Across 3,000 kilometers, Changchun, the "Spring City" of northeast China, has traveled to the Guangdong-Hong Kong-Macao Greater Bay Area with its unique powder snow.

On October 18, themed around "Igniting Ice and Snow Dreams, Meeting Changchun in Guangdong," the Changchun Ice and Snow Cultural Tourism Promotional Seminar and the Changchun 2027 Universiade Licensed Merchandise Launch Ceremony opened at Grandview Mall in Guangzhou.

Drawing extensively on the premier event IP of the Changchun 2027 Winter Universiade (hereinafter referred to as the Universiade), this event used ice and snow as a bond and cultural tourism as a platform to bring the ice and snow of northeast China together with the warmth of the Greater Bay Area. It built a new bridge for cooperation, two-way cultural tourism exchange and resource connectivity between the northeast and the southeast of China.

The promotional seminar unveiled the new citywide ice and snow development framework for the Changchun ice and snow season featuring "one core, two parks and six ski resorts." It systematically and comprehensively unlocks a new high-quality ice and snow vacation experience in Changchun and showcases on all fronts the city's signature cultural tourism slogan "Learn to Ski in Changchun." At the same time, seizing the opportunity presented by the APEC gathering in Shenzhen, Changchun extended an ice and snow invitation to visitors from the Greater Bay Area and introduced a dedicated series of preferential cultural tourism policies for them, warmly inviting them to visit Changchun and enjoy a holiday amid the ice and snow.

As the official airline partner of the Universiade, China Southern Airlines announced dedicated routes for the Changchun ice and snow season at the event, opening convenient air corridors linking Changchun with the Greater Bay Area, as well as Southeast Asia, and providing efficient, hassle-free travel support for visitors heading to northeast China for the ice and snow experience.

At this event, the series of licensed cultural and creative products for the Universiade made its global debut. Carefully created by Guangdong Namyue Fun Share Pool, the series embodies the core identity of the Universiade, namely youth, ice and snow, and vitality, and combines visual appeal, commemorative value and practical utility, taking the cultural IP of the Universiade beyond northeast China, rooting it in Lingnan and bringing it to the world.

This event also featured multiple rounds of high-profile prize draws. Rewards were rolled out one after another, including licensed cultural and creative products for the Universiade, round-trip air tickets between the northeast and the southeast of China, all-area scenic attraction passes and premium homestays, while a 10,000-yuan grand prize set the whole venue alight.

Three significant strategic cooperation agreements were signed and implemented, empowering the deep integration of Northeast-Southeast cultural tourism.

Themed around "Exploring Changchun via the Universiade," Changchun Cultural Tourism Travel Service Co., Ltd. reached cooperation agreements with several leading travel agencies in the Greater Bay Area, establishing a regular mechanism for mutual tourist exchange and market connectivity, thereby opening up circulation channels linking northeast and southeast cultural tourism.

The exclusive product, "Changchun-Guangdong Universiade ice and snow joint ticket," was officially launched to benefit the public, with the lowest-priced ticket tier set at 328 yuan for one-ticket access to two major ice and snow parks, six professional ski resorts, and core cultural attractions in Changchun. It also offers priority reservation for the Universiade-themed activities, online one-click ticket purchase and QR-code scanning for immediate play, significantly reducing the cost of ice and snow travel for tourists from the Greater Bay Area.

Changchun Municipal People's Government expanded its strategic cooperation with Phoenix TV, building upon the strong cooperation foundation established in 2025. Leveraging Phoenix TV's global and all-media matrix, Changchun will comprehensively present its urban landscape, the charm of ice and snow cultural tourism, and the youthful vitality of the Universiade to audiences at home and abroad in multiple languages, supporting the international upgrade of Changchun's city brand.

At the end of the event, the series of activities promoting the Changchun ice and snow season to the Guangdong-Hong Kong-Macao Greater Bay Area was officially launched. Leaders and guests from Jilin and Guangdong provinces, China Southern Airlines and Phoenix TV jointly touched the crystal launch ball, marking a fresh start for Northeast-Southeast ice and snow cultural tourism cooperation. This promotional event is a key step for Changchun to deepen its presence in the Greater Bay Area and connect with the Southeast Asian market. Going forward, Changchun will continue to carry out a diverse series of city promotion and cultural tourism linkage activities to amplify the impact of cooperation.

Looking ahead, Changchun will continue to deepen cross-regional cultural tourism collaboration with the Guangdong-Hong Kong-Macao Greater Bay Area, achieving resource sharing, mutual tourist exchange, industrial linkage and joint brand building, energizing the economy of cultural tourism with ice and snow resources. By leveraging the Greater Bay Area's strong consumer vitality and its advantages as a gateway for opening-up, Changchun will continue to amplify the global influence of the Universiade, telling the city's ice and snow story to the world and conveying its youthful energy.

Source: Changchun Municipal Bureau of Culture, Radio, Television and Tourism  Editor: Liu Jiadi