“Nihao! China” Hunan Cultural and Tourism Promotion Event Held in Dubai

On the afternoon of September 9 local time, the “Nihao! China” Hunan Cultural and Tourism Promotion and “Taste of Hunan” Banquet took place in Dubai, the UAE.

The event was attended by Shen Xiaoming, Secretary of the CPC Hunan Provincial Committee; Zhang Yiming, Chinese Ambassador to the UAE; Wang Yi, Acting Consul General of China in Dubai; H.E. Abdulrahman Al-Muaini, Assistant Undersecretary of the UAE Ministry of Economy and Tourism; Prince Rashid Al Qasimi of the Sharjah royal family; and the Minister of Finance of the Emirate of Fujairah and his spouse, among others.

Bridging Mountains and Seas to Create a New Vision for Culture and Tourism

At the event, The Song of Chili Peppers presented by Hunan Song and Dance Theatre under Hunan Performing Arts Group captivated the audience with its lively and fiery rhythm. This was followed by Ya Salam Ya Dubai, a song rich in Dubai’s local flavor, which unfolded an exotic tapestry and created a vibrant, multicultural atmosphere.

In her speech, Li Aiwu, Secretary of the CPC Leadership Group and Director-general of the Hunan Provincial Department of Culture and Tourism, noted that Hunan, with its long history, rich culture, beautiful landscapes, and thriving industries, is one of the provinces with the deepest cultural heritage and the most abundant tourism resources in China. At present, Hunan is leveraging the 240-hour visa-free transit policy to accelerate the development of the Greater Zhangjiajie International Tourism Zone and to position itself as a new hub of reform and opening-up in inland China. She expressed the hope that this event would further advance cultural and tourism cooperation between Hunan and the Middle East, accelerate the opening of direct flights between Changsha and Dubai, jointly develop “Hunan + Middle East” connecting travel products, and deepen media and IP cooperation, so as to jointly write a new chapter of cultural and people-to-people exchange between China and the Middle East.

Her speech was followed by H.E. Abdulrahman Al-Muaini, Assistant Undersecretary of the UAE Ministry of Economy and Tourism, who said that the UAE is home to diverse global cultures, while Hunan boasts rich cultural heritage and natural resources. Exchanges in culture and tourism between the two sides can not merely enhance mutual understanding, but lay a social foundation for advancing economic and trade partnerships and long-term cooperation, thereby deepening the implementation of the Belt and Road Initiative. He added that the UAE is committed to strengthening cooperation with Hunan in tourism, arts, and culture, and looks forward to carrying out a variety of projects and activities to showcase the unique tourism appeal of both sides and attract visitors to explore and experience.

At the event, Hunan’s culture and tourism promotion officer highlighted the province’s signature attractions, including the quartz sandstone peak forests of Zhangjiajie, Changsha—designated as a “Creative City of Media Arts” by UNESCO, Mount Hengshan—revered as the “Longevity Mountain in China,” and Liuyang—known as the “hometown of fireworks.” From the starry skies over the Arabian Desert to the lush mountains of Hunan, from Dubai’s modern prosperity to the bustling streets of Changsha, the distinct charms of each region share a common yearning for “wonderful journeys.” Liuyang fireworks, carrying a millennia-old craftsmanship and infused with modern creativity, were also featured in the promotional video Liuyang Fireworks: Lighting Up Happiness, which was warmly received by the participants.

Project Launch to Deepen and Solidify Cooperation

In recent years, exchanges and cooperation between Hunan and the UAE have grown increasingly close. Popular variety shows such as Divas Hit the Road and Go for Happiness have been successfully filmed in Dubai, while Hunan’s intangible cultural heritage performances and acrobatics have been showcased in the UAE on multiple occasions, earning widespread acclaim. In June this year, Hunan Broadcasting System and the Dubai Department of Economy and Tourism signed a strategic memorandum to launch comprehensive cultural and tourism cooperation. In August, the Middle East influencers Noor Stars and Baneen Star visited Hunan, injecting fresh momentum into exchanges between the two regions. During this Dubai trip, Hunan Huaxia Investment Group and UAE’s Legend Holdings Group, as well as Hunan Huatian International Travel Agency and Dubai Holiday Privileges Travel Company, respectively signed strategic cooperation agreements, further deepening exchanges and collaboration between Hunan and the UAE’s cultural and tourism sectors.

