On September 17, “Charm Xiangxi” in Zhangjiajie was awarded as “China Famous Brand” and received a reward of RMB 1 million from the Zhangjiajie Municipal Government. Guests attending the awarding ceremony included Guo Tianbao, member of the Standing Committee and director of the Propaganda Department of of Zhangjiajie Municipal Party Committee; Ouyang Bin, deputy mayor of Zhangjiajie Municipal People’s Government; Que Daowen, director of the Market Supervision Bureau of Zhangjiajie; Deng Jian, director of Culture, Tourism, Radio, Television and Sports Bureau of Zhangjiejie; Zheng Xiaohu, deputy secretary of Wulingyuan District Party Committee and head of Wulingyuan District People’s Government; Qin Jinting, deputy head of the Wulingyuan District People’s Government, as well as heads of relevant departments at city and district levels.

Xu Shan, general manager of Charm Culture and Travel Development Co., Ltd., said at the ceremony, “The China Famous Brand award proves that the products of Charm Xiangxi are socially and legally recognized; in this September, the “Charm Xiangxi” trademark was successfully registered with the Madrid Union, marking a new starting point and a new height for the company’s development. We will take this opportunity to persist in improving our trademark management and protection capabilities and play an active role as the industry leader to boost the innovation and development of the tourism performing arts industry in Zhangjiajie.”

Over the years, Charm Culture and Travel Development Co., Ltd. has attached great importance to brand building and implemented a trademark strategy seriously. To improve its trademark application, protection and management capabilities, the company continuously improvesits trademark management system, enrich the trademark connotation, increase the trademark value, and strengthen the protection of intellectual property rights. So far, “Charm Xiangxi” has registered 59 trademarks and 8 copyrights. In April 2019, the trademark “Charm Xiangxi” was recognized by the National Intellectual Property Administration as “China Famous Trademark”. This has been the first China Famous Trademark since the “Three-Year Plan for Trademark Development in Zhangjiajie” was implemented and is also the first famous cultural tourism performing arts trademark in Hunan Province. 

Also, another piece of good news came from the tourism performing arts circle in Hunan. On September 4, Charm Culture and Travel Development Co., Ltd. was awarded as one of the “Top 10 Chinese Tourism Performing Arts Organization in 2018” and the the large-scale folk performance Charm Xiangxi was awarded as one of the “Top 10 Box Offices of Repertoire in Independent Theaters in the Tourism Performing Arts Industry in China” at the 2019 “China Performing Arts” Expo held in Beijing. Actually, it was the No. 1 box office in this ranking. Charm Xiangxi in Zhangjiajie has been the winner of these two awards for three consecutive years.