This year's Guan Gong Cultural Tourism Festival kicked off on Tuesday in Guan Gong's hometown of Yuncheng, Shanxi province, attracting over 1,000 domestic and international devotees.

"Guan Gong culture has been passed down and developed for over 1,800 years," said Chu Xianghao, the city's Party secretary, at the opening ceremony. "It has become an integral part of the Chinese national spirit, serving as a spiritual bond that enhances the emotional, cultural, national, and state identity of Chinese people worldwide."

Guan Gong — which means Lord Guan — is the reverent term of address for Guan Yu, a general in the period spanning the late Eastern Han Dynasty (25-220) and the Three Kingdoms (220-280). He is also known as Guandi, or Emperor Guan.

"I was born in Yuncheng and grew up listening to stories from my elders about Guan Gong's benevolence," said Guan Zhanbing, 57. "As a descendant of Guan Gong, I feel a responsibility to pass on the core values of loyalty, righteousness, benevolence, courage, and integrity to everyone around me."

The opening ceremony of the three-day event saw the release of a documentary and song about Guan Gong and the opening of the Guan Gong Culture Digital Experience Hall. Remaining activities include a cross-Strait Guan Gong culture calligraphy and painting exhibition, an international online dissemination of Guan Gong culture, and a cultural tourism industry investment promotion conference.

As an annual brand event in Yuncheng, the festival has become an important platform for promoting Guan Gong culture and showcasing the city's image. "We aim to promote Guan Gong culture and strengthen the Guan Gong cultural tourism brand as a key focus, preserving historical heritage, highlighting contemporary significance, and fostering a spiritual home through cultural exchanges," said Chu.