On September 30, 2024, the Sichuan Langzhong Three Kingdoms Cultural Exchange Forum took center stage in Langzhong City, Sichuan Province. The event brought together representatives from cultural and tourism institutions, as well as experts and scholars from various regions, including Nanchong, Hebei Zhuozhou, Chongqing Yunyang, and Taiwan. Their shared goal? To delve into the rich heritage of Three Kingdoms culture.
During the forum, discussions ranged widely, with attendees diving into the historical and cultural significance of the Three Kingdoms, touching on tales of the legendary Zhang Fei, and exploring Langzhong’s cultural history. Wei Jinping, a member of the Cultural, Broadcasting, and Tourism Bureau in Zhuozhou, Hebei, highlighted Zhang Fei’s prominent place in Chinese traditional culture, noting his bravery and strong moral compass, which resonate deeply with the public. He pointed out that the legendary camaraderie shared by Liu, Guan, and Zhang, forged through their oath in the Peach Garden, remains a cherished spiritual legacy for the Chinese nation, inspiring countless works in literature, opera, and film.
Wang Xinhang, the marketing director of Yunyang Xiangqing Tourism Development Co., Ltd., shared his views, emphasizing that Zhang Fei’s seven-year residence in Langzhong qualifies it as his second hometown. He expressed that forums like this one play a vital role in promoting the richness of Chinese traditional culture while also enhancing the quality of Langzhong’s cultural tourism industry.
Participants also offered grassroots suggestions aimed at revitalizing China’s cultural heritage and fostering innovative development. Zhang Zhiping, president of the Langzhong Historical and Cultural City Research Association, proposed establishing a Three Kingdoms Culture Research Institute in Langzhong and hosting an annual themed event. Meanwhile, He Zhihong, deputy general manager of Sichuan Jialing River Cultural Tourism Investment Group, recommended strengthening the promotion of Three Kingdoms culture to create a high-impact cultural brand. Additionally, He Faliu, general manager of Gansu Lantian International Travel Agency, advocated for developing cultural tourism products that bring the narrative of the Three Kingdoms to life.
Langzhong holds a special connection to Zhang Fei, who, during his time in the region, was known for his dedication to the community, restoring order, and spearheading irrigation and sericulture projects. His reputation earned him the titles “Tiger Minister, Good Shepherd,” and he is fondly referred to as “Zhang San Ye” by locals. This enduring admiration is evident in the two star-rated hotels named in his honor, the Zhang Fei Avenue that winds through the old town, and the famed Zhang Fei beef legacy, among many other stories and landmarks tied to him.
In recent years, Langzhong has sought to transform its rich Three Kingdoms cultural heritage into development opportunities. The rollout of a “Cultural Tourism Strong City” strategy is designed to fast-track the establishment of a “World Ancient City Tourism Destination.” A representative from Langzhong Cultural Tourism Industry Investment Co., Ltd. articulated that the purpose of hosting the Three Kingdoms Cultural Exchange Forum is to deepen the recognition and appreciation of Chinese culture while collaboratively advancing the research, preservation, promotion, and development of Three Kingdoms culture, ensuring this invaluable traditional legacy is preserved and revitalized.
The forum, guided by the Sichuan Provincial Association for Cross-Strait Exchange Promotion and organized by Langzhong Cultural Tourism Industry Investment Co., Ltd., wrapped up on September 30. During the event, participants visited several notable Three Kingdoms cultural tourism sites, including the Zhang Fei Temple, the Imperial Examination Hall, the North Sichuan Governor’s Office, and the Confucius Temple. The event also featured a cultural exchange exhibition at Zhang Fei Square, showcasing programs organized by young people from both sides of the Taiwan Strait.
