A launch ceremony was held in Qixian county in North China's Shanxi province on July 1 for a grand project to develop the local Zhaoyu Ancient City into a world-class capital of tea culture and also create the country's first tea cultural tourism city.

In recent years, Shanxi has attached great importance to the development of its herbal tea industry.

Officials said the project is a key move being made by the province to further the integrated development of tea culture, industry and tourism -- as well as to promote the culture of the Shanxi merchants who pioneered the ancient international trade route -- the China-Mongolia-Russia Tea Road. 

They said the endeavor will construct nine sub-projects themed around the China-Mongolia-Russia Tea Road, the development of the Shanxi herbal tea brands and integration of tea culture, industry and tourism in Zhaoyu Ancient City -- once an important stop in the Tea Road and the birthplace of the Shanxi herbal tea culture.

Wang Lin, general manager of Shanxi Culture and Tourism Investment Holding Group, said that the first phase of the project, which includes a national-level Tea Road museum, Shanxi herbal tea museum and a herbal tea business street, will be completed this year. 

The group aims to achieve the overall improvement to the appearance of Zhaoyu Ancient City within three years, complete the brand building of the ancient city as a tourist destination in five years and build a tea-themed cultural and commercial complex, Wang added. 

Currently, four leading tea companies and seven institutes focusing the herbal tea industry have reached partnership agreements with Zhaoyu Ancient City, according to the investment promotion staged after the project launch ceremony.

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Capital of tea culture to be developed in Qixian county