Sichuan used a dedicated session at the 2026 China Broadcasting and Television Quality Content Conference in Beijing on November 3 to relaunch its "Shoot in Sichuan" film and television service brand, according to 粤港澳都市网. The provincial push came as the National Radio and Television Administration officially launched a "Good Drama, Good Life" initiative at the same event, which is co-hosted by the administration and the Beijing municipal government.
The Sichuan presentation, titled "Splendid Tianfu, Cinematic Chengdu," was organized by the Sichuan Provincial Publicity Department and the Sichuan Provincial Radio and Television Bureau, with the Chengdu publicity department, the Chengdu culture, radio, television and tourism bureau, and the Sichuan Film and Television Development Federation handling logistics. Chengdu Tourism Group's film-tourism arm, Guangying Tianfu, presented a report on how the city's approach could serve as a model for the whole province.
Why it matters
The conference pairs a national branding effort with provincial delivery. Beijing is promoting "Good Drama, Good Life" as a way to link television content to tourism, food, retail and education, while Sichuan is positioning itself as the production partner that can turn that concept into bookable locations and sellable products. For an industry looking for revenue beyond broadcast rights, the pitch is that a drama's locations, props and local specialties can be monetized from the moment a crew arrives, not only after a show airs.
Feng Shengyong, director of the television drama department at the National Radio and Television Administration, said the "Good Drama, Good Life" effort is already generating results across sectors, citing categories covering play, travel, listening, merchandise, food and learning. He said the reach of drama intellectual property is widening and that a pattern of online promotion feeding offline activity has begun to take shape, 粤港澳都市网 reported.
A three-part service pledge and a province-wide network
Li Xiaojun, a deputy director of the Sichuan Provincial Publicity Department and head of the provincial radio and television bureau, described what the province is calling a "three-heart" service offer: policy certainty, faster service and a complete ecosystem, framed as reassurance, convenience and respect for craft. He cast "Shoot in Sichuan" as a production partner for visiting crews and invited industry colleagues to film in the province, with the aim of building a film and television base in western China.
Qiu Wei, a deputy director of the Chengdu publicity department and head of the city's culture, radio, television and tourism bureau, highlighted Chengdu's range of filming locations, its digital cultural industry policies and its cluster of AIGC companies, and invited production teams nationwide to develop projects rooted in Sichuan culture.
According to 粤港澳都市网, the Guangying Tianfu film-tourism alliance, led by Chengdu Tourism Group and built with all 21 of Sichuan's prefecture-level divisions, has completed its network build after a year of work. The alliance is intended to extend the reach of the province's "Splendid Tianfu, Easy Sichuan" tourism brand.
Jin Shanhua, general manager of Chengdu Guangying Tianfu Film-Tourism Culture Development, described the model as "two networks plus two factories." The networks are a mini-program that maps filming locations and a "local products" network linking shoots to producers and sellers; the factories are a comedy content label and a domestic-trend content label. In her framing, the networks carry traffic and the factories convert it into lasting value.
The mini-program consolidates location scouting, production support and regional products into a single entry point. Jin said the platform already applies AI tools, including automated location-scouting sheets and a province-wide database of film and variety settings. She said the service is moving beyond crew support to become a digital gateway connecting productions, visitors and local businesses.
Turning backdrops into products
Jin said 25 "origin bases" for film-linked local goods have been established, covering geographical indication products, intangible cultural heritage items and regional agricultural produce. Crews attach locations, heritage crafts and products to a project during pre-production rather than waiting for a broadcast to draw visitors. She cited pop-up tests in Shanghai last year involving products such as douban coffee and a condiment line as evidence that screen attention can drive spending among younger consumers. Chengdu Tourism Group has built its own brand portfolio around the initiative, including Gongxiaoshe, Yangwuji and Shanwuji.
The comedy label is being used as the first entry point for film-tourism conversion. After trials last year, Jin said the group has established offline formats this year combining comedy with Sichuan liquor and cuisine. She said a Chengdu comedy festival is planned for 2027 to build new consumption scenarios around the city's cultural identity.
The domestic-trend label, launched in 2026, opened with a project built around pets, sports and variety programming that targets the pet economy and also addresses female lifestyle audiences. After the show's online run ended, an offline pet-and-owner event was held at a park on the Jinjiang greenway in Chengdu, which Jin presented as proof that content can function as a venue and a venue as a point of sale.
Zhao Bin, vice president of the Sichuan Film and Television Development Federation and chairman of Tianfu Kuanzhai and Guangying Tianfu, told 粤港澳都市网 that the group's work is shifting from adding film to tourism toward multiplying the two through the network-and-factory structure. He said tying locations and products to projects at the preparation stage gives crews support, visitors places to go, local goods brands and intellectual property a physical presence. With the platform expanding, more origin bases opening and the label model extending, he described the Chengdu approach as ready to run and ready to copy.
Separately, director Zhang Lichuan presented the series "Ji Wu Chu Zu" at the event. The drama, produced with the Film and Television Center of the Supreme People's Procuratorate and made under the guidance of that body, centers on the clearing of a wrongful conviction after sixteen years and portrays prosecutors as committed to handling each case with quality and efficiency and to delivering justice in every case.
Beyond its Sichuan base, Chengdu Tourism Group has set up two companies, Beijing Zhenxing and Shanghai Zhenhao, with backing from the Beijing and Shanghai radio and television authorities and the Haidian and Jing'an district governments, according to 粤港澳都市网. The three-city arrangement is meant to improve how the network-and-factory model operates.
Watch for the Chengdu comedy festival planned for 2027 and for further expansion of the origin-base network as the alliance moves from build-out to operation.
