The “Hometown of Confucius, Friendly Shandong” Cultural and Tourism Promotion & “Mid-Autumn Festival: A Moonment to Remember” Performance took place in Kuala Lumpur, Malaysia.

Jointly organized by the Shandong Provincial Department of Culture and Tourism and the China Cultural Centre in Kuala Lumpur, the event featured policy briefings, tourism route launches, influencer sharing, intangible cultural heritage showcases, and cultural performances. It comprehensively presented Shandong’s premium cultural and tourism resources along with its entry-friendly policies, encouraged deeper collaboration among travel agencies, airlines, and scenic destinations from both sides, and supported the global Mid-Autumn Festival brand promotion campaign “Mid-Autumn Festival: A Moonment to Remember.” The initiative injected new momentum into local exchanges between Shandong and Malaysia as well as broader people-to-people exchanges between the two countries.

Distinguished guests in attendance included: Dato Seri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia, represented by YBrs. Mr. Chua Choon Hwa, Deputy Secretary-General (Tourism); Mr. Samuel Lee Thai Hung, Deputy Director General (Promotion II) of Tourism Malaysia; Mr. Lin Wu, Secretary of the CPC Shandong Provincial Committee, Chairman of the Standing Committee of Shandong Provincial People’s Congress; Mr. Fan Bo, Member of the Standing Committee and Secretary-General of the CPC Shandong Provincial Committee; Mr. Zheng Xuefang, Chargé d’Affaires of the Embassy of the People’s Republic of China in Malaysia; Madam Han Ning, Director of the China Cultural Centre in Kuala Lumpur; along with representatives from travel associations, airlines, travel agencies, and media friends. More than 200 guests attended the event to witness this important moment in cultural and tourism cooperation.

In his keynote speech entitled “Appreciate the Unique Charm of Qilu Culture and Embark on a Journey to the Mountains and Seas Together,” Mr. Fan Bo highlighted that this event aims to implement the important consensus reached by the leaders of both countries, further deepen bilateral cooperation, and strengthen cultural exchange. He introduced Shandong’s economic and social development, promoted its long-standing history and abundant tourism resources, and put forward four proposals: expanding new spaces for local exchanges, building new platforms for cultural dialogue, creating new models for tourism development, and constructing new bridges of mutual understanding. He extended a warm invitation to all guests to visit Shandong, to enjoy its flourishing culture, scenic landscapes, seasonal charms, and heartfelt hospitality, and to experience the unique allure of the “Hometown of Confucius, Friendly Shandong.”

Mr. Zheng Xuefang stated that the friendship between China and Malaysia has endured for millennia and continues to grow stronger with time, standing as a shining example in the international community of countries achieving mutual success and win–win cooperation. He expressed his pleasure in seeing exchanges and cooperation between Shandong and Malaysia in the fields of economy and trade, culture, science and technology, and transportation continue to deepen and become more substantive, jointly contributing to the beautiful blueprint of the Belt and Road Initiative. He also expressed the hope that, through the Ministry of Culture and Tourism of the People’s Republic of China globally recognized brand event “Mid-Autumn Festival: A Moonment to Remember,” the profound meaning of reunion and happiness symbolized by the Mid-Autumn Festival would be conveyed, helping to build broad consensus on the practice of the Global Development Initiative. Through mutual learning among civilizations, he emphasized, China and Malaysia can further enhance mutual understanding and friendship between their peoples, and together create a peaceful and bright future.

YBrs. Mr. Chua Choon Hwa noted that China and Malaysia are important source markets for each other’s tourism industry. The flourishing two-way tourism not only boosts economic growth but also enhances mutual understanding between the peoples. He expressed strong anticipation for an even brighter future in bilateral tourism cooperation, particularly with the arrival of Visit Malaysia Year 2026.

At the event, Southeast Asian travel influencers promoted Shandong’s inbound tourism routes and shared their first-hand experiences, praising the “Foreign Influencers Travel in Shandong” program. Qingdao Airlines marked the first anniversary of its direct flight to Kuala Lumpur with a video presentation and announced increased flight frequencies, ticket discounts, higher baggage allowances, and the “Free Tour of the Three Confucian Sites” campaign. Together with the Shandong Provincial Department of Culture and Tourism, it also issued inspection invitations and complimentary tickets to Malaysian industry partners, further strengthening two-way tourism cooperation. Meanwhile, Shandong Radio and Television launched the documentary “Master Yijing”—scheduled to premiere in April 2026—and officially inaugurated the “Shandong–Kuala Lumpur 10,000-Person Mutual Visits Program.”

On the eve of the Mid-Autumn Festival, under the framework of the Ministry of Culture and Tourism of the People’s Republic of China global brand “Mid-Autumn Festival: A Moonment to Remember,” Shandong Song and Dance Theatre joined hands with Malaysian artists to stage a unique cultural performance. The show featured six programs rich in Shandong’s artistic flair—including traditional music, acrobatics, opera, and dance—while integrating Malaysian traditional dances. The performance not only showcased Shandong’s artistic achievements and the Confucian cultural spirit but also celebrated the deep friendship between China and Malaysia in a festive atmosphere. The performers displayed great passion and skill, and the enthusiastic audience responded with waves of applause, creating a vibrant scene.

In addition, Shandong presented live demonstrations of intangible cultural heritage crafts such as Qufu carved wood, Nishan inkstones, Dongchang gourds, Lu-style inside-painting, Yangjiabu New Year woodblock prints, and Qingdao mother-of-pearl inlay. These exhibits captivated guests from both China and Malaysia.

During the visit, Mr. Lin Wu also met with YAB Dato’ Sri Haji Fadillah bin Haji Yusof, Deputy Prime Minister of Malaysia & Minister of Energy Transition and Water Transformation (PETRA).