The launch ceremony for the campaign themed "Hehe Tiantai, Destination for All" takes place in Yiwu. [Photo/taizhou.com.cn]

A campaign themed "Hehe Tiantai, Dedtination for All" was launched at Yiwu International Expo Center in Yiwu, East China's Zhejiang province, on June 13 to promote Tiantai Mountain in Tiantai county of Taizhou, Zhejiang, as a cultural and tourism destination for international visitors.

It aims to express the mountain's natural beauty, harmony-centered heritage, and resort offerings through cross-border exchanges and curated travel experiences.

The launch ceremony brought together officials from Taizhou, Yiwu, and Tiantai county, along with representatives from cultural and tourism enterprises, chambers of commerce, and foreign nationals. Tiantai county was recently selected as a pilot for inbound tourism innovation in Zhejiang, the only county in Taizhou to receive this honor.

A promotional itinerary was released at the event covering key sites such as Guoqing Temple, Tiantai Mountain Waterfall, and the Hehe Renjian Cultural Park. Organizers described the route as a deep dive into Chinese traditional culture for international travelers.

Nine domestic and foreign cultural figures, including scholars and travel influencers, were appointed as global ambassadors for Tiantai Mountain inbound tourism. Among them were writer Wang Han, who has included Tiantai in her books and short videos, and US vlogger Wang Shengli, who said his short videos of Tiantai frequently attract overseas followers eager to visit.

Following the launch ceremony, the first group of international guests departed for a two-day trip to experience Tiantai's scenic and cultural charm.