团团长刘旗在致辞中表示，此次重点推介重庆3D魔幻都市之旅、壮美长江三峡之旅、世界遗产之旅、温泉养生养心之旅、人文风韵之旅等特色文旅线路，以及正在打造的都市演艺集聚区。144小时过境免签、“允许在渝外商投资旅行社从事大多数地区出境旅游业务”等多项利好政策在重庆落地实施，欢迎日本旅行商到重庆设立旅行社，进一步深化重庆与日本的交流合作。

陈诤对重庆旅游发展经验给予充分肯定，他表示，刚刚过去的“五一”黄金周，重庆接待游客已恢复并超过2019年同期水平。此次重庆派出中国优化调整防疫政策后国内首个赴日推广文化旅游的省级代表团，起到了很好的示范作用，期待今后从日本去重庆的游客能够越来越多。

本次推介活动为促进文化传播和旅游推广有机融合，增设演艺推介项目，沉浸式推介舞剧《杜甫》2.0版，生动展示了网络播放流量突破31亿人次的选段《丽人行》，现场观众称赞不已。同时，活动还穿插了川剧“变脸”、乐队表演《太阳出来喜洋洋》、互动抽奖等，把现场气氛推向高潮。

2023重庆全球文化旅游推广活动（东京站）现场。

美国德克萨斯州站

当地时间5月22日至24日，2023重庆文化旅游全球推广活动在美国德克萨斯莎士比亚戏剧节举办地基尔戈市举行。24日晚，重庆文化旅游推介会精彩亮相该戏剧节主舞台。重庆文旅代表团团长刘旗向戏剧节各位艺术家发出盛情邀约，重庆文旅推介人高雅笑子向观众呈现重庆独特的文旅资源。

以文化人，更能凝结心灵；以艺通心，更易沟通世界。2010年7月，由重庆“光荣之下”青年剧团创排的《重庆·1937》在该戏剧节由中美两国演员共同完成首演，成功推动该戏剧节设立国际文化交流单元“中国戏剧之夜”。

本次戏剧节组委会专设空间用于重庆文旅图片展，向全美近100位艺术家展示，并通过他们向美国民众隆重推介重庆，也为重庆探索面向外国艺术家群体开展文旅推介积累了宝贵经验。

近年来，重庆市文化和旅游发展委员会聚焦文化强市和世界知名旅游目的地建设目标，大力支持和培育文艺院团打造具有世界影响力、彰显巴蜀特色、中国风范的作品，重庆市川剧院、重庆歌舞团、重庆杂技艺术团、重庆芭蕾舞团等9家市级文艺院团，携川剧交响乐《凤仪亭》、舞剧《杜甫》、魔术节目《伞丛扇影》、芭蕾舞剧《百年红梅颂》等一批精品力作登上国际舞台40余次，支持“光荣之下”等民间院团发挥自身优势“走出去”，陆续引进一批国际艺术家来渝，打造巴渝文化特色演艺空间，建设国际化都市演艺聚集区，推动形成文化传播与旅游推广一体推进、有机融合，全社会共同参与、各主体互补互动的良好局面。

2023重庆文化旅游全球推广活动在美国德克萨斯莎士比亚戏剧节举办地基尔戈市举行。

巴黎“重庆之窗”系列交流推广活动在法国启动

5月21日，是联合国确定的“国际茶日”。5月16日，由重庆市文化和旅游发展委员会与法国巴黎中国文化中心共同策划的“茶和天下·雅集”，拉开了巴黎“重庆之窗”系列交流推广活动的序幕。

重庆市文化和旅游发展委员会副主任秦定波率九龙坡区、大足区、武隆区、重庆图书馆代表赴法国出席活动。巴黎中国文化中心主任刘红革，中国驻法国使馆文化处公使衔参赞严振全、前法国国家旅游委员会秘书长让·路易·巴兰朵、法国文化部荣誉戏剧总监让-皮埃尔·余尔斯等150余名嘉宾出席。

中法嘉宾共同为“茶和天下·雅集”活动剪彩。

刘红革表示，茶是中国的重要文化标识，中国茶艺是中国连通世界的重要文化纽带，希望更多的法国朋友知茶、品茶、爱茶，共品茶香茶韵，共享美好生活。

秦定波介绍了重庆的历史文化和独特富集的旅游资源，他表示，本场活动向法国人民打开了一扇“重庆之窗”，展示这座山水之城的壮美风景和历史文化。重庆将依托巴黎中国文化中心推出图片展、重庆图书角、非遗体验、小型文化展演和文创精品展等文旅主题常态化推介活动。

重庆国际文旅之窗将陆续策划实施各相关区县赴巴黎文旅推广招商，立足巴黎覆盖法国，以点带面辐射重庆入境游欧洲主要客源地，不断提升重庆文旅的国际吸引力、影响力、关注度。

文/本刊记者 杨艳 图/市文化旅游委提供

TONGLIANG AY TSAO Spreading the Fragrance of Wormwood Across the World

By Liu Dingrui/The World and Chongqing

As the Dragon Boat Festival approaches, the aroma of wormwood fills the air.In March 2023, the backflow incense under the brand TONGLIANG AY TSAO was inscribed on the fourth list of“Chongqing Gifts and Foreign-Affairs Gifts”.Recently, Chen Ping, founder of Chongqing Zhen’ai Agricultural Co., Ltd.and the TONGLIANG AY TSAO brand had an interview with The World and Chongqing at their office.

