Come to China After Work on Friday! The “Global Distinguished Figures’ Journey along the ShuDao” Visiting Event Is Now Live!

When it comes to Sichuan, what comes to mind? For Japanese and South Korean internet users, the culture of the Three Kingdoms is undoubtedly an essential topic. In Japan, the comic “Three Kingdoms” has sold over 70 million copies, and the video game “Romance of the Three Kingdoms” continues to enjoy popularity 39 years after its release. There have even been knowledge exams related to the Three Kingdoms held for many years. In South Korea, many places have built the Guan Yu Temple, and there’s even a saying: “Don’t talk to those who haven’t read stories about the Three Kingdoms.” The culture of the Three Kingdoms captivates audiences and internet users in both Japan and South Korea. As a province deeply tied to this rich history, Sichuan is also home to other cultural elements including giant pandas, Sanxingdui, delicacies, and intangible cultural heritage. For many Japanese and South Korean internet users, it has become a “must-visit” destination in their lifetime.

Since the beginning of this year, Sichuan has ranked fourth in China in terms of the number of foreign nationals entering under the 144-hour visa-free transit policy. Meanwhile, Chengdu has ranked among the top five most popular cities for foreign visitors. According to statistics from the Sichuan General Station of Exit and Entry Frontier Inspection, in the first half of 2024, over 230,000 foreign nationals entered through Chengdu’s air port, a 432% increase compared to the same period last year. Of these, more than 95,000 entered under the visa-free policy, accounting for 41% of the total.

Just in November this year, China expanded the implementation of its visa-free policy twice, granting visa-free entry to citizens of 18 additional countries within a month. Following the announcement, foreign tourists from around the world formed a “Chinese tourism queue”. Among them, Japan and South Korea have experienced a “weekend tourism trend”, with the topic “Go to China After Work on Friday” quickly trending on South Korean social media.

Sichuan, known for its rich cultural heritage—ranging from the Three Kingdoms and giant pandas to intangible cultural heritage and gourmet cuisine—has become a major attraction for Japanese and South Korean tourists. These cultural elements are all interconnected by the ancient ShuDao, a historic route that spans thousands of years. Between the Guanzhong Plain and the Sichuan Basin, the Qinling and Daba mountains are lying in between. In ancient times, people built paths and routes that traversed these mountains to establish communication and connection, which include the Chencang Road, Baoxie Road, Tangluo Road, and Ziwu Road in the north, as well as the Jinniu Road, Micang Road, and Lizhi Road in the south. They also feature branch lines like Qishan Road and Yinping Road, forming an extensive road system. The road system was referred to as the ShuDao. The ShuDao is not only a “living fossil” of ancient China’s land transportation but also a vivid reappearance of “half of Chinese history.”

The years 2025 and 2026 will be designated for cultural exchanges between China, Japan, and South Korea. From December 16th to 20th of this year, the “Global Distinguished Figures’ Journey along the ShuDao” visiting event, hosted by the Sichuan Provincial Bureau of Radio and Television and the Sichuan Daily Press Group, and organized by the Sichuan International Communication Center and Kwai, will bring together 19 overseas internet influencers and content creators. They will embark on a legendary journey along the ancient ShuDao, a path with a history of thousands of years, to explore the rich legacy of the Three Kingdoms.

For this event, the SICC has invited overseas content creators and internet celebrities from countries such as Japan, South Korea, and Brazil to form a visiting group. Over the course of one week, they will travel to cities like Chengdu, Guangyuan, and Nanchong, exploring iconic sites such as the Wuhou Shrine, Baima Pass, Jianmen Pass, and Cuiyunlang Road. Journeying through time and space, these internet celebrities are going to immerse themselves in the historical depth and cultural fusion of the thousand-year-old ShuDao. With the focus on “Three Kingdoms culture” and the theme of “tracing the footsteps of ancient Shu”, the visiting group will follow the “Three Kingdoms” route to encounter historical sites, folk traditions, and ecological developments along the ShuDao. They will experience and present the beauty of Sichuan from multiple perspectives, and create new audiovisual works after drawing inspiration from the “Three Kingdoms” and the “ShuDao”. These internet celebrities aim to share the stories of the ShuDao with a broader overseas audience and showcase its legendary tale through their unique lenses.

Starting tomorrow, the SICC will provide full coverage of the the “Global Distinguished Figures’ Journey along the ShuDao” visiting event. Want to join overseas celebrities online as they tour the ShuDao and be the first to learn about their exciting stories and adventures? Follow us to travel through the ShuDao together!