A trade promotion event designed to connect Chinese cultural and tourism enterprises with overseas markets was held in Beijing on June 24.
The Finest Cultural Gifts from China Cultural and Tourism Trade Promotion Activity was jointly organized by the Department of Industrial Development of the Ministry of Culture and Tourism, the Department of Services for Foreign Ministry Home and Overseas Offices, the Beijing Municipal Bureau of Culture and Tourism, and Dongcheng district.
Focusing on international trade in the cultural and tourism sectors, the event brought together ambassadors and diplomatic representatives from 14 countries and regions, including Guyana, Bahrain, the Philippines, Cambodia, Albania, Benin and Croatia, along with senior officials from the Shanghai Cooperation Organization. By drawing on diplomatic networks and international engagement platforms, it aimed to strengthen business ties between Chinese enterprises and global partners.
More than 30 enterprises were selected to participate in the exhibition, showcasing a diverse range of products and services spanning cultural and creative items, intangible cultural heritage, cultural technology, performing arts equipment, lifestyle brands, and cross-border commerce. More than 20 companies conducted on-site presentations and business promotion sessions.
During the product roadshow session, representatives from 11 organizations and enterprises, including Guangzhou's Nansha district, Pop Mart and China Oriental Performing Arts Group, introduced their products and services. The presentations highlighted the unique appeal, commercial value, and global market potential of Chinese cultural products and cultural-tourism services.
The event placed particular emphasis on business matchmaking and the conversion of cooperation opportunities into tangible outcomes. Participating enterprises met with domestic and international partners, promoted their competitive strengths in overseas markets, and established connections with platforms, local governments, and companies across related industry chains. Through diplomatic channels, enterprises also expanded links with chambers of commerce and business associations in target markets, while overseas Chinese business networks created additional opportunities for collaboration and market access.
Foreign guests praised the event for demonstrating the vitality, innovation, and cooperation potential of China's cultural enterprises. Many said they hoped to use the platform to connect with more high-quality Chinese businesses and explore future partnerships. Participating companies likewise described the event as a valuable opportunity to deepen trade exchanges, facilitate business cooperation, and expand into international markets.
The Finest Cultural Gifts from China is a trade promotion brand initiative developed by the Department of Industry Development of the Ministry of Culture and Tourism. Since its launch, the program has sought to promote culturally distinctive, high-value, and market-oriented Chinese products and services while fostering connections among enterprises, buyers, cross-border e-commerce platforms, and media organizations. Since 2022, 18 editions of the event have been held in China and overseas, covering themes such as Chinachic cultural products, fashion consumption, creative lifestyles, intangible cultural heritage, and time-honored brands.
About 150 people attended the event, including diplomats from Asia, Africa, Europe, and South America, officials from international organizations, representatives of central and local government departments, international business associations, overseas buyers, industry organizations, cultural and tourism enterprises, universities, and media outlets.
