Global promotional campaign launches at the Liangma River

In 2020, the "Great Wall Hero 2020—Visit Beijing Again" global promotional event was held at Guancheng Square at Badaling Great Wall Scenic Spot. The event was combined with the "Beijing Great Wall Cultural Festival" to promote five Great Wall Cultural Tourism Routes. In a popular video, 20 foreign influencers dressed in Han-style costumes toured the Great Wall at night. The video strengthened cultural exchanges between China and other countries around the wall, and greatly enhanced the cultural influence of the Great Wall.

In 2021, the "Great Wall Hero 2021—Beijing Winter Charms" event was held at the Beijing National Speed Skating Oval, which is nicknamed "The Ice Ribbon." The event showed off Beijing’s sporting and cultural facilities as a winter sports capital, alongside lively Spring Festival folk cultural elements. The event reached an exposure rate of over 20 million views, attracting 200 media reports. A video about the event was viewed more than 430,000 times.