# ‘Hami’s Sweetness’ Campaign Concludes After Four-City Journey from Forbidden City to Shanghai Red Carpet

- Link: https://www.thailand-business-news.com/pr-news/hamis-sweetness-campaign-concludes-after-four-city-journey-from-forbidden-city-to-shanghai-red-carpet
- Published: 2026-07-07T23:19:00+07:00
- Author: MarketersMEDIA Newswire

_Intangible cultural heritage, landscapes, and a legendary melon captivate audiences
across China — and beyond_

Victoria, Australia, July 7, 2026 — When the fragrance of Hami melons drifted through
Xi’an’s Yongxingfang, when Hami embroidery graced the red carpet of the Shanghai
Film & TV Festival, and when diplomats in the Forbidden City were captivated by 
an evening of “sweetness and stars” — a city-branding campaign that crossed half
of China had turned “There is a sweetness called Hami” from a slogan into a cultural
brand remembered by millions.

Spanning four months and four cities — from the Forbidden City in Beijing to the
Chongqing Grand Theatre, from Xi’an’s Yongxingfang to the Shanghai International
Film & TV Festival — the campaign concluded its urban outreach this June. Through
diplomatic receptions, cultural pop-up events, and festival exhibitions, the initiative
brought Hami’s natural landscapes, intangible cultural heritage, and urban identity
to domestic and international audiences, charting a new path for cultural outreach
and city branding.

![](https://storage.googleapis.com/mmstudio-images/gallery/QMDU0YjNqlfOqfBZnztCFUnAgIL2/
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Stop 1 · Beijing: Telling the Silk Road Story at the Forbidden City

On April 9, the campaign launched with a cultural salon and diplomatic reception
titled “There Is a Sweetness Called Hami” at the Forbidden City. The event featured
melon tasting, Silk Road embroidery exhibitions, and a celestial photography showcase,
creating a dialogue between western and central Chinese civilizations within the
imperial palace.

Forty-two diplomats from 28 countries across Asia, Africa, Europe, the Americas,
and Oceania attended. Amid the palace’s red walls and golden tiles, guests sampled
the renowned Hami melon, admired the intricate embroidery, and marveled at the region’s
starry skies.

A Chilean diplomat remarked: “My homeland also has beautiful starry skies, but Hami’s
night sky carries a mysterious and expansive power.” An Armenian diplomat, after
examining the embroidery patterns closely, said: “Every stitch tells a story of 
the Silk Road.” An Asian diplomat added on the spot: “You have sparked my longing
for that land with sweetness, craftsmanship, and the stars. I must arrange a trip
to Hami this year.”

At this stop, the world saw Hami.

![](https://storage.googleapis.com/mmstudio-images/gallery/QMDU0YjNqlfOqfBZnztCFUnAgIL2/
89196977-1783441192-2.jpg)

Stop 2 · Chongqing: Symphonic Melodies Bridge Two Cities

From May 28 to 31, the campaign moved to Chongqing, offering the mountain city a
dual experience of culture and the arts — a symphony to the ears, sweetness to the
palate, and frontier landscapes to the eyes.

On May 28, a Hami city-image promotional event unfolded at the Chongqing Grand Theatre
plaza. The showcase featured interactive installations themed “Journey to Hami” —
immersive setups transporting visitors from Chongqing to Hami’s Barkol Grassland,
the Da Haidao Yardang landforms, snowy lakes, and Yiwu poplar forests — offering
a single-stop visual journey across four seasons and landscapes. Specialty foods
from Hami, alongside branded merchandise such as T-shirts, embroidered goods, and
gift boxes, drew strong interest from local residents.

That evening, the original symphonic suite “Silk Road Across the Desert,” produced
by the Publicity Department of the Hami Municipal Committee and performed by the
Beijing Symphony Orchestra, premiered at the Chongqing Grand Theatre. Through a 
fusion of music, poetry, and visuals, the five-part work brought to life the vast
desert landscapes and bustling trade routes of the ancient Silk Road. The performance
marked a milestone in the cultural exchange between Chongqing and Hami — an outgrowth
of their paired-city support relationship.

At this stop, a city resonated with Hami.

Stop 3 · Xi’an: Silk Road Melon Meets Ancient Capital

On June 17 and 18 — less than a month before the 20th Hami Melon Festival — the 
campaign arrived at Xi’an’s Yongxingfang, a historic food street in the ancient 
capital. Tang-dynasty festivities intertwined with Hami melon culture, creating 
a dialogue across time amid the city’s vibrant street life.

