Jackson Yee Leads Chengdu’s Global Push for the 2025 Universiade Amid Cultural and Sports Fanfares

At the heart of the promotion is pop‑star‑turned‑actor Yi Yangqianxi, better known in the West as Jackson Yee. The 23‑year‑old was tapped as the special narrator for the Universiade’s theme film, a polished short that weaves sweeping aerial shots of the city with glimpses of athletes, historic landmarks and everyday life. In the voice‑over, Yi invites viewers to “meet in Chengdu and encounter a myriad of wonders,” a line that has already been echoed across Weibo, Instagram and TikTok. His involvement has turned the campaign into a cultural moment: fans of the former TFBOYS member are sharing clips of the film, posting their own Chengdu memories and using the hashtag #相约成都遇见万千精彩 to spread the word.

The promotional push is a joint effort between Xinhua News Agency and the city’s GoChengdu tourism board, both of which have released a steady stream of videos, posters and interactive web pages. The Tianfu International Convention Center, already slated to host the opening ceremony, was featured prominently in the film’s opening sequence, where traditional Bashu (巴蜀) motifs were blended with modern light shows. The ceremony itself promises to be a showcase of the region’s cultural essence – from the ancient Sanxingdui relics to the city’s signature tea culture – while also spotlighting the vibrant youth scene that fuels Chengdu’s reputation as a hub for anime, street art and indie fashion.

Athletes, too, have become part of the narrative. One of the most talked‑about moments came when 21‑year‑old gymnast Zhang Minghe, a member of China’s trampoline team, was seen wiping away tears after a misstep during a recent test event. The candid footage, shared widely on social media, struck a chord with netizens who rallied around the young competitor with messages like “Youth, don’t cry – you’re already a champion for stepping onto the world stage.” Zhang’s emotional response underscores the human element behind the massive logistics of the Universiade, reminding viewers that the Games are not just about medals but about perseverance and personal growth.

Traditional Chinese martial arts also received a spotlight. At a pre‑Games showcase, martial artist Gao Jiushang performed a “monkey staff” routine that combined acrobatics with centuries‑old kung‑fu techniques. The performance, streamed live and then clipped into a highlight reel, sparked a surge of pride online, with the hashtag #ChineseKungFuIsSoAwesome trending alongside the main campaign tag.

Beyond sport and performance, the campaign weaves in Chengdu’s environmental credentials. Young visitors from high schools have been invited to the city’s famed Panda Base, where they learn about conservation efforts and are encouraged to share eco‑friendly messages. The narrative of “environmental protection” runs parallel to the city’s broader green initiatives, aligning Chengdu’s image with the global push for sustainable tourism.

Corporate partners have also joined the chorus. Home‑appliance giant Midea integrated the slogan into its “美的履程” (Midea’s Journey) initiative, commissioning landscape photographer Chris (known on social media as 风光摄影师Chris) to capture the region’s natural splendor. Chris’s images – mist‑shrouded bamboo forests, rolling hills and the iconic Sichuan pepper markets – have been featured in pop‑up galleries across the city and in a series of short documentaries that accompany the main Universiade film.

The social media response to the campaign has been overwhelmingly positive. A sweep of recent Weibo posts shows a flood of excitement, with users posting selfies in front of the Giant Panda, sharing recipes for Zhong Shui Jiao (a local dumpling) and posting their own short videos of Chengdu’s bustling night markets. The celebrity factor—Yi Yangqianxi’s involvement—has amplified reach far beyond traditional sports fans, pulling in younger demographics who might otherwise have ignored a university‑level competition. Even international observers have taken note; foreign travel forums are buzzing with queries about flight deals to Chengdu, and travel agencies are already packaging “Game‑Ready” tours that combine competition tickets with cultural excursions.

Behind the festive façade lies a broader strategic context. The phrase’s rise coincides with China’s post‑poverty‑eradication era, a period marked by large‑scale investments in infrastructure, cultural soft power and global outreach. The Chengdu Universiade is not merely a sporting event; it’s a showcase of a nation that has, within a few short years, lifted millions out of absolute poverty and is now positioning its cities as world‑class destinations. The Belt and Road Initiative, mentioned repeatedly in Xi Jinping’s speeches, underpins the logistical confidence that allows China to host such mega‑events with confidence and precision.

Looking ahead, the opening ceremony at Tianfu International Convention Center on the scheduled date in late March 2025 will be the climax of months of meticulous preparation. Organizers promise a seamless blend of high‑tech spectacle and authentic regional culture, with a line‑up that includes traditional music, contemporary dance, and a final salute to the pandas – the city’s most recognizable ambassadors.

In short, “Come to Chengdu, meet a world of excitement” is more than a slogan; it is a multi‑layered invitation that taps into the city’s historical depth, modern dynamism and the universal appeal of sport. Whether you are a gymnastics enthusiast tracking Zhang Minghe’s journey, a fan of Yi Yangqianxi’s music, or a traveler eager to taste Sichuan peppercorns while watching world‑class athletes compete, Chengdu is positioning itself as a crossroads where global talent and local charm intersect. The world’s eyes are turning toward the city, and, judging by the enthusiastic online chatter, many are already planning their rendezvous.