Sichuan Showcases ‘Sichuan Ease’ Cultural Tourism Campaign on Global Landmarks

International

New logo and video unveiled in New York, London, Tokyo, Singapore, and Bangkok highlight Sichuan’s cultural depth and natural beauty

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.