The latest season of the youth-oriented travel reality show ‘Divas Hit the Road’ has been captivating audiences on Hunan TV and its digital platform Mango TV, creating a wave of cultural enthusiasm. Coinciding with the 10th anniversary of China’s Belt and Road initiative (BRI), this show, produced by state-owned Hunan TV, takes viewers on an immersive journey through various countries along the Silk Road, including Saudi Arabia, Croatia, and Iceland.
Featuring seven Chinese artists – Qin Hailu, Qin Lan, Xin Zhilei, Dilraba Dilmurat, Zhao Zhaoyi, Wang Anyu, and Hu Xianxu – the show adopts a “study-travel” format. This approach not only entertains but also educates, sharing stories of people and cultures along the Silk Road and strengthening cultural connections in a relatable manner.
Prior to its premiere, the show garnered attention from multiple national tourism boards, including those of Saudi Arabia, Croatia, Iceland, Britain, Australia, South Africa, and Spain. These organizations used the show’s hashtags to encourage people to share their travel experiences, thereby leaving their marks on the Silk Road.
In addition, Chinese companies involved in Belt and Road cooperation projects, such as China Railway Construction and China Railway 18th Bureau Group, have also actively engaged with online audiences. They shared “China stories” that showcase the country’s involvement and impact along the Silk Road.
The journey begins at the Cultural Office of the Saudi Arabian Embassy in Beijing, highlighting significant Belt and Road sites like the China-built Peljesac bridge in Croatia. The program not only showcases the contributions of Chinese companies to these projects but also delves deep into local traditions and cultures, fostering international friendships and connections.
Since its debut, the show has sparked a newfound interest in Arabic culture among viewers, with many expressing a desire to explore Saudi Arabian cuisine and landscapes. This interest is reflected in the surge of searches related to “Saudi Arabia” on domestic travel platforms, indicating a 772% increase.
Through the series, domestic audiences gain insights into the lives of families living along the Belt and Road, understanding the positive impacts of Chinese contributions. The show also highlights international appreciation for Chinese products and culture, as experienced by the Chinese artists in foreign lands.
China’s Ambassador to Saudi Arabia actively promoted the show, emphasizing its role in introducing the changes and developments in Saudi Arabia to Chinese viewers. This endorsement further amplified the show’s reach.
The popularity of ‘Divas Hit the Road’ extends beyond entertainment, sparking a surge in interest in Silk Road cultures. The show’s broadcast has led to a significant increase in searches for terms related to Saudi Arabia on travel platforms. On social media, the program has generated over 2800 trending mentions, fueling widespread discussions and curiosity about the Silk Road and its rich cultural tapestry.
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