#China #Chengdu #Sichuan Ease #Jiuzhaigou Valley #Sichuan Opera

Sichuan Launches 'Sichuan Ease' Cultural Tourism Logo Globally

On October 17, 2025, the Sichuan International Communication Center proudly unveiled the 'Sichuan Ease' cultural tourism logo, which made its global debut at five iconic locations worldwide: Times Square in New York, Westfield Shopping Centre in London, Cross Shinjuku Vision in Tokyo, Wilkie Edge in Singapore, and the MBK Center in Bangkok. This remarkable initiative aims to introduce the rich cultural heritage and astonishing natural landscapes of Sichuan to a broader international audience.

The design of the logo draws inspiration from traditional Chinese cloud patterns and the ancient oracle bone script character 'Shu'. Additionally, it creatively integrates the silhouette of the giant panda with the structure of the Tai Chi diagram, reflecting the harmonious lifestyle philosophy of Sichuan that embodies both 'gentle ease' and 'openness'. The colors and richness of the logo also evoke the exquisite Shu brocade and embroidery of the region, as well as the lantern arts of Zigong.

Sichuan is famous for its breathtaking landscapes, including the majestic Danxia landforms and serene bamboo seas. The newly launched website not only highlights these diverse natural features but also conveys a message of cultural vibrancy and inclusivity. An accompanying promotional video showcases globally recognized attractions such as Jiuzhaigou Valley, Huanglong Scenic Area, Daocheng Yading, and the Southern Sichuan Bamboo Sea. It also features symbols from the ancient Shu civilization, such as the Sun Gold ornament and the bronze head portrait with a gold mask, paying homage to the province's millennia-old history.

Simultaneously, the video interweaves cultural elements representative of Sichuan, such as the renowned Sichuan hotpot, the Sichuan opera, and the exquisite Shu brocades and embroideries, blending tradition and modernity into a captivating narrative. This extensive launch of Sichuan, China warmly invites travelers worldwide to explore a journey filled with ease and remarkable wonders.

The 'Sichuan Ease' logo serves not only as a brand but as a symbol of the cultural identity and natural beauty that information seekers and travelers alike crave to discover. The international exposure brings a fresh perspective to Sichuan's tourism efforts and sheds light on its cultural narrative, aiming to attract visitors interested in unique and enriching experiences.

With this significant campaign, Sichuan’s tourism vision is clear: to establish itself as a premium cultural tourism destination on the global stage, welcoming all who seek adventure and tranquility within its rich landscapes and thriving cultural scenes. Travelers are encouraged to discover not only the delicious cuisine and lively entertainment but also the historical and artistic treasures that reflect the region’s identity and heritage. From breathtaking views to vibrant local traditions, Sichuan is set to captivate hearts and minds internationally, one unforgettable experience at a time.