重慶國際文旅之窗

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重慶全球文化旅游推廣活動走進日本、美國

日本東京站

當地時間5月19日，由重慶市文化和旅游發展委員會與日本東京中國文化中心、中國駐東京旅游辦事處共同主辦的2023重慶全球文化旅游推廣活動（東京站）在日本東京中國文化中心舉行。中國駐日本大使館公使銜參贊陳諍、東京中國文化中心主任羅玉泉，日本駐重慶總領事館原總領事、日中協會理事長瀨野清水等100余名嘉賓出席活動。

重慶文旅代表團團長劉旗在致辭中表示，此次重點推介重慶3D魔幻都市之旅、壯美長江三峽之旅、世界遺產之旅、溫泉養生養心之旅、人文風韻之旅等特色文旅線路，以及正在打造的都市演藝集聚區。144小時過境免簽、“允許在渝外商投資旅行社從事大多數地區出境旅游業務”等多項利好政策在重慶落地實施，歡迎日本旅行商到重慶設立旅行社，進一步深化重慶與日本的交流合作。

陳諍對重慶旅游發展經驗給予充分肯定，他表示，剛剛過去的“五一”黃金周，重慶接待游客已恢復并超過2019年同期水平。此次重慶派出中國優化調整防疫政策后國內首個赴日推廣文化旅游的省級代表團，起到了很好的示范作用，期待今后從日本去重慶的游客能夠越來越多。

本次推介活動為促進文化傳播和旅游推廣有機融合，增設演藝推介項目，沉浸式推介舞劇《杜甫》2.0版，生動展示了網絡播放流量突破31億人次的選段《麗人行》，現場觀眾稱贊不已。同時，活動還穿插了川劇“變臉”、樂隊表演《太陽出來喜洋洋》、互動抽獎等，把現場氣氛推向高潮。

2023重慶全球文化旅游推廣活動（東京站）現場。

美國德克薩斯州站

當地時間5月22日至24日，2023重慶文化旅游全球推廣活動在美國德克薩斯莎士比亞戲劇節舉辦地基爾戈市舉行。24日晚，重慶文化旅游推介會精彩亮相該戲劇節主舞臺。重慶文旅代表團團長劉旗向戲劇節各位藝術家發出盛情邀約，重慶文旅推介人高雅笑子向觀眾呈現重慶獨特的文旅資源。

以文化人，更能凝結心靈；以藝通心，更易溝通世界。2010年7月，由重慶“光榮之下”青年劇團創排的《重慶·1937》在該戲劇節由中美兩國演員共同完成首演，成功推動該戲劇節設立國際文化交流單元“中國戲劇之夜”。

本次戲劇節組委會專設空間用于重慶文旅圖片展，向全美近100位藝術家展示，并通過他們向美國民眾隆重推介重慶，也為重慶探索面向外國藝術家群體開展文旅推介積累了寶貴經驗。

近年來，重慶市文化和旅游發展委員會聚焦文化強市和世界知名旅游目的地建設目標，大力支持和培育文藝院團打造具有世界影響力、彰顯巴蜀特色、中國風范的作品，重慶市川劇院、重慶歌舞團、重慶雜技藝術團、重慶芭蕾舞團等9家市級文藝院團，攜川劇交響樂《鳳儀亭》、舞劇《杜甫》、魔術節目《傘叢扇影》、芭蕾舞劇《百年紅梅頌》等一批精品力作登上國際舞臺40余次，支持“光榮之下”等民間院團發揮自身優勢“走出去”，陸續引進一批國際藝術家來渝，打造巴渝文化特色演藝空間，建設國際化都市演藝聚集區，推動形成文化傳播與旅游推廣一體推進、有機融合，全社會共同參與、各主體互補互動的良好局面。

2023重慶文化旅游全球推廣活動在美國德克薩斯莎士比亞戲劇節舉辦地基爾戈市舉行。

巴黎“重慶之窗”系列交流推廣活動在法國啟動

5月21日，是聯合國確定的“國際茶日”。5月16日，由重慶市文化和旅游發展委員會與法國巴黎中國文化中心共同策劃的“茶和天下·雅集”，拉開了巴黎“重慶之窗”系列交流推廣活動的序幕。

重慶市文化和旅游發展委員會副主任秦定波率九龍坡區、大足區、武隆區、重慶圖書館代表赴法國出席活動。巴黎中國文化中心主任劉紅革，中國駐法國使館文化處公使銜參贊嚴振全、前法國國家旅游委員會秘書長讓·路易·巴蘭朵、法國文化部榮譽戲劇總監讓-皮埃爾·余爾斯等150余名嘉賓出席。

中法嘉賓共同為“茶和天下·雅集”活動剪彩。

劉紅革表示，茶是中國的重要文化標識，中國茶藝是中國連通世界的重要文化紐帶，希望更多的法國朋友知茶、品茶、愛茶，共品茶香茶韻，共享美好生活。

秦定波介紹了重慶的歷史文化和獨特富集的旅游資源，他表示，本場活動向法國人民打開了一扇“重慶之窗”，展示這座山水之城的壯美風景和歷史文化。重慶將依托巴黎中國文化中心推出圖片展、重慶圖書角、非遺體驗、小型文化展演和文創精品展等文旅主題常態化推介活動。

重慶國際文旅之窗將陸續策劃實施各相關區縣赴巴黎文旅推廣招商，立足巴黎覆蓋法國，以點帶面輻射重慶入境游歐洲主要客源地，不斷提升重慶文旅的國際吸引力、影響力、關注度。

文/本刊記者 楊艷 圖/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