Hangzhou in Zhejiang province launches a campaign to promote Wuyue culture on Oct 21. [Photo provided to ehangzhou.gov.cn]

Hangzhou, Zhejiang province, launched a campaign to promote Wuyue culture on Oct 21 at the Qianwang Temple, which honors the five kings of the Wuyue Kingdom during the Five Dynasties and Ten Kingdoms period (907-960).

The launch also appointed the first 10 Wuyue culture ambassadors and a group of academic advisers, released heritage-themed travel products, and introduced a joint promotion initiative involving 12 other cities and regions associated with the former kingdom.

The campaign also introduced a series of tourism products covering eight areas: attractions, food, transport, learning, exhibitions, souvenirs, sporting events, and traditional clothing. Highlights include 30 Wuyue heritage sites across Hangzhou, themed food lists, cultural bus routes, public lectures, exhibitions, and reconstructed aristocratic costumes based on archaeological and historical evidence.

A joint "Thirteen Wuyue Prefectures" tourism initiative will connect Hangzhou with Fuzhou, Suzhou, Ningbo, Wenzhou, Shaoxing, Huzhou, Jiaxing, Jinhua, Quzhou, Taizhou, and Lishui.

The campaign aims to make Wuyue culture more accessible through tourism while sharing its legacy of public welfare, cultural exchange, and regional development with audiences worldwide.