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Europe – Asia Center

Press release: “Poetic and Picturesque Zhejiang” – Culture and Tourism Promotion event in Oslo, Norway


Oslo – June 15th, 2023


On 15 June, “Poetic and Picturesque Zhejiang” – Culture and Tourism Promotion showacase was organized as a flagship event highlighting the work of the European office by the Zhejiang Provincial Department of Culture and Tourism and supported by Europe-Asia Center in Oslo, Norway.


Mr. Rui Hong, Zhejiang Provincial Department of Culture and Tourism Deputy Party Secretary, Deputy Director, (Director level), H.E. Mr. Erik Solheim, Vice-Chair of the Europe-Asia Center, and Mr. Pan Zegun, Minister Counsellor of the Chinese Embassy in Norway were among the high-level attending guests and speakers at the event.


Mr. Rui Hong, Zhejiang Provincial Department of Culture and Tourism Deputy Party Secretary, Deputy Director, (Director level) and Mr. Pan Zegun,Minister Counsellor of the Chinese Embassy in Norway


Mr. Rui Hong, Zhejiang Provincial Department of Culture and Tourism Deputy Party Secretary, Deputy Director, (Director level) expressed in his speech that Zhejiang is one of the birthplaces of ancient Chinese civilization and endowed with unique cultural and tourism resources, known as “the hometown of fish and rice, the capital of silk and tea, the province of cultural relics, and wonderland of tourism”.


With its profound history, abundant cultural heritage, breathtaking natural landscapes, and exceptional tourism infrastructure, Norway stands as one of the world’s most captivating tourist destinations. Through this promotion, he hopes to foster friendship between Zhejiang and Norway, deepen bilateral cooperation, and develop tourism source markets and destinations together.


Mr. Erik Solheim, Vice-Chair of the Europe – Asia Center enthusiastically shared his fond memories of his previous visits to Zhejiang, praising the city’s traditional customs and noting that he was impressed by the city’s infrastructure development, the growth of tourism and the transformational changes taking place in China. Mr. Erik Solheim was confident that Zhejiang will become a representative eco-cultural tourism city in the world in the future.


H.E. Erik Solheim – vice-chair of the Europe – Asia Center

Mr. Pan Zegun, Minister Counsellor of the Chinese Embassy in Norway highlighted that “Poetic and Picturesque Zhejiang” is distinctive brand and business card of Zhejiang’s culture and tourism, and this culture and tourism promotion provides a unique opportunity for exchange and mutual appreciation between different cultures and values. Next year will mark the 70th anniversary of diplomatic relations between China and Norway, and the Chinese Embassy in Norway is looking forward to a series of events to promote bilateral exchanges and cooperation and to lay a more solid foundation for the future development of Sino-Norwegian relations.

Mr. Pan Zegun,Minister Counsellor of the Chinese Embassy in Norway

With the musical performance of the Liang Zhu string quartet and the exceptional performance of Yue Opera’s praised ‘Peacock Flying Southeast’ dance, the guests were able to taste the unique charm of Jiangnan and Zhejiang culture. Through the promotion, the guests learned more about Zhejiang’s profound cultural heritage and rich tourism resources, and discussed the promotion of Zhejiang’s culture and tourism.


Magnificent artistry of Zhejiang Xiaobaihua Yue Opera Troupe performing the “Peacock Flying Southeast



During the short visit to Norway, the Europe – Asia Center as the European representative of the hejiang Provincial Department of Culture and Tourism furthermore organized parallel high-level dialogue meeting with leadership of Visit Norway / Innovation Norway. The key objective of dialogue was to map and identify key action points for strengthening tourism exchange between Zhejiang and Norway, and continuous best-practice exchange. Innovation Norway delegation was led by Mr Frode Aasheim, director of Visit Norway and Ms Ingunn Sakshaug, Market and Travel Trade Specialist Tourism Denmark, Nederland/ Belgium, Asia and New Developing Markets.



For press enquiries:


Matic Gajšek, Deputy director Europe – Asia Center

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