On 14 February, the “Nihao! China” national tourism brand promotion and Spring Festival celebration, co-hosted by the China National Tourist Office (CNTO) in London and Ouyi Media, was grandly held in the historic and cultural city of York, UK.

Through three main segments—a New Year reception, an East-meets-West cultural performance, and a grand city parade—the event brought a rich Chinese New Year atmosphere into York’s core public spaces. It attracted tens of thousands of enthusiastic citizens and tourists, filling the city with a lively atmosphere and the warmth of cultural integration.

High-Level City Attendance Fosters Cultural Exchange

On the day of the event, the New Year reception was held at York’s landmark building, The Grand Hotel. Mr Zhang Li, Director of the CNTO London, attended and delivered a speech.

He highlighted China’s recently introduced inbound travel facilitation measures, including the 30-day unilateral visa-free policy for UK citizens.

He extended a sincere invitation to people from all walks of life in the UK to visit China and experience an open, diverse, and vibrant nation.

Director Zhang emphasised: “Relations between countries depend on the affinity between their peoples, and this affinity stems from frequent interaction. Tourism is precisely the most direct and warmest form of such ‘interaction’.”

He noted that the Spring Festival, as China’s most important traditional holiday, carries the spiritual core of reunion, hope, and harmony, expressing his hope that the British public and the Chinese people would celebrate together to enhance mutual understanding and deepen friendship.

Local dignitaries, including the Mayor of York, Martin Rowley, and his wife, alongside the Sheriff of York, Paul Doughty, were in attendance. In his address, Mayor Rowley spoke highly of the achievements in UK-China cultural exchange, specifically noting the significance of UK Prime Minister Keir Starmer’s successful visit to China and the visa-free treatment granted to UK citizens.

“This is not merely a diplomatic breakthrough, but a catalyst for connecting people’s hearts,” he stated, adding that “York is willing to serve as a bridge for cultural cooperation between the UK and China.”

A Fusion of Eastern and Western Arts: Civilisations Shining Through Mutual Learning

The cultural performance emerged as a highlight of this cultural dialogue.

A youth art troupe from Chinese universities presented spectacular acts blending ethnic dance, traditional music, and operatic elements, showcasing the unique charm of Chinese aesthetics.

In a delightful surprise, the performance team from “The York Dungeon”, a renowned local cultural and tourism IP, also took to the stage for an interactive segment.

They humorously portrayed “visitors from the East” in a theatrical style, achieving a creative collision of Eastern and Western performing arts.

This unique “East-meets-West” collaboration won applause from the entire audience, vividly illustrating the concept that civilisations become more colourful through exchange and enriched by mutual learning.

Citywide Celebratory Parade Brings Chinese New Year Spirit to the Streets

The grand city parade, the finale of the event, pushed the festive atmosphere to its climax. Prompted by the resonant announcements of the traditional York Town Crier, the parade procession—comprising a lion dance troupe, Hanfu formations, Chinese international students, and local volunteers—set off from the millennium-old York Minster, accompanied by the Mayor and Sheriff.

The majestic procession marched through the cobbled main streets amidst flying red silk ribbons and the resounding beat of gongs and drums. Crowds surged along the route, eagerly taking photographs and waving to interact, while many families brought their children to touch the dancing lions and try on traditional Chinese attire, immersing themselves in the charm of the Chinese Spring Festival.

Collaborative Efforts Amplify Reach and Impact

This event received extensive coverage from mainstream local media in York, including York Radio, The York Press, York Mix, and Yorkshireman, effectively raising the profile of the “Nihao! China” brand within the local British community.

Additionally, institutions such as English Heritage, Visit York, and the City Council provided robust support. Volunteers from the York Chinese Students and Scholars Association and the Leeds Chinese Student Ambassador group ensured the efficient and orderly running of the event, highlighting the power of cross-departmental and cross-community collaboration.

Looking Ahead: Building Bridges of Culture to Connect Hearts

The organisers stated that the “Nihao! China” series of events will continue to use traditional Chinese festivals as a bond to deepen cultural expression, optimise inbound tourism services, and expand UK-China cultural exchanges to more British cities.

Moving forward, both sides will explore further collaborative opportunities in fields such as tourism, education, and the arts, jointly constructing “bridges of friendship” that connect the hearts of the two peoples. This grand Chinese Spring Festival feast, staged in the ancient city of York, was not only a showcase of culture but also an emotional resonance—showing the world that the Spring Festival has long transcended national borders to become a joyous moment shared by all of humanity.