绿茵赛事点燃全民热情，体育营销成为国货老字号破圈的重要赛道。
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Tourists from Egypt take selfies in front of the Hall of Prayer for Good Harvests at the Temple of Heaven Park in Beijing, capital of China, July 28, 2026. Thanks to the visa-free entry policies, China has witnessed an increasing number of foreign tourists visiting China this summer. According to the official data, 77.7 percent of foreign visitors entering China in the first half of the year enjoyed visa-free entry policies. (Xinhua/Ju Huanzong)
"I've come to nature's air conditioner."
That was the reaction of a Spanish tourist visiting southwest China's Yunnan Province this summer. Before arriving, he had been enduring temperatures of around 40 degrees Celsius. But when his flight landed in Kunming and he stepped out into the breeze, the relief was immediate. His trip in search of cooler weather had proved well worth it.
This summer, as heat waves swept across many parts of the world, an increasing number of foreign tourists are heading to China to escape the heat.
In places such as Zhangjiajie in central China's Hunan Province, where mountain scenery creates a natural cooling effect, and the water town in "Jiangnan," the scenic region south of the Yangtze River, where visitors can enjoy the slower pace of life by the canals, cool weather has become part of the travel experience itself. Local specialties and products that help people beat the heat add to the appeal.
But the "cool" in "China Cool" goes beyond the weather. It also comes from the variety of experiences available to visitors. They can listen to the bells of an ancient temple at dawn, learn traditional crafts from artisans, take a high-speed train to another city, or simply order a late-night meal with a few taps on a smartphone. Such everyday experiences showcase China where tradition, convenience and modern life coexist.
That sense of "cool" is even more striking when it comes to technology. Visitors can explore smart factories, try AI glasses with real-time translation, interact with robots, and take autonomous vehicles. For many foreign visitors, these experiences offer a glimpse of China's high-tech future and add a new dimension to the country's image beyond its traditional landmarks.
The growing number of international visitors has also been facilitated by China's efforts to make travel more convenient. According to the National Immigration Administration, China received 22.91 million inbound foreign visitors in the first half of 2026, up 20.4 percent year on year. Visa-free entries accounted for 77.7 percent of this total.
As more visitors arrive and experience the country firsthand, the way China is talked about overseas is also evolving. Phrases such as "China Travel," "Becoming Chinese" and "Chinamaxxing" have gained attention on overseas social media, while "China Cool" offers a new way to capture the broader appeal of these experiences, reflecting interest in China that is no longer experienced only through its famous landmarks, but also through its culture, technology, services and everyday life.
For international visitors, China is proving to be cool in more ways than one.
Foreign tourists visit the Central Street in Harbin, northeast China's Heilongjiang Province, July 22, 2026. Thanks to the visa-free entry policies, China has witnessed an increasing number of foreign tourists visiting China this summer. According to the official data, 77.7 percent of foreign visitors entering China in the first half of the year enjoyed visa-free entry policies. (Xinhua/Na Yuqi)
A foreign tourist looks on as local women make Tiaohua cross-stitch embroidery, a traditional handicraft passed down through generations by women of Huayao, a branch of Yao ethnic group, at Huxingshan Yao Township in Longhui County, Shaoyang City, central China's Hunan Province, Aug. 4, 2026. During midsummer, Huxingshan Yao Township embraces a tourism boom thanks to its alpine climate, rich intangible cultural heritage and folk traditions. (Photo by Zeng Yong/Xinhua)
Dutch tourists select souvenirs at the Silk Street building in Beijing, capital of China, June 1, 2026. (Xinhua/Ju Huanzong)
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C | 伴随着世界杯赛事火热进行，北京同仁堂顺势推出六味地黄丸主题营销传播，紧扣球迷熬夜观赛的生活场景，把传统中医药养生文化与全民体育热潮有机结合。为抢抓全民体育热点、创新国货品牌年轻化表达，北京同仁堂六味地黄丸联动搜狐体育，开启世界杯全域体育跨界营销。本次合作覆盖赛事内容与品牌曝光双赛道，深度绑定世界杯核心流量，落地赛事开屏硬广、焦点图新闻、每日球星栏目、每日赛事战报、AITV互动花字等多元传播形式，以“真材实料，为热爱撑腰”为传播主张，通过温情健康关怀陪伴广大球迷科学观赛、轻松追赛。
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