Xiamen in East China's Fujian province is set to host the 28th China Golden Rooster & Hundred Flowers Film Festival on Nov 19-23.[Photo/IC]

Xiamen in East China's Fujian province is set to host the 28th China Golden Rooster & Hundred Flowers Film Festival on Nov 19-23, according to a press conference held in Shanghai on June 17.

In November last year, Xiamen was selected to host the two festivals for the next ten years, an unusual move considering the event has traditionally been held in a different city every other year.

The event is becoming a more and more popular topic on both sides of the Straits, and filmmakers from the Chinese mainland and Taiwan regard this year's festival as a good opportunity to enhance cross-Straits cultural connections.

Chang Le, a director from Taiwan, said that the event will help Xiamen to create its own cultural brand and attract film talents from Taiwan.

The event covers an abundance of activities, including an open ceremony, main forums, an awards ceremony and a closing ceremony.

The press conference also revealed that Yaochen, a popular actress in China, has been invited to serve as the promotional ambassador for this year's festival.

A press conference for the 28th China Golden Rooster & Hundred Flowers Film Festival is launched in Shanghai on June 17. [Photo/xmnn.cn]