From December 13 to 19, 2025, promotional visuals for “Refreshing Fujian” will be officially showcased in New York’s Times Square. At this iconic landmark known as the “Crossroads of the World,” Fujian extends a sincere invitation to global travelers to embark on a journey exploring the natural wonders and profound cultural heritage of the East.

The campaign is displayed on the “The Bird” mega screen in Times Square, located at the intersection of 48th Street and Seventh Avenue. With a total display area of 495 square meters, the screen’s overall design resembles a giant bird spreading its wings at the world’s crossroads, attracting millions of visitors each week.

For this showcase, Fujian Province has carefully selected five major cultural symbols: Southern Shaolin martial arts, Fujian tea, Hakka Tulou earthen buildings, the Mazu belief, and Quanzhou floral hairpins. Together, these elements paint a vivid picture of Fujian’s diverse and rich cultural landscape, presenting the province’s unique charm to the world. As the year-end travel planning season approaches, the campaign aims to inspire international visitors to include Fujian in their 2026 travel plans.

In recent years, leveraging its distinctive blend of mountains and sea as well as its deep cultural heritage, Fujian has seized the opportunities brought by the 240-hour visa-free transit policy. By continuously refining policies, enriching tourism offerings, improving services, and innovating marketing approaches, the province has further energized inbound tourism development. These efforts are driving high-quality growth in Fujian’s cultural and tourism economy, enhancing the global influence of the “Refreshing Fujian” brand, and accelerating the province’s transformation into a world-renowned tourist destination.

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