A giant LED screen on the side of a landmark building reads Hello Shanghai, Virtuous Quzhou at the Bund area of Shanghai. [Photo/WeChat account: quzhoufb]

A light show on Dec 28 called Hello Shanghai, Virtuous Quzhou dazzled in the night sky over the Bund, a famous scenic area in Shanghai, in an event promoting the urban brand of Quzhou city – located in East China's Zhejiang province – as the "Home of Southern Confucianism · A Model City of Virtue", according to local media reports.

The show was part of a series of promotional activities – put on with the theme of Hello Shanghai, Virtuous Quzhou – in the Yangtze River Delta or YRD region during the 2022 New Year's holiday.

In a bid to speed up its integrated development within the YRD, Quzhou is raising its profile and seeking to expand the influence of its urban brand.

In the near future, Quzhou is set to launch a series of campaigns in Shanghai, including displaying its tagline on the LED external walls of landmarks such as the Shanghai Tower and Aurora Plaza.

In addition, the popular podcast platform Ximalaya FM also launched "exploring the beauty of Quzhou" on Dec 20-31, to help the city create a golden calling card for itself out of its urban brand.