“Discover Guizhou” campaign series in Malaysia drawing strong interest from local travellers

The “Discover Guizhou: China–Malaysia Cultural Tourism and Audiovisual Exchange Journey” campaign was successfully held on August 29 at Pavilion Kuala Lumpur.

The flagship event, as part of a broader “Discover Guizhou” campaign series in Malaysia running from Aug 8 to Sept 8, 2026, was jointly organised by the International Communication Centre of Guizhou Radio and Television Station, Anshun Tourism Group Co Ltd, Mango Media Sdn Bhd and Pavilion Kuala Lumpur, with support from the Malaysia Guizhou Chamber of Commerce.

The cultural and tourism campaign has drawn strong interest from local travellers by actively positioning the southwestern Chinese province as an emerging, top-tier destination.

Over 100 guests from diverse sectors, including Malaysian government and tourism bodies, media, business associations, tour operators, universities, aviation firms, and Chinese enterprises in Malaysia, alongside over 20 influencers attended.

Key representatives included Seri Kembangan assemblywoman Wong Siew Ki who represented Malaysia’s Ministry of Communications; and Huang Bei, deputy director of both the Satellite TV Centre and the International Communication Centre of Guizhou Radio and Television Station.

In her speech, Huang Bei said Guizhou is blessed with remarkable natural scenery, diverse ethnic cultures and a rich cultural heritage.

“I hope that the Discover Guizhou series would help more Malaysians get to know the province, and that more Malaysian travellers would visit Guizhou in person to experience its landscapes, culture and hospitality,” she said.

Meanwhile, Wong said the programme integrated multimedia and live arts to showcase Guizhou’s landscapes and cultural heritage, making the content more accessible and engaging for local audiences.

She added that it had also created more opportunities for media organisations, content creators and cultural professionals from both countries to deepen exchanges.

The “Discover Guizhou” exchange event featured tourism presentations, ethnic performances, fashion displays, Miao dress runway show and interactive cultural showcases to introduce Malaysian travellers to the scenic landscapes and vibrant ethnic traditions of Guizhou, China.

Performers from the Guizhou Song and Dance Theatre presented the ethnic dance piece Young Men, Four-Stringed Lutes and Rhododendron Blossoms. They also joined Malaysian performers in a collaborative rendition of the song-and-dance piece Singing in Antiphony Until Sunset, using music and dance to foster cross-cultural exchange.

Seven local Malaysian models walked the stage in elaborate, traditional Miao ethnic costumes from Guizhou, giving Malaysian audiences a firsthand look at Miao clothing traditions and the cultural meanings embodied in them.

The event featured a presentation promoting Anshun, Guizhou, as a cool-climate summer escape for Malaysian and Southeast Asian travellers.

Anshun Tourism Group party committee deputy secretary Hu Jiang introduced Anshun’s distinctive appeal, such as its cool summer climate with temperature averaging around 21°C, Huangguoshu Waterfall, Loong Palace (Dragon Palace) karst caves; Tunpu Culture dating back 600 years to the Ming Dynasty, and Guizhou cuisine.

Anshun Tourism Group chief tourism ambassador Shen Chen unveiled four curated travel itineraries and special travel packages as part of efforts to strengthen tourism cooperation and encourage more travel between Anshun and Malaysia.

Pavilion KL chief executive officer (retail) Datuk Joyce Yap said Guizhou provided a unique contrast to China’s major urban centers due to its distinct natural and cultural landscape.

She highlighted local waterfalls and scenic Miao villages as key highlights that made her want to stay longer and explore more. Even family members who typically avoid spicy food and a four-year-old child enjoyed the signature sour-and-spicy flavours.

“Guizhou is a place everyone should visit at least once in their lifetime,” she said.

The Guizhou Cultural Street, which opened on August 8, 2026 at Level 9, Pavilion Elite, Pavilion Kuala Lumpur, served as a lead-up program during the month-long campaign.

The cultural street successfully generated significant public interest by offering authentic regional delicacies, tourism displays and live cultural interactions, which helped build substantial excitement for the primary program, while giving more Malaysians an opportunity to discover Guizhou’s culture and tourism offerings.

During its visit to Malaysia, the Guizhou delegation also held discussions with various government, media and corporate entities like the Ministry of Communications, Astro’s Chinese Business unit, Store N Go Sdn Bhd and Spark Motion Media (Holding) Sdn Bhd. The discussions focused on media cooperation, audiovisual content and business partnerships, with both sides exploring further opportunities for collaboration.