(Kuala Lumpur, Sept 25)  — A Jining cultural and tourism delegation visited Kuala Lumpur from September 23 to 25 to promote inbound tourism and strengthen bilateral cultural and tourism cooperation. Highlights included the launch of the Jining Culture and Tourism International Promotion Center, the signing of cooperation agreements, and exhibitions on intangible cultural heritage and calligraphy & painting, all aimed at boosting the global reach of Confucian culture and energizing cultural exchanges between China and Malaysia.

The Jining Municipal Bureau of Culture and Tourism has partnered with local cultural and tourism enterprises to establish the Jining Culture and Tourism International  Promotion Center and signed tourism cooperation framework agreements with local business associations and media organizations. The initiative aims to deepen collaboration between Jining and Malaysia’s tourism sectors, enhance the international influence of the “Hometown of Confucius and Mencius, Capital of the Grand Canal” brand, and attract more Malaysian visitors to discover Jining. Through exchanges with local travel companies, the delegation also gathered insights on developing Malaysia-focused travel routes, learned from local tourism practices, and explored new opportunities for mutually beneficial product
development.

   During the visit, Jining’s intangible cultural heritage inheritors staged an exhibition at the Shangri-La Hotel in Kuala Lumpur, showcasing live demonstrations of Qufu woodcarving and Nishan inkstone making, which drew strong interest from visitors and brought Confucian culture to life as a tangible experience. The delegation also held the Exhibition of Renowned Calligraphers and Painters from the Hometown of Confucius and Mencius at Universiti Tunku Abdul Rahman, where masterpieces rooted in Confucian tradition offered local audiences an immersive appreciation of Chinese cultural heritage, using calligraphy and painting as a bridge for deeper cultural dialogue between the two sides.

Moving forward, the Jining Municipal Bureau of Culture and Tourism will leverage the promotion center to launch a series of cultural and tourism campaigns, including familiarization trips to Jining for Malaysian travel agencies. The bureau plans to strengthen cooperation in resource sharing, market complementarity, and mutual tourist exchanges, with the goal of advancing two-way tourism development and contributing to deeper cultural and tourism exchanges between the two regions.

Guests attending the event included President of the PUCM, Dato Keith Li; Chief Treasurer, Wang Wenyang; Executive  Secretary, Colin Ng; Editor-in-Chief of Malaysia-China Insight, Cheng Khee Chien; Managing Director of MCI  Travel Sdn Bhd, Nicole Quah; Secretary-General of the Malaysia-China  Cultural and Arts Association, Tan Kai Shu; Party Secretary and Director of the Jining Municipal Bureau of Culture and Tourism, Wang Lei; Deputy Director of the bureau’s office, Ma Muming; and International Brand Operations Director of China Silk Road Group and Deputy General Manager of Silk Road Zhi Zhou Technology Co., Ltd, Wei Manman.