Jointly initiated by Esports World Cup Foundation and Tencent Esports, as EWCF’s China Strategy Partner, the Activation Ceremony for the EWC China Tour & China-Saudi Esports Festival commenced in Beijing, China.
The event is part of the “China-Saudi Arabia Year of Culture” framework. It also celebrated the 35th anniversary of China-Saudi diplomatic ties. The ceremony welcomed government officials from China Ministry of Culture and Tourism, Beijing Municipal Government, and Saudi Tourism Authority, leaders from EWCF, Saudi Esports Federation and China esports ecosystem.Teri Zhang, Director of Tencent Esports, shared the highlights of EWC 2025 to the Chinese audience. She also announced three key initiatives. Firstly, Tencent Esports creates dedicated all-in-one EWC tourism packages together with the Saudi Tourism Authority. The China EWC tourism package combines EWC tickets, flight and accommodation offers, and city experiences together for esports fans across China. Secondly, Tencent Esports introduces the EWC China Tour Plan, which will activate viewing parties across 100+ venues in 40+ Chinese cities in the next 7 weeks to follow. Thirdly, Tencent Esports will host a “China Themed Week” in EWC Festival from July 24 to August 3.
“Today’s activation marks our continuous collaboration with EWCF. We want esports to be a bond to break down cultural barriers, allowing the young generation to connect through shared passions. This vibrant cultural language will strengthen tourism interactions and build a high-quality China-Saudi exchange platform,” said Teri Zhang.
Turki AlShehri, Director of Special Project at Esports World Cup Foundation, responded: “Partnership with Tencent is a cultural bridge. The Strategic partnership between EWCF and Tencent reflects our shared belief in the power of gaming to connect people, cultures, and communities. China is a key part of our vision, since the Chinese market is driving the success of the Esports World Cup. We look forward to deeper collaboration in esports, culture, and tourism.”
At the event, attendees also explored Saudi cultural heritage and tourism offerings at a dedicated booth of STA, alongside immersive experiences themed EWC.
As EWCF’s China Strategy Partner, Tencent Esports will continuously promote EWC’s presence and recognition in China and provoke more industrial exchange between two nations.
