Tourexpi
Sichuan is extending an open invitation to global
travelers through the worldwide launch of its new cultural tourism identity, “Sichuan
Ease.” On October 17 (Beijing time), the logo and promotional video debuted
simultaneously across five international landmarks — Times Square in New York, Westfield
Shopping Centre in London, Cross Shinjuku Vision in Tokyo, Wilkie Edge in
Singapore, and MBK Center in Bangkok — captivating audiences with vivid imagery
of Sichuan’s landscapes, heritage, and modern vitality.
A logo rich in symbolism
The newly revealed “Sichuan Ease” logo draws
inspiration from ancient Chinese cloud motifs and the oracle bone script
character for “Shu,” Sichuan’s historical name. Merging the form of the giant
panda with the Tai Chi diagram, the design reflects the province’s philosophy
of harmony — a balance between leisurely living and openness to the world.
Influenced by Shu brocade, Zigong lantern art, and traditional
embroidery, the logo’s vibrant color palette captures the province’s diverse
terrain — from Danxia landforms to the Southern Sichuan Bamboo Sea — and
symbolizes the dynamic, inclusive spirit of modern Sichuan.
A journey through history and nature
The accompanying promotional video showcases Sichuan’s
most iconic destinations, including Jiuzhaigou Valley, Huanglong, Daocheng
Yading, and the Southern Sichuan Bamboo Sea. It also celebrates the province’s
ancient Shu civilization, featuring artifacts such as the Sun and Immortal
Birds gold ornament and the bronze head with gold mask from the Sanxingdui
site.
Cultural touchstones like Sichuan hotpot, opera, and brocade
craftsmanship weave tradition and modern creativity into a single narrative,
offering a multisensory glimpse into Sichuan’s rich identity.
A global invitation from the heart of China
Through this synchronized international campaign, Sichuan
positions itself as a destination of “leisurely ease and remarkable wonders.”
The province extends a warm invitation to travelers worldwide to explore its ancient
heritage, vibrant culture, and breathtaking natural landscapes — and to
experience firsthand the balance of serenity and vitality that defines the
essence of Sichuan.
Image
Credit: © Sichuan
International Communication Center
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