(ECNS) — The 40th Seoul International Travel Fair (SITF2025) opened Wednesday at COEX Convention & Exhibition Center in the South Korean capital. A China-themed pavilion under the banner “Hello! China” made its debut at the event, drawing wide attention from local visitors and industry professionals.

The China Pavilion was organized by the China National Tourist Office in Seoul, under the guidance of the Bureau of International Exchange and Cooperation of the Ministry of Culture and Tourism of China. More than 100 representatives from the cultural and tourism authorities and enterprises of seven provinces and autonomous regions—Hubei, Shandong, Guangxi, Shaanxi, Zhejiang, Hainan, and Jiangsu—participated in the exhibition. Ke Ke, director of Hubei's culture and tourism department, attended the opening ceremony.

Covering an area of 225 square meters, the China Pavilion was divided into multiple functional zones, including a stage area, exhibition space, business negotiation area, and interactive experience zone. The pavilion showcased the charm of traditional Chinese culture and highlighted achievements in the integrated development of culture and tourism in the new era.

A variety of cultural performances and demonstrations were staged on site, including tea art, guqin performances, martial arts, and traditional acrobatics. Intangible cultural heritage displays such as dough modeling, embroidery, and folk songs also captivated audiences. Interactive events like the Qingdao Beer Challenge, photo zones, Chinese snack tastings, and photo opportunities with the popular “Panda Man” mascot created a lively and immersive atmosphere.

As one of South Korea’s largest and most influential tourism fairs, the Seoul International Travel Fair attracted 350 tourism organizations and related enterprises from 45 countries and regions. This year’s exhibition covers 10,348 square meters with approximately 500 booths.