Tens of thousands of exhibitors and visitors from around the world are participating the 19th China (Shenzhen) International Cultural Industries Fair (ICIF), which is known as the largest and most influential exhibition in the field of cultural industry in China.

One of the participants, Madi, a representative from Iran, has brought Iranian saffron and handicrafts with him, hoping to showcase the culture of his hometown in China.

"This is our second time participating in the ICIF, we want to introduce more of our unique Iranian handicraft products to Chinese consumers," said Madi, who is fluent in Chinese. He expressed his excitement about being part of the event during an interview with China Media Group (CMG).

This year's event is focusing on cultural tourism, artwork, digital culture, film and animation, and creative design. Visitors can expect to be mesmerized by the diverse cultural treasures showcased at the exhibition stalls from Europe, the Middle East, and Africa.

More than 20,000 professional visitors from over 100 countries and regions have registered to participate in the offline exhibition during the five-day event. Additionally, the virtual platform of the fair has witnessed a record-breaking number of exhibitors, surpassing 6,000 for the first time.

What's special this year?

The organizer of the event has set up six exhibition halls, each featuring different topics such as digital culture and intangible cultural heritage. One hall that has generated high anticipation is the "Cultural & Tourism Consumption · Belt and Road International Hall." After being held online due to the COVID-19 pandemic, it has returned to an offline format for this year's fair.

Covering an area of 20,000 square meters, this hall highlights cultural tourism, performing arts and entertainment, and arts and crafts. As this year marks the 10th anniversary of the Belt and Road Initiative, the hall showcases fruits of cultural cooperation between China and countries and regions along the Belt and Road in the past decade.

This year, the European Pavilion for Creativity and Culture made its debut this year, bringing together representatives from various fields including cultural tourism, design, and digital arts from Europe. Attendees expressed that China, as a country with a rich history, offers vast opportunities for cooperation in the fields of culture and design.

"I appreciated very much when I came here … to see how creative and how dynamic you are in creation," said Anne-Marie Sargueil, president of the French Institute of Design.

"I know a lot of Chinese designers, (they are) very young, and (they are) very good designers, and I believe that we can achieve great things by working together."

Additionally, a digital China exhibition area has been set up for the first time at the to promote national-level market players, major platforms, and the latest technological innovations in the cultural industries.

What does it bring to the cultural exchange?

Throughout history, China has maintained a welcoming stance, embracing visitors from around the globe, starting from the ancient Silk Road to the present-day Belt and Road Initiative.

Ever since its inception during the 11th ICIF in 2015, the Belt and Road International Hall has witnessed a continuous increase in the number of participating countries and regions. This year, the hall proudly accommodates the involvement of 50 countries and regions, marking a substantial increase from the initial 15.

Under this platform, artists and creators from the countries and regions along the Belt and Road have the opportunity to showcase their unique cultural and creative works to a global audience, fostering greater cultural trade and exchanges.

The fair not only an annual grand gathering that connects and engages with global cultural and creative resources, but also provides market outlets for cultural goods and services.

During the event, over 100,000 cultural and creative products were showcased and traded on-site, alongside more than 4,000 cultural industry investment and financing projects. These on-site transactions contribute to the growth of China's cultural industry, and help to advance the globalization of Chinese cultural products.