5th Lushan International Romance Film Week: A cinematic celebration of love and culture

The 5th Lushan International Romance Film Week kicked off on Thursday in the picturesque Lushan, located in Jiujiang City, east China's Jiangxi Province.

This year's film week blends the poetic essence of Lushan with a variety of events, including a themed gala, love-themed film screenings, new film showcases and film exchange forums. Organized in collaboration with China Media Group (CMG), the event combines both online and offline elements, celebrating romantic traditions from ancient times to the present.

Forty-four years ago, the film "Romance on Lushan Mountain" was filmed here, setting several records in cinematic history. Since then, Lushan has become synonymous with romance, making it a sought-after location for film production. This year, 21 romance films, both Chinese and international, will be screened in Jiujiang as part of the film week.

Lushan Mountain, a UNESCO World Cultural Heritage Site and Global Geopark, is located to the north of the Yangtze River and to the east of Poyang Lake. Its beauty inspired the festival's planners to structure the content of the event around it.

"We wanted to turn this film festival into a broader celebration of Lushan, capturing its spirit through films, events and television, showcasing its charm in every possible way," said chief planner Sun Xiaodong.

"Through this cinematic experience, we hope to introduce more people to Lushan and inspire them to fall in love with its beauty. This is a fresh approach to combining communication and production in our event," he said.

In recent years, Jiangxi Province has focused on the integration of its cultural and tourism industries. Jiujiang, in particular, has embraced the concept of merging film and tourism through the continuous hosting of the Lushan International Romance Film Week. This approach has not only brought renewed attention to Lushan but has also promoted mutual growth between the film and tourism sectors.

Between January and August this year, Lushan welcomed 13.58 million visitors, marking a 25.78 percent increase from the previous year. Tourism revenue during this period rose by 38.12 percent, reaching 12.75 billion yuan ($1.80 billion).

Yuan Yong, deputy mayor of Lushan City, emphasized the city's plans for further development. "We will continue to tap into Lushan's cultural and tourism resources, enhancing the integration of film, agriculture and health with tourism," he said.

"The focus will also be put on developing new evening attractions, such as night tours, illuminated landscapes and entertainment options, while improving services to boost the local tourism economy."

"Through these efforts, we aim to upgrade the industry, allowing visitors to enjoy Lushan's natural beauty while embracing love and a better quality of life," he added.

The 5th Lushan International Love Film Week is being held by the China Film Foundation, the China Film Association and the Publicity Department of the Communist Party of China (CPC) Jiangxi Provincial Committee (Jiangxi Film Bureau) and hosted by CMG, its 5G new media platform Yangshipin, the Jiangxi Provincial Department of Culture and Tourism, the CPC Jiujiang Municipal Committee and the People's Government of Jiujiang Municipality. The event will run for one week, concluding on September 25.