"Zhejiang Culture and Tourism Promotion Event" Held in Seoul... Opening a New Chapter in Korea-China Tourism Cooperation

On July 8, the "Mountains and Seas in Harmony, Reviving the Scenery of Jiangnan - Shihua Zhejiang (Korea) Culture and Tourism Promotion Event," jointly hosted by the Zhejiang Provincial Department of Culture, Radio, Television and Tourism and the China National Tourist Office in Seoul, was held in grand fashion at the Four Seasons Hotel in Jongno-gu, Seoul.

More than 120 distinguished guests attended the event, including Chen Lufu, Deputy Director of the Zhejiang Provincial Department of Culture, Radio, Television and Tourism; Shen Xiaogang, Minister-Counselor of the Embassy of China in Korea and Director of the Chinese Cultural Center in Korea; Zhang Luoyu, Director of the China National Tourist Office in Seoul; Yan Liang, Deputy Secretary-General of the Trilateral Cooperation Secretariat; Wang Xun, General Manager of China Southern Airlines Korea Branch; Kim Jonghun, Executive Director of the International Tourism Division at the Korea Tourism Organization; Lee Jinseok, President of the Korea Association of Travel Agents (KATA); Kwon Myeonghee, Deputy Director of the Seoul Tourism and Sports Bureau; Oh Mikyung, Deputy Director of the Jeollanam-do Tourism and Sports Bureau; and Yoo Sangcheol, Vice President of the Korea-China Friendship Association. Together, they opened a new chapter of cultural and tourism cooperation between Zhejiang and Korea.

In his welcome speech, Chen Lufu stated, "Zhejiang is an important birthplace of Chinese civilization, boasting a splendid heritage such as the Shangshan culture and Liangzhu relics. Cultural symbols like Hangzhou silk and West Lake Longjing tea are world-renowned." He went on to introduce that "since 2024, tourism exchanges between Zhejiang and Korea have become more active, with more than 100,000 tourists from Zhejiang visiting Korea, and about 160,000 Korean tourists visiting Zhejiang." He also emphasized that the implementation of the 240-hour visa-free transit policy, the operation of more than 40 direct flights per week, and the launch of the "Haiyu" smart platform have made exchanges between the two countries even more convenient. He encouraged Korean citizens to visit Zhejiang in person and experience the charm of "Shihua Zhejiang."

In his congratulatory remarks, Minister-Counselor Shen Xiaogang introduced the profound cultural heritage of Zhejiang, explaining its connections with Chinese historical figures familiar to Koreans, such as Bai Juyi, Su Dongpo, Wang Yangming, and Lu Xun. He specifically mentioned the ties between leaders of the Korean Provisional Government and Zhejiang, stating, "Zhejiang is a region rich in talent, blessed with beautiful scenery, and deep in cultural heritage. I hope that Korean citizens will visit in person to experience the unique charm of Zhejiang."

At the event, Ding Zhenzhe, Director of the Zhejiang Provincial Department of Culture and Tourism's Korea Promotion Center, introduced five tourism theme routes tailored for the Korean market, offering Korean tourists a variety of options to experience "Shihua Zhejiang" more deeply.

Subsequently, Deputy Director Chen Lufu and Deputy Director Kwon Myeonghee signed a memorandum of understanding on cultural and tourism cooperation on behalf of both sides. They agreed to strengthen cooperation in various areas, including mutual promotion of tourism resources, collaboration on attracting tourists, linkage of festival events, and exchanges of tourism professionals.

After the promotion event, representatives from the tourism industries of both countries continued with more detailed exchanges and discussions. Both sides shared in-depth opinions on specific areas of cooperation, market trends, and product improvements, laying the groundwork for future business initiatives and practical cooperation.

The successful hosting of this event is seen as a clear example of both Zhejiang and Korea's aspirations to deepen people-to-people exchanges and promote civil friendship through cultural and tourism cooperation. It is evaluated as having provided new momentum for the development of Korea-China friendship in a new era.