As the moon rises over the sea, people across distant lands share the same moment of beauty. On September 17, coinciding with the traditional Chinese Mid-Autumn Festival—a time of reunion for families around the world—the “To See China in Jingdezhen” cultural and tourism promotion event, hosted by the People’s Government of Jingdezhen, Jiangxi Province, took center stage in the culturally diverse and historic city of London.
The event, held with strong support from the Chinese Embassy in the UK, celebrated a unique blending of Eastern and Western cultures, offering an alternative kind of reunion. It also served as a platform to globally promote “Scenic Travel” experiences and the latest ceramic products from Jingdezhen, advancing efforts to attract international tourists while expanding the global reach of its ceramics.
Distinguished guests from across the UK and China attended, including Chinese Embassy Minister Counsellor Li Liyan, Director of the Chinese Tourist Office in London Zhang Li, Secretary of the Jingdezhen Municipal Committee Hu Xuemei, President of the Chopsticks Club HJ Colston, Chris Coe, President of the British Guild of Travel Writers, Jonathan Gray, CEO of the British Ceramics Research Association, renowned sinologist Frances Wood and Phoenix TV Europe Channel Director Cheng Jian. Over 150 attendees from the fields of culture, tourism, and media enjoyed the evening’s activities, which marked a symbolic moment of cultural convergence.
The event opened with a captivating performance of unique porcelain musical instruments. The sounds of porcelain flutes, erhu, and xiao filled the room, offering renditions of both Chinese classics like “Blue and White Porcelain” and “Chasing the Moon,” as well as a stirring interpretation of the British folk tune “Scarborough Fair.”
Martial arts performances by the popular British Kung Fu family and a Chinese poetry recital by Italian sinophile Fang Kexin further enriched the cross-cultural atmosphere, blending Chinese tradition with modern interpretations to foster deeper ties between Jingdezhen and London.
Porcelain, a treasure of Chinese civilization, is an emblem of China’s cultural heritage. Jingdezhen, renowned as the “Porcelain Capital,” was a key starting point of the Maritime Silk Road and a major source of goods.
At the event, the theme was “An Invitation to the Millennium-old Porcelain Capital: A Journey of Culture, Nature, Romance, and Style,”offering international guests a heartfelt invitation to Jingdezhen to discover its natural beauty and rich cultural history.
Jingdezhen porcelain, famed for its qualities—white as jade, thin as paper, bright as a mirror, and resonant as a bell—has long been coveted worldwide. Historically, it was known as the “white gold” prized by European royalty and the “global currency” beloved by Central Asian traders. The saying “Artisans from all corners create ceramics that travel the world” perfectly encapsulates the city’s past prosperity. Today, Jingdezhen porcelain once again showcased its timeless allure, leaving the audience mesmerized.
A highlight of the event was the global debut of new ceramic brands from Jingdezhen, marking a high point of the evening.
Among the 60 featured pieces were stunning works from three leading ceramic brands: “Hongye” from Jingdezhen Ceramics Group, featuring gold-edged, double-flower porcelain tableware used at the Diaoyutai State Guesthouse; “Longzhugge” from the Ceramic Cultural Tourism Group, known for the “Thousand Miles of Rivers and Mountains” series used in the Great Hall of the People; and “Changnan,” the only time-honored Jingdezhen brand, renowned for its jade-like shadowy blue glaze porcelain, showcased through elegant sets of tableware, tea sets, and coffee sets.
The event also featured a photographic exhibition of 30 curated images, offering a comprehensive and visually rich introduction to Jingdezhen’s tourist attractions, cultural landmarks, and daily life. Additionally, contemporary ceramic exhibitions highlighted the artistry of modern-day Jingdezhen, with live demonstrations by two master ceramic painters, vividly illustrating the city’s dedication to craftsmanship and precision.
As part of the promotion, cultural and tourism enterprises from both Jingdezhen and London signed several cooperation agreements, creating new avenues for international cultural exchange and cooperation, while reaffirming Jingdezhen’s commitment to establishing itself as a global porcelain capital.
As Hu Xuemei, Secretary of the Jingdezhen Municipal Party Committee, remarked in her speech: “In the past, Jingdezhen porcelain traveled the seas along the Maritime Silk Road to reach the world. Today, under the guidance of Xi Jinping’s cultural thought, we will continue to share China’s stories with the world. Through ‘China,’ we will tell the grand story of ‘China,’ showcasing our cultural confidence. We are determined to make the name of the ‘Millennium Porcelain Capital’ shine even brighter.”
（Produced by Jingdezhen Converged Media Center）
