Lijiang

As Chengdu's streets pulse with the fervor of the World Games and summer heat shimmers above spicy hotpot cauldrons, a playful "apology" echoes from the northwest. "Sorry, we only have 20 degrees!" declares Lijiang, China's ancient mountain jewel, extending an irresistible invitation to Sichuan's sweltering residents. This witty marketing campaign, blending humor with genuine hospitality, unveils a meticulously curated summer escape. Beyond the clever posters lies a tangible promise: mist-shrouded peaks, cobblestone lanes echoing with Naxi melodies, and a meticulously crafted "tourism gift box" designed exclusively for Sichuan travelers seeking refuge in nature's perfect climate. The Art of the "Cool" Apology Lijiang’s campaign masterstroke was framing its climatic advantage as a humorous mea culpa. Nine-panel posters playfully "regretted" the city’s inability to match Chengdu’s scorching temperatures or the thunderous energy of the World Games. Instead, they boasted of cool mountain breezes and ancient rhythms – a juxtaposition that sparked laughter and immediate connection. This viral "apology" transcended mere promotion. It acknowledged Chengdu’s vibrant summer energy while positioning Lijiang as its refreshing counterpart. Xu Lei, member of the Lijiang Gucheng District Party Committee, emphasized the deep kinship between Sichuan and Yunnan, framing the campaign as an act of familial hospitality rather…