摘要：On May 25th, the "2025 Chinese Brands Going Global· Worldwide Tour" kicked off in Milan, Italy, with the theme "New Quality Leads,
On May 25th, the "2025 Chinese Brands Going Global· Worldwide Tour" kicked off in Milan, Italy, with the theme "New Quality Leads, Brands Set Sail." Under the guidance of the Consulate General of the People's Republic of China in Milan and hosted by the Global Times, the event was co-organized by Fenjiu International and the China Chamber of Commerce in Italy. It aimed to promote the stories of Chinese brand, showcase Chinese urban landscapes, and enhance cultural exchanges. Among the highlights was Nanyang, a city with over 2,800 years of urban history and nearly 7,000 years of civilization, which extended a warm welcome to global guests with an open invitation to "Visit Nanyang" and "Shop in Nanyang."
The friendship between China and Italy dates back to Marco Polo's travels. Milan, now a global capital of fashion and art, provided a fitting stage for Nanyang to tell its own story.
According to Yu Haiyong, Member of the Standing Committee of the CPC Nanyang Municipal Committee and Vice Mayor, Nanyang boasts 5,772 immovable cultural relics, including 24 national-level and 148 provincial-level heritage sites, and houses over 210,000 cultural artifacts across 26 museums.
In March, American YouTube influencer IShowSpeed (real name Darren Watkins Jr.), with 37 million subscribers, visited China for the first time. His month-long livestreamed journey through cities like Shanghai, Beijing, and Shaolin Temple drew tens of millions of international viewers.
Yu remarked,“Top influencers traveling to China reflects growing global transparency and the breaking down of information barriers. For China’s cultural tourism, it’s both a great opportunity and a stress test—how can cities create travel experiences that attract and retain global visitors?”
In response, Nanyang has crafted a comprehensive approach to position itself as a renowned international eco-cultural tourism destination. This includes enriching inbound tourism offerings tailored to diverse global audiences. Southeast Asian travelers are engaged through heritage-themed tours; European and American markets are offered eco-adventure packages focused on Mount Funiu and Han stone carvings; and compatriots from Hong Kong, Macao, Taiwan, and abroad are invited to reconnect with “Hometown Henan” tours.
In terms of services, Nanyang is leveraging its geographic advantages by actively implementing China’s 240-hour visa-free transit policy and upgrading infrastructure. Enhancements include multilingual signage, foreign currency exchange points, and international-friendly payment systems at top-rated hotels and attractions, ensuring a seamless experience for international tourists.
After viewing Nanyang’s promotional video, Stefano di Martino, Former Vice President of the Milan City Council and a "Friendship Ambassador" expressed admiration for Nanyang’s traditional Chinese medicine (TCM) industry.
“Centuries ago, Italians also used herbs to treat illnesses. Our traditional medical histories share folk roots and accumulated wisdom. Understanding a city means exploring both its industries and its people,” he said.
Yu explained that as part of Nanyang’s vision to become a “City of Wellness,” the city is integrating TCM into tourism. Efforts include developing wellness-themed micro-vacations featuring moxibustion, herbal baths, and therapeutic massages. These offerings have significantly boosted Nanyang’s reputation as the hometown of renowned physician Zhang Zhongjing.
Tatò was equally amazed by Nanyang’s floral legacy: “And the last thing that impressed me was the production of Chinese roses. If I’m not mistaken, there are 6,000 types of Chinese roses, and these products are exported around the world in large quantities. It was truly impressive and very, very nice.”
Geng Xiewei, an economic and commercial counsellor of the Consulate General of China in Milan, commented that “As a historic city, Nanyang has demonstrated strong economic momentum and industrial upgrading in recent years. I hope it continues to preserve and promote its cultural heritage while expanding its international market reach and enhancing global competitiveness.”
In May, as roses bloom across the city, Nanyang once again invites people from around the world to visit. The first visit to be amazed by its natural beauty; The second to be moved by its cultural richness; The third to stay for its healing serenity!
来源：环球网海外看中国
