The 37th Guan Yu Cultural Tourism Festival is set to take place in Yuncheng, Shanxi province, from Sept 23 to 25. This event aims to preserve and promote the cultural heritage of Guan Yu, a general in the period spanning the late Eastern Han Dynasty (25-220) and the Three Kingdoms (220-280), emphasizing the spirit of loyalty, righteousness, benevolence, and courage. 

This year's festival will integrate ancient loyalty culture with modern digital technology, stage arts, traditional drama, and sports competitions. By offering high-quality cultural experiences, the festival aims to promote high-quality development by integrating culture, tourism, and sports.

Key events include the "Ode to Guan Yu" short video competition and the 2026 Guan Yu Culture New Media Communication Initiative. These initiatives invite submissions of Guan Yu-themed short videos and comics from around the world, using popular AI short drama formats to revitalize Guan Yu culture.

The festival will also feature a Guan Yu Cultural Market, urban promotional activities, and the 16th "Martial Saint Cup" Wrestling Championship. These events aim to attract visitors and showcase Guan Yu culture.

Additionally, the "Loyalty and Righteousness Worldwide" online international communication campaign will promote Guan Yu culture globally, establishing the festival as a major platform for cultural exchange in Shanxi.

Yuncheng, the heartland of Guan Yu culture, has hosted this festival for 36 years, establishing it as an important cultural exchange platform in the province. The city aims to employ the festival to further enhance its cultural identity as the "Hometown of Guan Yu".