Visitors sampled Hami melons for free, participated in Tang-style pitch-pot games
and Silk Road shuttlecock kicking, collected stamps for Hami-branded souvenirs, 
and tried the traditional “melon-hitting” game — learning about Hami’s melon harvest
customs and farming culture through hands-on fun. Specialty foods and agricultural
products from Hami’s three counties — Yizhou, Barkol, and Yiwu — were also on display,
offering Xi’an residents a taste of the region’s diverse offerings.

The two-day event introduced Hami’s Melon Festival to a nationwide audience, establishing
it as a major summer cultural attraction.

At this stop, more Chinese people remembered Hami.

Stop 4 · Shanghai: Living Heritage on the Screen Stage

In June, Hami brought its cultural presence to the Shanghai International Film &
TV Festival. Following a successful partnership in 2025, Hami was named the official
cultural tourism partner of the 2026 Shanghai International Film & TV Festival —
marking the second consecutive year of collaboration and positioning the “Famous
city on the Silk Road” to share the stories of China’s western frontier through 
the festival’s global platform.

In 2025, actress Daisy Musuqman first walked the Shanghai TV Festival red carpet
in traditional Hami embroidery, bringing the city’s intangible heritage to an international
audience. In 2026, she continued her role as cultural ambassador, spotlighting Hami’s
embroidery, Muqam music, and eastern Tianshan grassland culture through richer storytelling.

The Hami booth became a popular destination for international guests from Belt and
Road countries — including television festival chairpersons, producers, and directors
from Kazakhstan, Saudi Arabia, Italy, and beyond. When they learned that Hami is
often described as “a microcosm of Xinjiang” — encompassing deserts, oases, snowy
peaks, glaciers, forests, grasslands, river valleys, lakes, and poplar forests —
several international filmmakers exclaimed: “This is a gift to television producers
from God!”

Beyond exhibitions, Hami is deepening its partnership with the festival through 
content co-creation: promoting the city as a “one-stop” filming location to production
crews nationwide; co-producing short documentaries on Hami’s intangible heritage;
and launching themed travel itineraries such as “Follow the Films to Hami.” Ambassador
Daisy Musuqman extended an invitation to filmmakers worldwide: “Come to Hami, and
capture the new chapter of the Silk Road through your lenses.”

At this stop, the world longed for Hami.

A Four-Stage Ascend: From Visibility to Aspiration

From Beijing to Xi’an, Chongqing to Shanghai, the 2026 campaign achieved a progressive
narrative arc:

 • Beijing: Under the Forbidden City’s red walls, 42 diplomats from 28 countries
experienced Hami’s cultural depth. The world saw Hami.

 • Xi’an: Among ancient streets and festive crowds, thousands of visitors discovered
Hami’s landscapes and flavors. More Chinese people remembered Hami.

 • Chongqing: Through symphonic resonance and urban exchange, two cities found common
ground in shared emotion. A city resonated with Hami.

 • Shanghai: On the global stage of film and television, Hami’s heritage and landscapes
drew international acclaim. The world longed for Hami.

Four cities, four dimensions — from the solemnity of political-cultural centers 
to the vibrancy of ancient streets, from the artistic resonance of a southwestern
metropolis to the cinematic glitter of an international hub. This was not merely
a city-branding exercise; it was a carefully calibrated escalation of cultural influence.

Looking Ahead: 20th Hami Melon Festival

The 20th Hami Melon Festival — the “Sweet Journey” — will officially open on July
10, marking the culmination of this cross-country celebration. The city invites 
the world to visit this famous city on the Silk Road — to witness the vast expanse
of Barkol Grassland, feel the awe of the Da Haidao Yardang formations, and taste
the sweetness that belongs to Hami.

Contact Info: 
Name: Suki SuEmail: [Send Email](https://send.releasecontact.com/89196977)
Organization: APEC International Media GroupWebsite: [https://www.hami.gov.cn/hami/c120139/mlhm.shtml](https://www.hami.gov.cn/hami/c120139/mlhm.shtml)

Release ID: 89196977

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**Source** : [‘Hami’s Sweetness’ Campaign Concludes After Four-City Journey from Forbidden City to Shanghai Red Carpet](https://news.marketersmedia.com/hamis-sweetness-campaign-concludes-after-four-city-journey-from-forbidden-city-to-shanghai-red-carpet/89196977?rand=206000)

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