Singapore—On June 11th, the curtain officially rose on the 2025 "Chongqing Week in Singapore" and the "China, An Opportunity: Chongqing Brands" Singapore Promotion Event. Co-organized by the Chongqing Municipal People's Government and Singapore's Ministry of Trade and Industry, the event commenced at Ngee Ann City on Orchard Road, Singapore.

Distinguished guests attending the opening ceremony included Mr. Tan Kiat How, Senior Minister of State, Ministry of Communications and Information & Ministry of Health, Singapore; Mr. Xu Jian, Vice Mayor of Chongqing Municipal People’s Government, Executive Deputy Director-General, the Executive Committee of CCI; Mr. Cao Zhongming, Ambassador Extraordinary and Plenipotentiary of the People’s Republic of China to the Republic of Singapore; alongside prominent representatives from the business, cultural, and other sectors across Singapore and China.

A highlight of the event was the official unveiling of the second batch of key brands under the "China, An Opportunity: Chongqing Brands" initiative. Ms. Zhang Qiong, Director-General of the Information Office of Chongqing Municipal People's Government, presented the new brands. Spanning five dynamic sectors—Cultural Tourism, Urban Development, Cuisine, Trade and Investment, and Traditional Chinese Medicine (TCM)—these brands collectively showcase the multifaceted charm and immense developmental potential of this captivating "mountain city.

Ms. Zhang Qiong, Director-General of the Information Office of Chongqing Municipal People's Government, presented the second batch of key brands. (Photo/WCICO)

Visitors to the "Chongqing Week in Singapore" event were immersed in a sensory spectacle brought by Chongqing brands. Highlights ranged from Changan Automobile's technologically advanced charging systems and the awe-inspiring Chongqing City Photography Exhibition, to the mouth-watering spice of Chongqing Hotpot, Bobo Chicken (spicy sliced chicken dish), the distinctive flavor of Eagle Tea latte, and the soothing aroma of TCM herb sachets. This comprehensive exhibition generated palpable excitement, creating a "Chongqing Heat" that drew crowds eager to experience the offerings firsthand.

Singaporean residents savored authentic Chongqing delicacies / the authentic local flavors of Chongqing cuisine. (Photo/Kenny Dong)

The experience extended beyond the physical venue through a special Chongqing—Singapore livestream. iChongqing host Julius partnered with local social media influencers @LinLin and @Xavier, guiding online audiences through the exhibition zones. Viewers were treated to authentic flavors from the "360 Bowls of Chongqing Flavors" culinary collection, demonstrations of intangible cultural heritage crafts, and an intimate encounter with the unique allure of TCM. 

As evening descended on Singapore, the exhibition areas retained their vibrant energy. Numerous Singaporean residents, visibly intrigued by the displays, actively searched "Mountain City Chongqing" on their mobile phones, demonstrating growing interest in this western Chinese metropolis. 

​​iChongqing hosts guided social media influencers to experience the traditional charm of TCM.​​ (Photo/Vivian Yan)

"The local cuisine is a quintessential cultural emblem of Chongqing, and ‘360 Bowls of Chongqing Flavors’ booth serves as a signature culinary name card, embodying the city's authentic urban vitality and humanistic warmth," said a representative from the CCI Administrative Bureau, "By specially setting up this exhibition area, our aim is for Singaporeans savoring genuine Chongqing delicacies to simultaneously perceive Chongqing as an open, inclusive, and vibrantly dynamic city."

Numerous Singaporean citizens lingered at the Jiangxiaobai exhibition area, savoring the offerings with undiminished enthusiasm.​ (Photo/Kenny Dong)

Launched in May 2024, the "China, An Opportunity: Chongqing Brands" project actively positions Chongqing within the global development landscape by showcasing its unique appeal and robust capabilities. Its first batch of six key brands–"International Exchange Hub in Central Western China," "Made in Chongqing," "Invest in Chongqing," "Study in Chongqing," "Landscapes of Chongqing," and "Taste of Chongqing"–has garnered widespread attention, accumulating a remarkable over 1 billion views globally. The city's international recognition and reputation continue to soar.

(Zhou Junjie, as an intern, also contributed to this report.)