The 2025 China (Quzhou)-Malaysia Cultural and Tourism Promotion Event is held at the China Cultural Center in Kuala Lumpur. [Photo/WeChat account: quzhouta]

The 2025 China (Quzhou)-Malaysia Cultural and Tourism Promotion Event was held on Oct 27 at the China Cultural Center in Kuala Lumpur, coinciding with the start of the Chinese musical Nan Kong's Malaysian tour.

The event aimed to forge cultural connections, highlighting the natural beauty, historical heritage, and urban appeal of Quzhou in East China's Zhejiang province to the Malaysian audience. It also invited exploration of the city, highlighting initiatives such as "Global Free Tours in Quzhou" and inbound tourism incentives.

Before the event, Han Ning, director of the China Cultural Center in Kuala Lumpur, and Azmi Abdullah, senior deputy director of the International Promotion Division (Asia/Africa), Tourism Malaysia, met with the Quzhou delegation to discuss enhancing cultural and tourism cooperation. The delegation also showcased an exhibition of Quzhou's cultural products, explaining their cultural significance.

In her address, Han emphasized Quzhou's rich Confucian culture and ecological strengths, expressing hopes for collaboration in cultural performances and tourism projects. Abdullah shared his enthusiasm for increased cultural and tourism exchanges between Quzhou and Malaysia.

The event featured excerpts from Nan Kong, the first original musical centered on Quzhou's Confucian culture, which received warm applause. The full musical was performed at Tunku Abdul Rahman University and the Petronas Philharmonic Hall in Malaysia on Oct 27 and 28, respectively.

A strategic cooperation agreement was also signed between the Quzhou Travel Agency Association and the Malaysian Chinese Tourism Association, marking a new phase for collaboration.