On the evening of August 14, Sichuan launched the logo of its "Splendid Sichuan: Land of Abundance" cultural tourism brand at Chengdu TWG Plaza. Hosted by the Department of Culture and Tourism, the event released the brand logo "Sichuan Ease" globally and promoted ten featured inbound travel routes that showcase the province's unique wonders from fertile plains to western snow peaks, ancient civilizations to urban vibrancy.
The brand logo was unveiled through a captivating performance that combined The World Games (TWG) dynamism and Sichuan's cultural heritage. The logo masterfully blends the ethereal elegance of cloud patterns with the archaic gravitas of the oracle bone script "Shu" character, fusing the thousand-year-old Ba-Shu civilization into contemporary visual language. An endearing panda silhouette forms the logo's foundation, with Tai Chi elements ingeniously integrated—both honoring Sichuan's globally beloved identity and embodying the "Sichuan Ease" philosophy through the panda's relaxed poise. This design celebrates the land's timeless cultural spirit: open, inclusive, and harmoniously balanced. The logo's vibrant color palette draws inspiration from Shu embroidery's traditional patterns and Zigong lanterns' radiant hues, transitioning from Danxia red and bamboo green to lake blue, ultramarine blue, and sunset purple. These colors celebrate Sichuan's splendid landscapes and cultural richness, while embodying the boundless energy of cultural-tourism integration in the new era and its vision of diverse, harmonious coexistence.
The event simultaneously launched Top Ten Featured Tour Routes: World Heritage Classic Tour; Giant Pandas Eco Tour; Snow-capped Mountains and Colorful Forests West Loop; Fantastic Ski Tour; Winter Sunshine Tour; Journey on the 318 National Highway: Exploring Shangri-la; Internet-Famous Check-in Spots Tour: Ne Zha: Demon Child Conquers the Sea and Black Myth: Wukong; Chengdu City Walk; "A Tale of Two Cities" Ba-Shu Cultural Heritage Tour; and Sichuan Flavor: A Gourmet Tour. The ten routes incorporate Sichuan's premier tourism assets, including natural/cultural heritage, giant pandas, ice-hot springs, and sunshine retreats. Extending from summer through autumn-winter, this year-round initiative presents a vibrant panorama of "Splendid Sichuan: Land of Abundance", inviting global travelers to experience the province's ecological wonders and rich cultural tapestry firsthand.
During the TWG 2025 Chengdu, Sichuan's cultural and tourism sector launched diverse activities under the "Sichuan Ease" brand. Intangible cultural heritage experiences and wonderful cultural performances animate the TWG Village and other key venues every day throughout the event. The "Sichuan Ease" interactive photo installations debuted simultaneously across Chengdu's cultural landmarks, such as TWG Plaza, Kuanzhai Alley East Square, and Eastern Suburb Memory. Additionally, 104 scenic spots across Sichuan rolled out exclusive benefits for TWG athletes, staff, and volunteers, among others.
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