Quzhou, a city in East China's Zhejiang province, is building the "River of Song Poetry in West Zhejiang" cultural brand to promote its rich cultural legacy of Song poetry. A brand launch event was held on March 23 in Kaihua county.

Song poetry, referring to poetry typical of the Song Dynasty (960–1279) of China, is a cherished gem of Chinese traditional culture, with the era's cultural influence being a hallmark of Zhejiang.

Quzhou, located in the upper reaches of the Qiantang River and known as a thoroughfare between Zhejiang, Fujian, Jiangxi and Anhui provinces, was a magnet for scholars and poets during this dynasty.

Of the over 20,000 pieces in the Complete Collection of Song Poetry that was compiled by Tang Guizhang (1901–90) and first published in 1940, more than 500 are linked to Quzhou, involving over 60 poets who were either natives or residents of the city. These works have shaped a vibrant "River of Song Poetry in West Zhejiang" along the Qiantang River.

At the launch event, Meng Man, vice-chairwoman of the All-China Women's Federation who also serves as a professor at Minzu University of China, emphasized the Qiantang River's role as the cultural lifeblood of Zhejiang, nurturing talent and fostering a dynamic cultural landscape.

Quzhou plans to integrate its rich culture of Song poetry and urban development, focusing on the development of cultural tourism, while leveraging new media tools like AR and short videos to make the "River of Song Poetry in Western Zhejiang" both accessible and enduring.