Sichuan Cultural and Tourism Promotion Event: Chen Shaochun Urges Deepened Cooperation

Published at Jun 12, 2026 11:03 am
(Bandar Seri Begawan, 12th) Chen Shaochun, the Chinese Ambassador-designate to Brunei, stated that Sichuan, China, is blessed with beautiful landscapes and abundant culture, and has since ancient times enjoyed the reputation of being the "Land of Abundance." Today, Sichuan plays an important role in the new wave of China’s opening-up, increasingly becoming a vital growth pole and new powerhouse driving high-quality development in western China.
From invigorating patriotism through red tourism to picturesque ecological landscapes of Ba Mountains and Shu Waters, from the inheritance and innovation of traditional Chinese culture to the burgeoning development of performing arts and competitive event economies, Sichuan is striving to build its “Charming Land of Abundance, Leisurely Sichuan” cultural and tourism brand, composing a Sichuan chapter for a beautiful China.
In his speech delivered at the China Sichuan Cultural and Tourism Promotion in Brunei yesterday afternoon, Chen Shaochun noted that, at present, under the strategic guidance of Chinese President Xi Jinping and Brunei’s Sultan Hassanal Bolkiah, Brunei-China relations have entered a new era of forging a Brunei-China community with a shared future.
This year marks the 35th anniversary of the establishment of diplomatic ties between China and Brunei, as well as the launch year of China’s 15th Five-Year Plan, while Brunei strides toward its Wawasan 2035. Last month, Prince Haji Al-Muhtadee Billah, the Senior Minister at the Prime Minister’s Office, paid a successful official visit to China. Chinese President Xi Jinping met with the Crown Prince and proposed that the two countries, guided by the vision of building a community with a shared future, actively create "four partnerships," thus pointing the direction for the next stage of China-Brunei relations. China is willing to work with friends from all sectors in Brunei to follow the leaders’ strategic guidance, implement the important consensus reached by the leaders, deepen and expand cooperation in various fields, and push bilateral relations to a new height.
He said that over the long term, Sichuan and Brunei have maintained good exchanges and carried out diverse and fruitful cooperation. This Sichuan cultural and tourism promotion in Brunei demonstrates the high importance attached to developing ties with Brunei and highlights the vibrant momentum of people-to-people exchanges between both sides.
Chen Shaochun hopes that this promotion event will enable more Bruneian friends to get to know Sichuan, visit Sichuan, and personally experience the beauty of Sichuan’s natural ecology and its colorful cultural charm. He also looks forward to further deepening exchanges and cooperation between both sides in such fields as culture, tourism, publishing, film and television, and youth, making new and greater contributions to deepening local exchanges between China and Brunei, enhancing understanding and closeness between the two peoples, and promoting the building of a community with a shared future.

Author

Law Hui Yun


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