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Ras Al Khaimah, UAE — On November 16, 2024, the AGC (AppGallery Gamers Cup) All-Star Esports Tournament took center stage in Ras Al Khaimah, combining the excitement of competitive gaming with the allure of Chinese culture and tourism. Supported by the UAE China Cultural Center, the event featured the “Nihao! China” tourism promotion campaign, bringing a distinct Chinese flavor to the vibrant esports scene in the Middle East. The event was attended by Prince Sultan, Chairman of the UAE Esports Federation, who delivered opening remarks, along with over 400 esports enthusiasts from both China and the UAE. Esports Meets Cultural Diplomacy The AGC All-Star Esports Tournament is a renowned competition that has been hosted across multiple Middle Eastern countries. This year’s event spotlighted PUBG Mobile and Mobile Legends: Bang Bang (MLBB), two of the most popular games in the global esports arena. The competition brought together 36 professional players across eight teams, selected from a pool of over 500 online registrants. Additionally, more than 20 influencers and streamers amplified the tournament’s reach, contributing to an online exposure exceeding 15 million views. This innovative fusion of esports with the “Nihao! China” tourism campaign showcased China’s cultural charm to a younger audience. From themed branding to interactive cultural elements, the event captivated local fans, sparking a growing curiosity about Chinese culture and tourism destinations. A Cultural and Digital Milestone The tournament exemplified how esports can serve as a platform for cultural exchange. Local media in Ras Al Khaimah and major social media platforms extensively covered the event, highlighting its unique blend of high-energy competition and cultural storytelling. The UAE China Cultural Center’s creative approach to integrating tourism branding with esports resonated strongly with attendees. Many young gaming enthusiasts left the event not only inspired by the intense matches but also eager to explore the history, traditions, and destinations of China. As esports continues to thrive in the Middle East, initiatives like this underscore the potential of gaming to build bridges between cultures, showcasing the dynamic relationship between China and the UAE.

Dubai, UAE — On October 20, 2024, the “Nihao! Beijing” Public Day event, co-hosted by the Beijing Municipal Bureau of Culture and Tourism, the UAE China Cultural Center, and Huawei Terminal UAE, took place at the Huawei Experience Store in a Dubai mall. The event marked a dynamic fusion of Beijing’s rich intangible cultural heritage, tourism promotion, and a leading Chinese tech brand. With creative and interactive activities, the event aimed to captivate audiences through an engaging blend of tradition and innovation. Cultural Immersion Meets Cutting-Edge Technology Under the coordination of the UAE China Cultural Center, the event showcased Beijing’s unique appeal in a youthful and vibrant manner, leveraging Huawei’s smart technology to present the city’s historical charm in a contemporary context. The collaboration represented a new attempt by the center to promote the “Nihao! China” destination brand while fostering cultural exchange between China and the UAE. Ahead of the event, Huawei Terminal UAE launched a marketing campaign targeting its local customer base, drawing in enthusiasts of Huawei technology, Chinese culture, and Beijing’s history. The result was a lively turnout, as attendees gathered to experience the capital’s iconic cultural and culinary treasures. Highlights of the Event Visitors were treated to a range of hands-on activities and performances that brought Beijing’s heritage to life: A Celebration of Beijing’s Modern Spirit The event successfully bridged the ancient and modern, using Huawei’s smart terminal devices as a lens to present Beijing as a vibrant, forward-looking city with deep cultural roots. This innovative approach resonated with local audiences, offering a fresh perspective on Beijing’s timeless appeal. As part of the UAE China Cultural Center’s ongoing efforts to promote cultural tourism, “Nihao! China” not only showcased the richness of Chinese culture but also strengthened ties between China and the UAE, bringing new energy to cultural exchange and mutual understanding.