In an interview, Professor Chen Lai, the Director of the Institute of Sinology and a Philosophy professor at Tsinghua University, emphasized the enduring significance of Zhuzi culture as an elaboration and advancement of Confucian and Mencian thought. He noted, “From Confucius in the Eastern Zhou to Zhu Xi in the Southern Song, we see a rich tradition of philosophical development that continues to resonate today.”
Located in YX County, Sanming City, Fujian Province, YX is recognized as the birthplace of Zhu Xi and is often referred to as the “Pearl of Central Fujian” with a history spanning over a thousand years. In recent years, YX County has effectively leveraged its resources related to Zhu Xi’s heritage. Initiatives such as the restoration of Zhu Xi’s historical sites, the promotion of Zhuzi culture, and the development of a Zhuzi brand have not only helped in preserving traditional culture but also cultivated a civilized local ethos. The county is evolving into a “Zhuzi Cultural City” characterized by a commitment to education, understanding principles, prosperous commerce, and social harmony, thereby enhancing its international profile.
桂峰村, known as “the Mountain Retreat for Reason,” is one of the key sources and transmitters of Zhuzi’s philosophy. During the Southern Song Dynasty, Cai Yuanding, a prominent disciple of Zhu Xi, taught here, and the village embraced him as a cultural mentor, orienting itself towards a tradition that values agricultural heritage and reverence for loyalty and filial piety.
This legacy has led to a thriving community in 桂峰 Village, particularly during the Ming and Qing Dynasties, resulting in the construction of numerous uniquely designed traditional homes. In 2007, with its well-preserved ancient village ambiance, 桂峰 Village was recognized as one of China’s historical and cultural villages, spurring growth in its tourism sector.
Eight years later, the village welcomed its first tertiary road, allowing it to ride the wave of full-scale tourism development. 桂峰 now offers various cultural tourism projects, including Zhuzi-themed educational tours, the Autumn Sun Festival, and the Rose Valley, paving the way for a rural revitalization strategy that integrates culture with industry.
To attract more visitors to this historic home of Zhu Xi, YX County has accelerated infrastructure development, beginning in 2018 with the construction of ten tourism roads that directly connect major attractions and transit hubs to the core markets of Fuzhou and Xiamen.
According to local officials, the county has implemented the “General Plan for the Ecological Protection Zone of Zhuzi Culture (2022-2035),” which includes the establishment of major cultural projects such as Dali Park, Ziyang Park, and the Ten-Mile Zhuzi Cultural Corridor. Furthermore, it has created the country’s first intangible cultural heritage display and experience center dedicated to Zhuzi culture. YX County is actively working to forge a city renowned for its unique regional characteristics and profound cultural heritage grounded in Neo-Confucianism.
To share Zhuzi culture with the world, YX County has enacted various measures, including hosting the Kao Ting Forum, establishing a Zhuzi Cultural Research Association, erecting a statue of Zhu Xi, and reconstructing the Nankxi Academy. These efforts are complemented by substantial research and publication on Zhuzi’s teachings.
In addition, the county has tailored its branding to feature Zhuzi culture, promoting it in rural areas, schools, and communities while organizing study trips and cultural tours. They’ve also launched the “Xi Bao” IP and other derivative products aimed at fully disseminating Zhuzi culture.
Adapting to the trends of the new media era, YX County has developed a series of short videos titled “Humans Should be Confucians,” detailing Zhu Xi’s life and the essence of Zhuzi thought. These videos have been broadcast on various platforms, totaling 100 episodes with over five million views.
As autumn unfolds, Sanming is experiencing a resurgence of interest in Zhuzi culture. Citizens eagerly participate in cultural events, and visitors flock to the Nankxi Academy, Ziyang Park, and the Zhuzi Cultural Corridor. Zhuzi-themed cultural products, such as the Wen Gong pen holder and Tian Guang Yun Ying inkstone, are now widely available in tourism venues.
Lü Xing, a professor at Nankai University, remarked that these initiatives effectively showcase the local culture of YX, enhancing the city’s recognition. “This not only allows scholars from around the globe to deepen their understanding of Zhu Xi’s homeland, but it also opens up broader platforms for Zhuzi culture, promoting tourism and attracting more visitors and investment, ultimately fostering overall prosperity.”
As of now, YX County in Sanming City has registered 36 trademarks related to “Zhuzi” and 44 for “Zhuzi’s Hometown.” From establishing a robust heritage protection system to enhancing promotional activities and developing cultural tourism brands, Sanming is continuously driving the creative transformation and innovative development of Zhuzi culture.
