Guests browse Shandong's cultural creative products at the Athens stop of the International Confucius Cultural Exchange Program. [Photo provided to chinadaily.com.cn]

Excerpts from The Analects echoed through the cradle of Western civilization on June 9 (local time) as local cultural experts, tourism officials, and media representatives gathered in the Greek capital to experience the timeless wisdom of the East.

The occasion was the Athens stop of the International Confucius Cultural Exchange Program, a dynamic showcase that exposed European audiences to the rich cultural heritage of East China's Shandong province. The event featured promotional films which introduced guests to the birthplace of Confucius (551–479 BC) – Qufu, Jining.

The event combined cultural exhibitions, immersive experiences, and industry matchmaking to foster mutual learning between the ancient civilizations of China and Greece while building a bridge for broader China-Europe cultural tourism cooperation.

A centerpiece of the event was "The Code of Confucius" thematic exhibition curated by the Confucius Museum. The display drew significant attention from Greek cultural and tourism experts, who explored the philosophical roots of Confucianism. Alongside the historical panels, high-quality creative exhibits from the Nishan Sacred Land and Doushen Animation showcased contemporary interpretations of traditional culture. 

The event also featured a thematic zone showcasing nearly 100 cultural and creative products as well as interactive, hands-on activities. Greek guests tried out traditional woodblock rubbing, watched performances of the Bayi dance (a ceremonial sacrificial dance), sampled authentic Kong Family pastries, and tried their hand at calligraphy by copying excerpts from The Analects.

A guest copies The Analects on-site. [Photo provided to chinadaily.com.cn]

During the promotional session, representatives from a Shandong cultural tourism company highlighted Jining and Qufu's many museums, intangible cultural heritage of Confucian sacrificial rites, Kong Family cuisine, and curated travel routes linking the region's UNESCO World Heritage sites.

Lysandros Tsilidis, president of the Federation of Hellenic Associations of Tourist and Travel Agencies, introduced Greece's cultural tourism attractions and expressed strong optimism for future bilateral collaboration.

The two sides signed a memorandum of understanding on cultural tourism cooperation, marking a practical step forward in developing joint tourism initiatives. The event concluded with an exchange of cultural gifts, including a statue of Confucius, symbolizing the enduring friendship and shared vision between the two nations.