The 2026 World Hokkien Golden Melody and Cross-Strait Hokkien Music Competition launched its global campaign in Manila on June 30, promoting cultural exchange, strengthening ties with overseas Chinese communities, and advancing the global development of Hokkien language music.

The global launch ceremony of the Hokkien music competition is held in Manila. [Photo provided to chinadaily.com.cn]

The launch gathered more than 600 guests, including Chinese Ambassador to the Philippines Jing Quan, overseas Chinese community representatives, and cultural figures from Southeast Asia. Promotional videos of Fujian and Xiamen were screened, showcasing coastal landscapes, cultural heritage, and urban development, drawing widespread attention from overseas Chinese audiences.

Jing said China and the Philippines have been connected through maritime trade routes for centuries, with Hokkien culture having a long history in the Philippines. He noted that many ethnic Chinese communities in the Philippines trace their roots to Fujian and called for continued people-to-people exchanges to support stable bilateral relations.

The event's founder, Chen Fei, said the competition has developed over two decades into an international platform for Hokkien language music, attracting more than 140,000 participants from over 50 countries and regions, with its total online reach exceeding 2.5 billion people.

Instead of the traditional competition format, the 2026 edition will bring back past champions for a head-to-head showdown. The finals will be held in Xiamen from Nov 30 to Dec 5.