To mark the 50th anniversary of the establishment of diplomatic ties between China and Spain this year, the "Amazing Shanghai" city branding campaign traveled to Madrid on Nov 15 to showcase Shanghai's charm and promote cultural exchanges between the two cities.

Shanghai and Madrid have seen deeper cultural exchanges in recent years, and are expecting to share more experience and enhance communications with one another, said the organizers.

"Shanghai is one of the most cosmopolitan cities in China and boasts rich cultural resources. With these painting artworks, this campaign will once again showcase Shanghai's charm and the achievements of Chinese modernization," said He Yong, minister counselor from the Chinese embassy in Spain.

He said he hopes such exchange activities will enhance people's understanding of both cities and help them better learn from each other.

"Shanghai has deep and diverse exchanges with many Spanish cities. The event allows everyone to understand the cultural development of Shanghai and the humanistic charm of Madrid, and displays the friendship between the two nations," Spanish officials from the tourism sectors said at the event.

Officials said that they are expecting to see more exchanges and cooperation with Shanghai as Spain continues efforts to bolster its economy after the pandemic.

In addition to the painting show, the campaign also featured a dialogue, during which representatives from various sectors shared their insights and explored future cooperation opportunities in sectors such as cultural tourism, art design and urban heritages.