Hami promotes its iconic melons, cultural tourism across China

The "Hami's Sweetness" campaign recently concluded a four-city tour across China, as the city of Hami in Xinjiang showcased its landscape, heritage and identity through a series of diplomatic receptions, festival exhibitions and pop-up events.

A "Hami's Sweetness" campaign event held at Yongxingfang in Xi'an, Shaanxi province, May 28, 2026. [Photo courtesy of Information Office of Hami Municipal People's Government]

When the fragrance of Hami melons drifted through Yongxingfang in Xi'an, Shaanxi province, when Hami embroidery graced the red carpet of the Shanghai International Film and TV Festival, and when diplomats in Beijing's Forbidden City were captivated by an evening of "sweetness and stars" — a city-branding campaign that crisscrossed China had turned "There is a sweetness called Hami" from a slogan into a cultural brand remembered by millions.

Spanning four months and four cities, the campaign concluded this month, attracting domestic and international audiences and charting a new path for cultural outreach and city branding, a local government official said.

In June, Hami brought its cultural presence to the Shanghai International Film and TV Festival. Following a successful partnership last year, Hami was named the official cultural tourism partner of the 2026 Shanghai International Film and TV Festival —positioning this famous "Silk Road city" to share stories of China's western frontier through the festival's global platform.

Xinjiang actor Daisy continued her role as cultural ambassador this year, spotlighting Hami embroidery, traditional Muqam music and the grassland culture of the eastern Tianshan Mountains through richer storytelling at the Shanghai TV Festival, bringing the city's intangible heritage to an international audience after she first walked the festival's red carpet in traditional Hami embroidery back in 2025.

The Hami booth became a popular destination for international guests from Belt and Road countries — including television festival organizers, producers and directors from Kazakhstan, Saudi Arabia, Italy and beyond. When they learned that Hami is often described as a "microcosm of Xinjiang" — encompassing deserts, oases, snowy peaks, glaciers, grasslands, river valleys, lakes and forests — several of the international filmmakers expressed their interest in shooting there in the future.

Actor Daisy walks the red carpet at the Shanghai TV Festival in Shanghai, June 26, 2026. [Photo courtesy of Shanghai International Film and TV Festival Organizing Committee]

Beyond exhibitions, Hami is deepening its partnership with the festival through content co-creation: promoting the city as a one-stop filming location for production crews nationwide; co-producing short documentaries on Hami's intangible heritage; and launching themed travel itineraries such as "Follow the Films to Hami." Daisy also extended an invitation to filmmakers worldwide: "Come to Hami, and capture the new chapter of the Silk Road through your lenses."

Hami in eastern Xinjiang is known for its sweet cantaloupe varieties known as Hami melons. Once a prized tribute to the imperial court, these melons are now loved around the world, having been transformed into a high-quality product through scientific research, smart agriculture, grading standards and product diversification. In 2025, the melon cultivation area in Hami reached 79,500 mu (about 13,000 acres), with a total output of 173,100 metric tons, a local official told China.org.cn.

The campaign launched on April 9 with a "There is a sweetness called Hami" cultural salon and diplomatic reception at the Forbidden City in Beijing, featuring melon tasting, Silk Road embroidery exhibitions and an astrophotography showcase. Forty-two diplomats from 28 countries attended, sampling the renowned melon, admiring the intricate embroidery and marveling at the region's starry skies amid the palace's red walls and golden tiles.

Diplomats pose for a photo at a Hami-themed diplomatic reception at the Forbidden City in Beijing, April 9, 2026. [Photo courtesy of Information Office of Hami Municipal People's Government]

The campaign moved to Chongqing from May 28-31 with the "Journey to Hami" installation and the Beijing Symphony Orchestra's premiere of "The Silk Road Across the Great Hanhai." The five-part suite blended music, poetry and visuals to evoke the ancient Silk Road, marking a cultural exchange milestone between Chongqing and Hami — an outgrowth of their paired-city support relationship.

On June 17-18, the campaign arrived at Yongxingfang food street in Xi'an, where Tang-dynasty festivities met Hami melon culture. Visitors sampled free melons, played traditional games, collected souvenirs and learned about Hami's harvest customs. Specialty products from Hami's three counties of Yizhou, Barkol and Yiwu were also on display. The two-day event promoted the upcoming 20th Cantaloupe Festival of Hami as a major summer cultural attraction.

The festival will officially open on July 10, marking the culmination of this cross-country celebration in Hami, Xinjiang Uygur autonomous region.