At the event, the Chief Content Officer of Mango TV, Hunan Broadcasting System provided a detailed introduction to Hunan Broadcasting System’s “Three-Year Mango Going Global Action Plan.” According to the plan, Hunan Broadcasting System will continue to expand Mango TV’s international App operations in the Middle East; by December 2025, a regional entity will be established in Dubai to oversee content production, distribution, and localized operations across the Middle East market.

In addition, the launch ceremony of the Middle East travel variety show Nihao! MARHABAN was held at the event. The program extends China–Arab cultural exchange from “inter-government cooperation” to “people-to-people resonance,” conveying a friendly and inclusive atmosphere through its lens.

Hunan Products Go Global: Where Scenery and Warmth Strike a Chord

In the outdoor display area, Hunan’s cultural and tourism photo exhibition and intangible cultural heritage products drew huge attention. The participants of the event paused before the 50-image showcase of Hunan’s cities and prefectures, trying to understand the province’s picturesque landscapes and rich cultural heritage through the photos. At the Hunan tea section, the mellow taste of Fuzhuan tea, the rustic charm of Thousand-Liang (each tea log of about 36.25 kg) Tea, and the refreshing notes of Sangzhi white tea, along with their exquisite craftsmanship, sparked the curiosity of many participants. Particularly captivating was the Junshan Yinzhen tea presented by Hunan’s provincial-level representative inheritor Yi Qionghui: as boiling water was poured over the tea leaves, the tea leaves seemed to dance, floating and sinking gracefully like silver needle—a spectacular “dancing tea” that left the participants in awe.

At the Xiang embroidery section, provincial-level representative inheritor Chen Xinxiang sat gracefully at her worktable, the silver needles weaving skillfully through the fabric as she demonstrated the intricacies of double-sided embroidery: one side depicting the majestic head of a tiger, the other side a charming, playful panda. Although the two sides present entirely different scenes, both are vividly lifelike.

In the Hunan porcelain section, exhibits showcasing the craftsmanship of Tongguan kiln ceramics exuded an antique charm, reflecting meticulous artisanal skill. Provincial-level representative inheritor Shen Bin demonstrated the underglaze polychrome porcelain technique in Liling, skillfully painting the pattern of A Myriad of Colors at the site. The delicate brushwork and vibrant colors captivated the participants, who paused to admire and immerse themselves in the elegance and vitality of this Eastern porcelain artistry.

Other exhibits, including Dong brocade and cultural and creative products from Hunan Museum, showcased distinctive Hunan features, allowing the participants to truly experience the vitality of Hunan culture as it perfectly blends tradition with modernity.

At the Hunan Cuisine Tasting Banquet, more than ten renowned Hunan chefs prepared a variety of dishes using ingredients from both China and the UAE. Following halal certification and requirements, they showcased Hunan’s distinctive cooking methods and seasonings, allowing the participants to savor the essence of Hunan cuisine even far from home—“each dish with its own style, a hundred dishes with a hundred flavors”. The event also launched the “Healthy Hunan Cuisine” international training program, which is designed to build a platform for global culinary exchange and to promote the concept and techniques of “Healthy Hunan Cuisine.”

During the cultural experience segment, UAE-based influencer Noor Stars, who has tens of millions of followers, shared highlights from her trip to Hunan—from the peculiar peaks and clouds in Zhangjiajie, to the bustling night markets of Changsha, from the evening charm of Fenghuang Ancient Town, to the fiery flavors of Hunan cuisine. Her vivid and heartfelt storytelling resonated deeply with the entire audience.

The event not only fully showcased Hunan’s natural landscapes, historical culture, and modern vitality, but also built a bridge for exchange and mutual learning between Hunan and the Middle East region through cultural and tourism promotion, IP co-creation, and culinary exchange. It further injected fresh cultural and tourism momentum into the high-quality development of the Belt and Road Initiative and the advancement of the China–UAE strategic partnership.

The event, which was guided by the Embassy of the People’s Republic of China in the UAE and the Consulate General of China in Dubai, was jointly organized by the Hunan Provincial Department of Culture and Tourism, the Department of Commerce of Hunan Province, the China Cultural Center in the UAE, and Hunan Broadcasting System.