A group of Chinese travel experts, consisting of well-known influencers and content creators, embarked on a cultural voyage to Batumi, Georgia, on Nov. 18. Organized by marketing agency HooJoo PR, the trip came just five months after the implementation of the visa-free agreement between China and Georgia, offering Chinese social media users a glimpse into Georgia's rich history, stunning landscapes and vibrant traditions.
Yin Hongru, global consulting director of HooJoo PR, makes khachapuri, a traditional Georgian dish of cheese-filled bread, with a local chef, in Batumi, Georgia, Nov. 19, 2024. [Photo courtesy of HooJoo PR]
Zhao Mengchen, founder and CEO of HooJoo PR, explained that the motivation for organizing the trip was multifaceted. "First of all, because of the Silk Road Economic Belt, we have always been interested in Georgia," she said. "This is a country with an ancient history and breathtaking natural beauty, and we share many cultural similarities."
Zhao further emphasized the influence of Chinese travel experts and key opinion leaders in shaping tourism. "We are experienced in working with tourism boards and have abundant Chinese travel expert resources. We also believe in the power of people, not just traditional or new media," she noted.
The group's itinerary was a carefully curated blend of cultural immersion and hands-on experience that showcased the best of Georgia. One of the highlights was the chance to try khachapuri, Georgia's beloved cheese-filled bread. The group learned to make this traditional dish during their visit to an Ajarian restaurant in Batumi under the guidance of the head chef. After flattening, shaping and filling the dough with fresh cheese, an egg was cracked in the center before it was baked, in a gesture meant to symbolize the sun and peace and to pray for the safe return of sailors at sea.