A new window into China

The event was designed to facilitate those encounters. Co-hosted by the Ministry of Culture and Tourism's Department of Industry Development, the Department of Services for Foreign Ministry Home and Overseas Offices, the Beijing Municipal Bureau of Culture and Tourism, and the Beijing Dongcheng district, the cultural and tourism trade promotion event brought together diplomats from 14 countries and regions, officials from the Shanghai Cooperation Organization and representatives from cultural and tourism enterprises across China.

Addressing participants, Miao Muyang, director-general of the Ministry of Culture and Tourism's Department of Industry Development, described cultural and tourism trade as both an important driver of international economic cooperation and a bridge for exchanges and mutual learning among civilizations.

Since 2022, the ministry has organized 18 editions of the initiative at home and abroad, creating platforms that connect Chinese enterprises with overseas buyers, cross-border e-commerce platforms and industry partners.

This year's event featured more than 30 exhibitors representing intangible cultural heritage, cultural technology, performing arts, creative products, and lifestyle brands.

Organizers said the goal was not only to showcase products and services with market potential, but also to create opportunities for dialogue, business matchmaking and long-term partnerships.

Reaching out

Representing the Jingdezhen Trade Business Ceramics Cultural Tourism Industry Operation Management Co at the Beijing event, Fu Yao, the company's general manager, spoke enthusiastically about Jingdezhen's efforts to bring its thousand-year-old porcelain tradition to new international audiences.

As visitors examined ceramic jewelry, tea sets and contemporary cultural products displayed at her booth, she recalled a moment from the Milan Handicraft Fair, one of Europe's leading showcases for artisanal craftsmanship.