Global Distinguished Figures' Journey along the Shudao held in Chengdu

On December 16th, the launch ceremony of the "Tracing History along the ShuDao, Where the Winds of the Three Kingdoms Rise" Global Distinguished Figures' Journey along the ShuDao was held in Chengdu, Sichuan. The event spans 5 days, with the "ShuDao" as the central theme and the "Three Kingdoms" as its historical foundation. 19 international celebrities have been invited to Sichuan to gather material for creating content, while also showcasing the profound heritage of the ShuDao and the rich historical culture of the Three Kingdoms to a global audience.

The event is hosted by the Sichuan Provincial Bureau of Radio and Television and the Sichuan Daily Press Group, and organized by the Sichuan International Communication Center (SICC) and Beijing Kuaishou Technology Co., Ltd. Distinguished guests at the launch ceremony included Li Xiaojun, Director of the Sichuan Provincial Bureau of Radio and Television; Chen Lan, Chairwoman of the Sichuan Daily Press Group and Sichuan Daily; and Liu Zhen, Vice President of Beijing Kuaishou Technology Co., Ltd. In addition, internet celebrities from countries such as Japan, South Korea, Mexico, Brazil, and others, along with representatives from provincial and municipal media, and delegates from Sichuan's overseas enterprises, gathered to embark on this cultural exploration journey.

"China's vast and profound culture is an important inspiration in my content creation." At the event, Kiko, a representative of overseas internet influencers, expressed great anticipation for the upcoming journey along the ShuDao.

It is reported that the 19 overseas internet celebrities and content creators participating in this event include @Sakae_kiko, @Yaname's travel, @ddihye, @Max Y Noelia, and @Yanchanch, with a combined total of over 10 million followers. The internet celebrities will travel to Chengdu, Deyang, Guangyuan, and Nanchong from December 16th to 20th to visit iconic landmarks such as the Sanxingdui Museum, Zhaohua Ancient City, Cuiyunlang Road, and Jianmen Pass. These sites not only carry a wealth of historical and cultural significance, but also serve as key symbols of the ShuDao and the Three Kingdoms cultures. Through this journey, the overseas celebrities will gain a deeper understanding of Chinese civilization while strengthening mutual friendships by exploring the ShuDao and engaging in discussions about the Three Kingdoms.

Historically, the ancient ShuDao served as a major transportation artery, a military hub, and a cultural link. Today, the ShuDao continues to hold significant value in areas such as historical research, cultural heritage, ecological conservation, and tourism development. The rich natural and cultural resources along the route attract an increasing number of domestic and international visitors. The "Tracing History along the ShuDao, Where the Winds of the Three Kingdoms Rise" Global Distinguished Figures' Journey along the ShuDao is not only a cultural exchange event but also a unique opportunity for global audiences to explore traditional Chinese culture and history. In doing so, it helps spread the allure of the ShuDao and the Three Kingdoms culture to various corners of the world.

In recent years, the Sichuan Provincial Bureau of Radio and Television has been dedicated to enhancing its international communication capabilities, with a focus on themes such as the "Three Kingdoms, Three Sus, Sanxingdui, Intangible Cultural Heritage, ShuDao, and Giant Pandas." By creating international communication and audiovisual service brands like "Sichuan in Camera Lens," "Mysterious Civilization," and "Filming in Sichuan," the bureau actively integrates global creative forces and channel resources. It leverages platforms such as short videos, micro-dramas, and new audiovisual media to effectively promote Chinese culture. On May 27th of this year, the 9th Trilateral Summit Meeting among China, Japan, and the ROK decided to designate 2025-2026 as the China-Japan-South Korea Cultural Exchange Year. In this context, the Sichuan Provincial Bureau of Radio and Television, in collaboration with the Sichuan Daily Press Group, launches the "Global Distinguished Figures' Journey along the ShuDao". This initiative adopts a "government + media + enterprises" cooperation model, inviting overseas content creators to visit Sichuan, and establishing an overseas "creator partner group" for Sichuan's audiovisual industry. The project aims to develop high-quality overseas audiovisual content centered on the theme of the "ShuDao," thus continuously expanding the international recognition of the ShuDao. It also provides a platform for exchanges and cooperation among global audiovisual creators, local cultural tourism, rural revitalization, and enterprises going global.

One of the key features of this event is the strong support from the government and the media, which together maximize the creativity and influence of overseas internet celebrities. The SICC manages 2 international communication journals, 3 international communication websites, and nearly 100 overseas social media accounts. It also boasts a reach of over 20 million overseas users and an international dissemination volume exceeding 5 billion. Leveraging these unique advantages, the SICC has built a robust creator platform that connects over 740 overseas content creators through content cooperation, copyright agreements, online planning, offline activities, and other initiatives. For this event, the SICC will produce comprehensive reports, collaborate with overseas internet celebrities to create content, and engage with prominent internet celebrities on international social media platforms, forming a powerful collaborative communication force.

Another key feature of this event is the deep collaboration with the global short video and live-streaming platform Kwai. In parallel, the Convergence Media Center of Peking University has invited its international students to create high-quality content focused on the theme of the "ShuDao." As of the third quarter of 2024, Kwai boasts an impressive 714 million monthly active users, with overseas monthly active users reaching up to 180 million, as announced in 2021. By launching a global content creation challenge, Kwai will promote the event’s content, ensuring it reaches a vast audience across diverse countries and regions. At the same time, professors and international students from Peking University will also participate in video creation, exploring the historical stories and cultural relics along the ShuDao.

During the event, overseas internet celebrities will produce a variety of online audiovisual content, including vlogs, micro-documentaries, creative short videos, and live-streaming. These works will be published on international social platforms such as YouTube, Facebook, Instagram, Kwai, and SnackVideo, showcasing the natural beauty, historical landmarks, and folk culture of the ShuDao to a global audience. Additionally, the event will establish a creative platform for both domestic and international creators, integrating it with overseas social platforms to continually expand Sichuan’s international reputation and influence.

Global Distinguished Figures' Journey along the ShuDao also receives strong support from the Network Live Streaming Committee of China Television Artists Association, the Convergence Media Center of Peking University, Chuanguan News, Cover News, Deyang Municipal Bureau of Culture, Radio, Television, and Tourism, Guangyuan International Communication Center, and the Information Office of Nanchong Municipal People's Government.