New publicity campaign launched in Shaanxi’s Liuba to boost Qinling ecological protection

A provincial cultural campaign themed “Let the World Witness the Beauty of the Qinling Mountains” was officially launched in Liuba county, Hanzhong City, on Oct 29, kicking off its 2026–27 series of cultural events for Qinling ecological conservation.

Co-organized by seven Shaanxi provincial bodies: the Development and Reform Commission, Department of Education, Department of Ecology and Environment, Department of Culture and Tourism, Forestry Department, Communist Youth League Shaanxi Provincial Committee, and Shaanxi Soong Ching Ling Foundation, the campaign seeks to raise public awareness of environmental protection and display the ecological and cultural value of the Qinling Mountains.

As China’s "central water tower" and a key symbol of Chinese civilization, the Qinling Mountains form a vital ecological barrier dividing northern and southern China. Shaanxi has prioritized Qinling protection and restoration with regulatory frameworks, smart monitoring, and systematic ecological rehabilitation, delivering continuous improvements to mountain ecosystem health.

First rolled out in 2021, this cultural initiative has developed into an influential provincial brand for Qinling conservation, combining environmental education, artistic creation and community engagement.

Jiang Yongjun, second-level inspector of the Shaanxi Development and Reform Commission, said Shaanxi will adopt pragmatic, innovative measures to conserve the Qinling range, unlock its ecological and cultural value and share the mountains’ beauty with the world.

Wang Junming, acting magistrate of Liuba county, noted that hosting the launch was recognition of Liuba’s ecological work. The county will further shoulder its political responsibility for Qinling protection and guard this critical ecological barrier.

The launch ceremony featured folk songs celebrating the harmonious bond between local communities and the Qinling landscape. Renowned artists donated Qinling-themed paintings and calligraphy to support public ecological exhibitions and popular science outreach.

Volunteers read out a civic initiative, urging the public to abide by conservation laws, refrain from unauthorized mountain trekking, take rubbish out of the wilderness and avoid disturbing wild animals.

After the ceremony, officials and artists conducted an inspection tour of Zibai Mountain. Upcoming activities include field creation trips for artists, environmental public welfare campaigns, and youth eco-practice programs, encouraging more people to explore, understand, and protect the Qinling Mountains.

The campaign aims to mobilize wider social participation and advance the long-term ecological security of the Qinling Mountains.