Sichuan Province Unveils Global Cultural Tourism Initiative at Iconic Landmarks

On October 17, 2025, Sichuan Province made a notable entry into the global tourism scene with the launch of its new cultural tourism logo, "Sichuan Ease." This initiative was unveiled simultaneously at five iconic locations around the world, including Times Square in New York, Westfield in London, Cross Shinjuku Vision in Tokyo, Wilkie Edge in Singapore, and MBK Center in Bangkok. This vibrant, visual presentation aimed to captivate an international audience by showcasing the vast cultural heritage and the stunning natural beauty unique to Sichuan.

The logo, inspired by traditional Chinese cloud patterns and the character ‘Shu’ from ancient oracle bone script, beautifully incorporates the shape of the iconic giant panda and the structure of the Tai Chi diagram. These design elements reflect the philosophy of life in Sichuan—a harmonious blend of tranquility and openness. The logo's vivid colors are inspired by the rich brocade and embroidery traditions of Shu, along with decorative lantern art from Zigong, illustrating both the diverse landscapes that range from breathtaking Danxia formations to lush bamboo groves.

In conjunction with this unveiling, a promotional video was launched, depicting world-renowned attractions such as Jiuzhaigou Valley, the scenic and historical Huanglong area, Daocheng Yading, and the southern Sichuan bamboo sea. The video also highlights symbols of the ancient Shu civilization, such as the golden sun ornaments and the bronze head sculpture with a golden mask, celebrating Sichuan's millennia-old history.

Additionally, the video intertwines cultural elements, such as Sichuan hotpot, Sichuan opera, and the exquisite Shu brocade and embroidery, effectively weaving together tradition and modernity into a captivating representation. Through this creative presentation, Sichuan has warmly extended invitations to travelers from around the globe to discover and experience a journey that promises remarkable wonders and relaxation.

The rich narrative behind the "Sichuan Ease" campaign not only celebrates the diversity of natural landscapes and cultural symbols but also aims to invite international visitors to engage deeper with the vibrant heritage of this culturally rich province. The integration of elements like the panda, a symbol of peace and conservation, alongside historical references are testament to the province's commitment to sustainability and cultural preservation.

As tourism seeks to recover and flourish post-pandemic, initiatives like those from Sichuan not only provide a platform for engaging prospective travelers but also reinforce the importance of cultural exchange and understanding. This dynamic approach to cultural tourism emphasizes the province's readiness to welcome global visitors, sharing with them the true essence of Sichuan and its well-deserved recognition on the world stage.

In conclusion, Sichuan's innovative approach through the "Sichuan Ease" campaign highlights its dual commitment to cultural preservation and promoting tourism, making it a notable case in the realm of global cultural initiatives. Travelers seeking unique experiences will find Sichuan to be a treasure trove of history, culture, and natural beauty, promising a memorable adventure beyond the ordinary.