Moxa sticks, backflow incense, wormwood essential oils, wormwood sachets, moxa pillows, sweet wormwood green rice balls, foot bath bags...Chen showcased over ten varieties of wormwood products and proudly stated, “These are all self-developed and self-produced products.Our wormwood is 100% pure and natural, without the use of chemical fertilizers or pesticides.”

China’s incense culture has been one of the most pervasive cultural legacies, intimately linked to everyday life since ancient times.While lighting a Bodhi seed-shaped backflow incense, Chen said, “This particular backflow incense was made using three-year-old wormwood as the main ingredient and traditional methods.It emits a fresh and elegant herbaceous aroma.”The smoke produced by the incense resembles a snow-white waterfall pouring down and then flowing silently,and also a light white cloud leisurely drifting in the sky.

Amidst the lingering aroma of wormwood,Chen shared his story with wormwood.

Exploring New Paths of Rural Revitalization with Wormwood

Wormwood, also known as “medical grass”,is a common medicinal herb found in rural areas.According to theCompendium of Materia Medica,wormwood can warm channels for arresting bleeding, dispel cold and relieve pain, remove wind, and stop itching.“In my hometown, there’s a saying that goes, ‘When wormwood is readily available at home, there’s no need for a doctor’.”Chen Ping from Shaoyun Town in Tongliang District often suffered from wind-cold-caused colds in his childhood, and his mother would use wormwood medicinally to treat him.The strong aroma of wormwood in his childhood memories sowed the seed for Chen’s future career working with this herb.

After completing his university education,Chen worked in the main urban area of Chongqing.During holidays, he would visit his parents in the village, where he was saddened to see the oncefertile land of his childhood now abandoned.This led to an idea sprouting in his mind—he would return to his hometown and start a business growing wormwood.To realize his idea, Chen conducted several investigations across different locations in China.In 2017, he established Chongqing Zhen’ai Agriculture Co., Ltd.in Shaoyuan Town.In addition, he promoted largescale wormwood cultivation by visiting households and villages and also set up production workshops equipped with modern facilities.

His hard work and dedication eventually paid off.With the support of the local government and Chen’s active leadership, over 3,000 households in 11 villages of Shaoyun Town participated in the collective economy projects.The wormwood planting gradually scaled up, from a few hundred to several thousand mu, making Shaoyun Town the largest wormwood full-industry chain base in southwest China.Through a combination of traditional craftsmanship and modern technology,over 30 wormwood-derived products have been developed by the company.These products have been exported to various countries and regions including Europe, America, Japan, and the Republic of Korea.

In recent years, Chen’s company has been recognized with awards such as the“Chongqing Municipal Leading Enterprise”and “Demonstration Enterprise for Rural Revitalization”.Its flagship brand, TONGLIANG AY TSAO, has also been named among the “Top 100 Iconic Brands of Agricultural Products in China”and “National Famed, Special, Premium,and New Agricultural Products”.The company’s traditional production technique of “time-honored long-kept wormwood-based health products”has been inscribed on the fourth list of intangible cultural heritage in Tongliang District.

Disseminating the Culture of Wormwood Across the World

After thousands of years of inheritance, the wormwood culture is shining with its unique charm.Chen has made many efforts to promote and preserve the wormwood culture such as offering incense-making experience courses,hosting intangible cultural heritage exhibitions and workshops, and providing moxibustion services and skills training, with the aim of attracting more people to appreciate and continue this tradition.“I hope that after experiencing and enjoying wormwood products and services, people will fall in love with wormwood”, said Chen.

How can the fragrance of wormwood be spread all over the world? This is a persistent question in Chen’s mind.While contemplating how to preserve and promote the wormwood culture, Chen has made more efforts to expand its reach globally, in the hope of sharing the unique charm of this traditional Chinese culture with the world.

In 2019, Chen Ping showcased signature products such as TONGLIANG AY TSAO-branded sachets, moxibustion sticks,and essential oils at the Tongliang Pavilion during the 2nd Western China International Fair for Investment and Trade.On the opening day of the event, the wormwood products displayed at the booth were sold out.What made Chen more pleased was that the products garnered a great deal of interest from foreign visitors.In 2021, the “Discover Four Seasons,Love All Beings”Chongqing-Hong Kong SAR-Macao SAR Youth Nature Exploration Charity Event made its way to Tongliang.More than a hundred teenagers recently visited TONGLIANG AY TSAO’s wormwood base to learn about the plant.During their visit, they had the opportunity to plant,draw, and write about wormwood, make wormwood wreaths,and bundle wormwood bunches, as well as learn how to roll moxibustion sticks and practice moxa-moxibustion.Through these activities, the students gained a deeper understanding of traditional Chinese culture and developed an appreciation for the mystical charm of wormwood.

“An increasing number of people are discovering the allure of wormwood, and I am dedicated to further promoting its benefits.My goal is to bring wormwood products into every home, and spread the delightful aroma of Tongliang’s wormwood throughout the world”, expressed Chen.

Photo/Deng Siyuan and the Interviewee