From September 5 to 7, 2025, the MATTA Fair, Malaysia’s largest international tourism exhibition, was held in Kuala Lumpur. Covering 40,000 square meters with 1,794 booths, the fair brought together nearly 300 tourism organizations and enterprises from more than 20 countries and regions worldwide.At this year’s fair, Sichuan highlighted its cultural and tourism brand “Splendid Sichuan, Land of Abundance” through diverse forms of presentation, including visual displays, interactive experiences, and cultural showcases. The Sichuan booth created a distinctive and appealing exhibition space that stood out within the “Nihao! China” national exhibition area. With its striking brand imagery and immersive cultural experiences, the booth attracted keen interest and enthusiastic responses from international visitors.
The booth design seamlessly combined Sichuan’s traditional charm with modern aesthetics. A themed photo zone recreated the atmosphere of a traditional Sichuan teahouse, where panda mascots warmly welcomed guests and invited them to enjoy tea. Interactive activities such as panda painting, intangible cultural heritage rubbing, and Chengdu-themed graffiti drew large numbers of visitors to participate. The “Splendid Sichuan, Land of Abundance” brand logo and large-scale visuals created a powerful visual impact, prompting many visitors to take photos and share them on social media.
On the first day of the fair, the “Splendid Sichuan, Land of Abundance” Cultural and Tourism Public Promotion in Malaysia was held concurrently. More than 100 attendees were present, including Han Ning, Director of the China Cultural Center in Kuala Lumpur; Lee Thai Hung, Deputy Director General of Tourism Malaysia; Nigel Wong Chun Teim, President of the Malaysian Association of Tour and Travel Agents; as well as representatives from local travel agencies, airlines, media outlets, and the public. In his remarks, Wang Chengping, Deputy Director General of the Sichuan Provincial Department of Culture and Tourism, emphasized that Malaysia is one of Sichuan’s key inbound tourist markets. He noted that the launch of the cultural tourism brand logo provides an opportunity to further deepen practical cooperation with Malaysia in the cultural and tourism sectors, with the goal of achieving mutual promotion of resources, two-way tourist flows, and shared market benefits.
The regional synergy of the “Ba-Shu Cultural and Tourism Corridor” was also fully demonstrated. The exhibition highlighted the cultural charm and premium tourism resources of Sichuan and Chongqing, characterized by “international flair, Chinese essence, and Ba-Shu heritage.” The two regions jointly promoted cross-regional themed routes such as “Exploring the Twin Cities by High-Speed Rail,” offering visitors a convenient “one-stop, two-destination” travel option.”
This participation marked the first official overseas promotion of the “Splendid Sichuan, Land of Abundance” cultural and tourism brand since its global launch on August 14, 2025. Its successful debut in Malaysia further enhanced Sichuan’s visibility and appeal in the international tourism market.
