Jilin’s Ice and Snow Craze Reaches Kuala Lumpur – A Warm Invitation to Southeast Asian Visitors

On October 13, the cultural and tourism promotion event "Warm Encounter – Come to Jilin for Snow in Winter" was held in Kuala Lumpur. The event built a platform for cultural and tourism exchanges and cooperation between Jilin and Malaysia, showcased Jilin's ice-and-snow charm and diverse cultural and tourism resources in an all-round way, and warmly invited people from Malaysia and Southeast Asia to visit Jilin for an ice-and-snow experience.

Sun Guangzhi, Director-General of Jilin Provincial Department of Culture and Tourism, Han Ning, Director of China Cultural Center in Kuala Lumpur, and Noriah, Senior Deputy Director of the International Promotion Division (Asia & Africa) of Tourism Malaysia, attended the event and delivered a speech.

More than 100 representatives took part in the activity, including personnel from the Chinese Embassy in Malaysia, Tourism Malaysia, China Cultural Center in Kuala Lumpur, Malaysian Tourism Confederation, Malaysian Chinese Tourism Association, Malaysia-China Folk Culture and Tourism General Chamber of Commerce, Malaysia Inbound Tourism Association, key cultural-tourism enterprises from both regions and news media.

In her speech, Sun Guangzhi, Director-General of the Jilin Provincial Department of Culture and Tourism, stated that Jilin and Malaysia have complementary cultural and tourism resources and broad space for cooperation. Jilin boasts beautiful ecological scenery, a profound historical and cultural heritage, colourful folk customs and unparalleled ice-and-snow resources. For the 2026–2027 snow season, Jilin will issue ice-and-snow consumption vouchers, roll out visitor-friendly measures such as convenient transportation and departure tax refunds, and will also host the 10th Jilin Ice-and-Snow Industry Expo and the 33rd Winter World University Games. She sincerely invited people from all walks of life in Malaysia and Southeast Asia to come to Jilin in winter to enjoy the snow and experience the pure and magnificent northern landscape as well as the warmth and hospitality of the people of Jilin.

Han Ning, Director of the China Cultural Center in Kuala Lumpur, said in his speech that the Cultural Center will continue to serve as a bridge to promote two-way cultural and tourism exchanges between China and Malaysia. It will connect with Jilin on tourist routes and resource sharing to jointly enhance the influence of tourism brands.

In her speech, Noriah, Senior Deputy Director of the International Promotion Division (Asia & Africa) of Tourism Malaysia, spoke highly of Jilin's ice-and-snow tourism resources and looked forward to further deepening exchanges and cooperation between the two sides to jointly create an even brighter development prospect.

The event kicked off with the promotional video Discover the Colourful Jilin. The video vividly presented Jilin’s breathtaking natural landscapes across four seasons as well as its profound cultural legacy, offering guests on-site an immersive taste of Jilin’s one-of-a-kind charm.

At the promotion session, tourism resources and products of Changbai Mountain were introduced. Centring on four themes – ice-and-snow sightseeing, premium powder-snow skiing, trendy ice-and-snow recreation and multi-dimensional transport – the presentation gave a full picture of Changbai Mountain's exceptional winter cultural and tourism resources. Jilin's ice-and-snow tourist routes were also promoted, launching a rich and diverse array of ice-and-snow experience products tailored for the Malaysian and Southeast Asian markets.

At the same time, the vibrant Hat Dance was staged, with flowing and elegant ribbons swirling gracefully, fully showcasing the unique charm of Jilin's intangible cultural heritage. The melodious and powerful morin khuur performance then followed, winning warm rounds of applause from the guests.

Jilin Global International Travel Service Co., Ltd., Jilin Youth Business International Travel Service Co., Ltd. and Changchun Culture International Travel Service Group Co., Ltd. signed cooperation agreements respectively with An Travel Sdn Bhd, Chengyi Shangyou Sdn Bhd and Xinchen Travel (Malaysia) Sdn Bhd, opening a new chapter of pragmatic cooperation in mutual customer source delivery and joint product promotion.

After the event, cultural and tourism enterprises from both sides held face-to-face talks. They had in-depth discussions on route design, group marketing and tourist source delivery, brainstorming cooperation ideas and jointly exploring new opportunities for the two-way development of the Malaysia–Jilin cultural and tourism markets.

At the venue entrance stood the photo exhibition Splendid Four Seasons · Fascinating Jilin. Exquisite photographs unfolded Jilin’s four-season panorama: blooming flowers in spring, cool breeze in summer, colourful forests in autumn and ice-snow scenery in winter. They depicted iconic sights and folk customs such as Changbai Mountain, rime ice and Chagan Lake Winter Fishing. Spectacular snow views from national-level ski resorts including Beidahu and Songhua Lake allowed visitors to preview the excitement of upcoming winter sports events.

Representative intangible cultural heritage items were showcased on-site, including Ping’s Tincture-making Craft, Xu’s Rope-weaving, Tang’s Bone-setting Therapy, Chagan Lake Fish-skin Craft, Ginseng Incense-making Skill and Laohuaide Paper-cutting. Guests got up-close experience of the craftsmanship of Northeast China reflected in traditional medicine, handcrafts and folk arts. Moreover, the Administrative Committee of Changbai Mountain brought distinctive local cultural and creative products, which were very well-received.

This promotion event is an important move for Jilin's ice-and-snow cultural and tourism brand to further tap into the Southeast Asian market. Leveraging ice-and-snow as a bond, Jilin will continue to strengthen ties with Malaysia's cultural and tourism industry, tell compelling stories of its ice-and-snow scenery, advance deeper and more solid two-way cultural and tourism exchanges, and attract more Malaysian and Southeast Asian tourists to come to Jilin in winter to enjoy the snow and feel the warmth of winter amid its mountains and rivers.

Warm Encounter · Come to Jilin for Snow in Winter