-- On June 6, the Fujian Culture and Tourism Promotion Event for the 41st Seoul International Travel Fair, themed "Come to Fujian for a Fujian-Style Life" and "Meet Seoul in the City of Fortune, Fuzhou," was held on the main stage of the Seoul Convention and Exhibition Center (COEX). Hosted by the Fujian Provincial Department of Culture and Tourism and the China National Tourist Office in Seoul, the event was co-organized by the Fuzhou Municipal Bureau of Culture and Tourism and received strong support from the Fujian Chamber of Commerce in Korea. Focusing on Korean and global travel agencies, media outlets, and the general public, the event highlighted Fujian's abundant cultural and tourism assets, with the goal of strengthening China-Korea cultural and tourism collaboration and consistently growing the Korean tourism market. The event saw nearly 200 participants, including representatives from China and Korea's cultural and tourism sectors, travel agencies, overseas Chinese associations, media outlets, and student representatives.
The event began with an opening dance performance titled "Mountains, Seas, and Songs Along the Way." Then, leaders from the China National Tourist Office in Seoul and representatives from the Fujian Provincial Department of Culture and Tourism delivered speeches. Subsequent to the Korean rendition of the Fujian cultural and tourism promotional video, titled "Come to Fujian for a Fujian-Style Life," the host orchestrated a bespoke promotion of Fujian's culture and tourism in Korean. The event featured performances showcasing three forms of intangible cultural heritage—puppetry, paper-cutting, and tea art—and extended a warm invitation to Korean friends to "Visit Fujian and See a Different China."
Additionally, the elegance and charm of Fujian opera were on full display in an excerpt from the classic Min opera, "The Tale of the Twin Butterfly Fans." During the session promoting Fuzhou's culture and tourism, Yoo Ho-in, the "Korean son-in-law," shared his experiences living in Fuzhou in Korean. He discussed local customs and distinctive culinary delights, vividly showcasing the daily warmth and beauty of the "City of Fortune" from a local perspective.
The practical highlights of this promotion included convenient transportation and travel services. The host introduced the "Fortune Comes and Goes" policy at Fuzhou Airport, which offers visitors to Fujian flight discounts and other travel conveniences. Services are made more convenient by this policy to encourage cultural exchange between China and Korea. Subsequently, a video displaying premium inbound tourism routes in Fujian was presented, featuring three itineraries: one connecting World Heritage sites, another showcasing the tea art along a mountain-sea journey, and a third highlighting cultural elegance.
The stage promotion activities concluded successfully with a wonderful flash mob recap. The Min opera Chunhyangjeon, three-hairpin hairstyles, the Peking opera, paper cutting, puppetry, tea art, and the "Heavenly Maiden Scattering Flowers" performance took turns on stage. The grand finale was a "Dae Jang Geum" song-and-dance performance that blended Chinese and Korean cultures, reaching an emotional high point for the audience.
Following the promotion, guests were invited to explore the Fujian exhibition area, where they experienced "A Fujian-Style Life" through an immersive journey. The exhibition area featured a variety of experiences related to traditional intangible cultural heritage, including makeup and styling trials for the Min opera, the She ethnic group, and three-hairpin and floral hairpin styles, as well as lacquer fan making, puppet show performances and interactions, paper-cutting experiences, tea art displays, and incense appreciation. Guests could also sample Fujian delicacies such as olives, Dongmei cakes, Jian'ou cone chestnuts, and taro paste cakes. Travel agents and local visitors stopped to experience Fujian's rich culture and strong local atmosphere firsthand.
In recent years, the number of Korean tourists visiting Fujian has increased significantly due to the continuous relaxation of visa-free transit policies and the regular operation of the Fuzhou-Seoul air route, established in 2024. Korea has become one of Fujian's most important source countries for inbound tourism. In 2025, Fujian received 236,700 tourists from Korea, marking a 134.4% year-on-year increase. Seizing the opportunity of the 41st Seoul International Travel Fair, Fujian had a strong presence in the China exhibition area and held a special promotional event to increase its efforts to promote culture and tourism in Korea. These efforts have laid a solid foundation for raising brand awareness of the "Come to Fujian for a Fujian-Style Life" campaign in the Korean market and for expanding the Korean inbound tourism market.
Contact Info:
Name: Ivy Huang
Email: Send Email
Organization: Chinese Headlines New Media
Website: https://www.52hrtt.com
Release ID: 89194266
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