On 20 May 2026, on the eve of the United Nations International Tea Day, the China Cultural Center Den Haag was filled with the fragrance of tea and the vibrant rhythm of drums. The “Tea for Harmony: The Charm of Chaoshan and the Fragrance of Orchids” Guangdong Cultural and Tourism Overseas Promotion Event was grandly held, jointly organized by the Department of Culture and Tourism of Guangdong Province, the Bureau of Culture, Radio, Television, Tourism and Sports of Shantou Municipality, and the China Cultural Center Den Haag.

Nearly 150 guests from various sectors attended the event, including Ambassador Shen Bo of the Chinese Embassy in the Netherlands, Huang Lifeng, Deputy Director of the Bureau of Culture, Radio, Television, Tourism and Sports of Shantou Municipality, members of the Guangdong cultural and tourism delegation, Monica Knapen, Chair of the Netherlands-China Association, Roy Fu, Director of The Hague Business Agency, Yu Jian, Cultural Counselor of the Chinese Embassy in the Netherlands, and Hélène Pichon, Director of Alliance Française de La Haye. In addition to representatives from the Dutch cultural and artistic communities and Chinese associations, the event also welcomed travel industry representatives and delegates from French cultural institutions in the Netherlands, demonstrating the broad appeal of Chaoshan culture. The event also marked Ambassador Shen Bo’s first visit to an event hosted by the China Cultural Center Den Haag since assuming office, reflecting the Embassy’s strong support for cultural exchange between China and the Netherlands.

In his speech, Ambassador Shen Bo stated that tea serves as a carrier of civilizational exchange and a gentle bridge connecting Eastern and Western cultures. He emphasized that openness and mutual learning are fundamental to China’s approach toward dialogue among civilizations. Guangdong’s maritime heritage and the spirit of harmony and win-win cooperation embodied by Chaoshan merchants resonate closely with the Dutch maritime tradition. Coinciding with International Tea Day, he noted that promoting tea culture and supporting the tea industry contribute to both green development and people’s well-being. He expressed hope that the event would help Dutch audiences better understand the inclusiveness and modesty of Chinese culture and inspire more people to visit Guangdong and Chaoshan to experience the richness of Chinese civilization firsthand.

Deputy Director Huang Lifeng stated that Shantou, as a historic treaty port and renowned hometown of overseas Chinese, shares with the Netherlands a maritime culture characterized by openness and inclusiveness. She expressed hope for deeper cooperation in cultural tourism development, tourism exchanges, intangible cultural heritage preservation, and cultural innovation.

Monica Knapen reviewed the nearly fifty-year history of the Netherlands-China Association in promoting mutual understanding between the two countries. She described Guangzhou as one of her favorite Chinese cities and encouraged more Dutch visitors to explore Guangdong and gain a deeper understanding of China.

Roy Fu noted that cultural understanding and economic cooperation complement one another. Although The Hague and Shantou are geographically distant, both cities share values of openness, innovation, entrepreneurship, and international cooperation.

The event presented an immersive cultural experience brought by intangible cultural heritage inheritors and artists from Chaoshan. Tea masters demonstrated the elegance of Chaoshan Gongfu tea culture, while artisans showcased traditional Chaoshan embroidery, paper cutting, wood carving, and porcelain inlay techniques. Traditional Chaoshan delicacies, including hand-beaten beef balls, marinated goose, and various local pastries, were also served. Guests showed strong interest in the intangible cultural heritage displays, gathering around the artisans to learn about the craftsmanship and cultural significance behind each work.

The Yingge dance performance became the highlight of the event, drawing enthusiastic applause and encouraging many guests to take photos with the performers.

The event also generated promising cooperation outcomes. Two Dutch travel agencies expressed clear interest in visiting Shantou later this year to develop tourism routes and introduce Chaoshan culture to more European travelers. Renowned Dutch ceramic artist Nieuwendijk, after observing the intricate openwork wood carving techniques of Chaozhou, expressed strong interest in traveling to Shantou for further artistic exchange and study. Several Dutch attendees also consulted the delegation for travel recommendations, hoping to personally experience the natural scenery, local culture, and historical heritage of Chaoshan.

One day prior to the event, the Shantou delegation was invited to Giethoorn, one of the Netherlands’ best-known tourist destinations, where they presented Gongfu tea ceremonies and Yingge dance performances. Gabriella Esselbrugge, Chief Representative of Giethoorn and International Ambassador of the Netherlands Board of Tourism and Conventions, attended the performance together with local residents and international visitors. She praised the unique charm of Chaoshan culture and expressed interest in strengthening future tourism and cultural cooperation with Shantou.

Wang Zheng, Director of the China Cultural Center Den Haag and host of the event, stated that the Center will continue serving as a bridge for local exchanges between China and the Netherlands. He expressed hope that more Dutch audiences would come to better understand China through this “Window to Lingnan” and that the friendship between the two peoples would grow ever deeper, like the lingering fragrance of tea.

The event received extensive media coverage from Xinhua News Agency, China News Service, Shantou Media Group, and other media outlets.