‘NiHao Chengdu’ Global Salon Debuts

On January 7, the “NiHao Chengdu” Global Salon Launching Ceremony, hosted by the Information Office of Chengdu Municipal People’s Government, the Chengdu Opening-up and Cooperation Center, and the Chengdu International Cultural Exchange Center, was held simultaneously in renowned hotpot restaurants respectively in Chengdu, Singapore, Kuala Lumpur in Malaysia, and Bangkok in Thailand.

The “NiHao Chengdu” Global Salon campaign aims to create a new platform for cultural and tourism exchange, as well as economic and trade cooperation. By exploring innovative models, gathering diverse partners, and connecting a wide range of resources, the event seeks to open new channels for engagement. By leveraging the overseas branches of Chengdu-based enterprises, it establishes Chengdu-themed salons around the world to showcase the city’s image, promote cultural tourism and trade exchanges, enhance Chengdu’s international visibility, and strengthen its global connectivity. This program fully supports Chengdu’s efforts to become the center for foreign exchange in western China.

Launches in Chengdu, Singapore, Kuala Lumpur and Bangkok

The first four restaurants hosted the “NiHao Chengdu” Global Salon are chain outlets of Haidilao in Chengdu, Singapore, Kuala Lumpur, and Bangkok.

At the main venue in Chengdu, the mesmerizing Sichuan Opera face-changing performances captivated passersby, while the artful “noodle-pulling” demonstrations delighted the crowd with their rhythmical flourishes and dazzling tricks, creating an atmosphere of festivity and excitement. Simultaneously, the other three restaurants launched their “NiHao Chengdu” Global Salon campaign overseas in tandem.

The event began with the hosts connecting live with representatives from the three overseas venues. Together, they extended warm congratulations and wishes to the Global Salon initiative.

As golden sand mixed with chili powder was poured into the launch device on stage, the Chinese characters meaning “Gather in Chengdu, Let’s Party” gradually emerged, symbolizing the official start of the “NiHao Chengdu” Global Salon series. Following this, guests at all four restaurants participated in a ceremonial activity, placing hotpot ingredients into hotpot-shaped molds. The screens at each outlet displayed a section of the pot, which ultimately came together to form a single unified hotpot image, symbolizing the global cultural connection and the shared aspirations for mutual understanding and collaboration.

“As a local company that has expanded from Chengdu to the global stage, Haidilao is deeply honored to jointly promote the ‘NiHao Chengdu’ Global Salon at this very beginning,” said Hao Jun, Deputy General Manager of Haidilao International Holding Ltd. “This not only recognizes the cultural essence of our brand but also represents a global promotion of Chengdu’s culinary culture.” Hao further explained that Haidilao currently boasts over 1,000 stores worldwide and plans to integrate more of its outlets into the “NiHao Chengdu” Global Salon initiative. By doing so, it aims to enhance Chengdu’s reputation and influence on an international scale.

“Food knows no borders, and flavors resonate universally. Cuisine is one of Chengdu’s brightest calling cards in international exchanges,” an organizer of the event remarked. They explained that Haidilao outlets were chosen as the first pilot locations for the “NiHao Chengdu” Global Salon to highlight the critical role that food—especially hotpot—plays in Chengdu’s cultural interactions. Additionally, by leveraging Haidilao’s extensive global network, the program aims to amplify the impact of the “NiHao Chengdu” Global Salon worldwide.

Collaborative Efforts for City Promotion and Cultural Exchange

“I believe that the ‘NiHao Chengdu’ Global Salon will definitely become an important cultural hub connecting Chengdu with cities overseas,” said Michael Xiao, Chairman China Inbound at National Association of Travel Agents Singapore.

“Through the ‘NiHao Chengdu’ Global Salon, we look forward to further bridging the distance between Chengdu and Malaysia,”addressed by Dato’ Chong Chong Tik, President of Malaysia Promas International Business Society.

“We believe that through the ‘NiHao Chengdu’ Global Salon, the cultural ties between Chengdu and Thailandwill be further strengthened.Cooperation between the two sidesin areas such as culture and tourism will deepen,” according to Chanapan Kaewklachaiyawuth, Vice President of Thai-Chinese Tourism Alliance Association.

For Ahkif Rashid from the UK, Chengdu is not just about giant pandas and historical sites. You can cycle along greenways, enjoy hotpot, drink tea, and bask in the sun in parks—living just like the locals.

“Chengdu has become the most wanted Chinese city for foreigners in 2024, which was supported by the geometric growth in the searches of its pandas, history and culture, and unique scenery at Trip.com Group’s overseas platforms. As the ‘NiHao Chengdu’ Global Salon is launched, more tourists in Southeast Asian countries will choose Chengdu,”General Manager of National Government Affairs of Trip.com Group, Lu Yang shared.“At present, our Group’s overseas site TRIP.COM has launched exclusive travel routes of the city and detailed relevant introduction for tourists from those countries. For foreign tourists who book a trip to Chengdu, it will cooperate with local suppliers to launch relevant promotional activities, including ticket coupons, exclusive hotel packages, airport pick-up and drop-off discounts, etc.”

Chengdu Continues to Attract International Visitors

The “China Travel” craze continues to gain momentum. Recently, the National Immigration Administration of China announced an updated and optimized visa-free transit policy for foreign nationals, extending the duration from 144 hours to 240 hours. This new policy is expected to attract more international travelers. Along with measures like convenient payment and immediate tax refunds on departure, Chengdu is boosting its international appeal and reputation.

According to data, from January to November 2024, Chengdu received a total of 1.472 million inbound tourists, a year-on-year increase of 163.8%. The top five countries of origin for visitors to Chengdu were Malaysia, Thailand, the United States, Vietnam, and the Republic of Korea. Additionally, Chengdu ranked among the top five most popular inbound destinations for international travelers in a list released by online travel agency Qunar.com.

“As Chengdu accelerates its development as a western hub in China for international exchanges, and with its growing popularity in the global tourism market, it has become increasingly urgent to provide more localized platforms to showcase Chengdu’s culture and image to international audiences. The launch of the ‘NiHao Chengdu’ Global Salon is an initial attempt in this direction,” said an organizer of the event. Once established in overseas locations, the Global Salon initiative will continuously host activities such as business roadshows, traditional cultural experiences for international students, and themed interviews with international media. These initiatives aim to help more international audiences understand the charm of Sichuan Province and, by extension, China as a whole.

Looking ahead, Chengdu plans to collaborate with leading enterprises in sectors like cultural and creative industries, dining, tourism, and retail. By leveraging the existing global networks of these companies, it will expand the “NiHao Chengdu” Global Salon locations worldwide. Through tangible, immersive, and accessible experiences of Chengdu, the initiative will serve as a cultural window for international audiences to discover, experience, and fall in love with the Chinese city. This effort aims to stimulate cultural tourism consumption, promote intercultural exchange, and foster economic and trade cooperation.