Media OutReach
Decoding Yucun: How a Village’s Inspiring Evolution Illustrating China’s Green Growth Philosophy is showcased on National Ecology Day
This year marks the 20th anniversary of the pivotal concept “Lucid waters and lush mountains are invaluable assets”—a guiding principle that has steered China’s green transition. Visitors from across the globe have flocked to this scenic village of Yucun where the concept was born, eager to trace the evolution of China’s economy from a resource-driven model to one centered on sustainability.
Over the past 20 years, this village has undergone a dramatic transformation. It hasn’t just rewritten its own fate; it has also shown how a nation’s commitment to green development can reshape rural landscapes and transform people’s lives.
Two decades ago, Yucun was known for a very different reason.
In the 1980s and 1990s, the 4.9-square-kilometer village thrived as Anji’s “richest village” thanks to its high-quality limestone reserves. But mining came at a steep ecological cost: “Blasting scared birds from the mountains; sand and gravel filled the air”—a vivid description of its environmental scars.
When the village resolved to shut down its mines and cement factories, few anticipated that this move would pave the way for a whole new development path. Today, the stone stele at the village entrance, inscribed with “Lucid waters and lush mountains are invaluable assets,” stands not only as a symbol of Yucun’s transformed development model but also as a beacon for resource integration.
In 2020, Yucun joined forces with four neighboring villages to form a 43-square-kilometer cluster. By the end of 2022, this expanded to 245 square kilometers, linking one town, two townships, and 23 villages. The “Greater Yucun” framework has turned the once-small village into a cross-regional development hub.
This expansion is far more than a simple increase in area. As Xu Jinjing, head of Tianhuangping Town, explains: “After closing the mines, we started rural guesthouses and rafting activities—that was Version 1.0 of practicing the green development concept. Now, ‘Greater Yucun’ is building industrial clusters for new economy, new cultural tourism, and new agriculture—that’s a leap to Version 2.0.”
The numbers tell the story of this upgrade: In 2024, the average collective operating income of villages in “Greater Yucun” reached 2.82 million yuan, an 11.5% year-on-year increase. Even more striking is the world-class pumped storage cluster here: Tianhuangping and Changlongshan power stations, with a combined installed capacity of 3.9 million kilowatts, have made green energy a new hallmark of “Greater Yucun.”
Industrial reforms have revitalized the countryside’s appeal. What was once a village of 280 households (1,060 people) now covers over 40,000 residents under the “Greater Yucun” umbrella. Tourism hit new heights in 2024, with Yucun welcoming 1.22 million visits and the broader “Greater Yucun” area exceeding 10 million.
This influx of people reflects a diverse landscape shaped by industrial shifts. Tourists come to savor its ecological beauty; new villagers arrive to seize opportunities in the industrial shifts；local residents enjoy expanding prospects right at their doorstep. Additionally, nearly 80,000 online users have registered as virtual villagers, with some 6,000 adopting farmland via the cloud and participating in local development.
“Efficient government services and ecological strengths make this more appealing than any urban office building,” says Duan Yi, CEO of Photoplus, who relocated his company’s headquarters here.
Despite growing larger, diversifying its industries, and welcoming more people, Yucun’s ecosystem remains unharmed—this is both the foundation of the concept of “Lucid waters and lush mountains are invaluable assets” and one of its core goals.
In 2021, Yucun was named one of the first Best Tourism Villages by the World Tourism Organization. Its 10 landmark scenes weave together attractions like lotus pond serenity, Longqing Temple’s spiritual ambiance, and the haunting beauty of abandoned mines.
Visitors can take sightseeing buses or scan codes to rent electric vehicles and explore the lanes. At 1,168 meters above sea level, a fairy town on grassland recreates a celestial realm, where mist-shrouded bamboo forests evoke the ethereal mood of the Oscar-winning film Crouching Tiger, Hidden Dragon. An 18-kilometer winding mountain road leads to a year-round scenic spot that has become a must-visit for cyclists.
Beyond its natural beauty, Yucun buzzes with cultural fusion. Last July, French pianist Richard Clayderman performed in an abandoned mine, his music blending with the rustle of bamboo leaves—a perfect metaphor for ecological transformation.
Zhuo Li, who moved from Shanghai, traded the bustle of skyscrapers for a European-style blue villa here, where she runs a mountain biking business. “I came to live and work here because of the stunning scenery and the relaxed rural lifestyle.”
Over 20 years, Yucun has shifted from selling limestone to forging a sustainable path where ecology and industry thrive together—a testament to the vitality of green development.
As early as 2016, the UN Environment Programme released a report on the concept of “Lucid waters and lush mountains are invaluable assets,” highlighting China’s efforts to integrate ecological progress into national planning. Today, the 572 national ecological civilization demonstration zones and 240 green development bases exploring models like “trading green protection for prosperity” and “turning collective green into shared wealth” all trace their roots to this small village.
As “Greater Yucun” continues to grow and more young dreamers arrive, the village is penning more stories of harmony between humans and nature, and of industry and ecology boosting each other.
The issuer is solely responsible for the content of this announcement.
Media OutReach
TAT partners with Lalisa ‘LISA’ Manobal, Amazing Thailand Ambassador, to invite Tourists to discover the Multitude of Feelings upon travelling in Thailand, unveiling the New TVC “Feel All The Feelings”
Reinforcing Thailand’s position as a trusted, high-quality destination through emotion-driven storytelling
BANGKOK, THAILAND –
The film sets to entice tourists to experience and discover the multitude of feelings to be gained from travelling in Thailand, including happiness, serenity, excitement, challenge, and warmth, to establish Thailand as a valuable and unforgettable travel destination.
Ms Thapanee Kiatphaibool, Governor of the TAT, revealed, “This year, the TAT remains committed to reinforcing Thailand’s image through the ‘Trusted Thailand’ strategy to warmly welcome tourists, while continuing its push to establish Thailand as a ‘Quality Leisure Destination.’ This is to build confidence among tourists who want to create valuable, unforgettable memories at every step of their journey. Recently, we launched the ‘Feel All The Feelings’ campaign, building widespread communication and awareness across various channels. We are kicking off the year with a new commercial featuring ‘Lalisa LISA Manobal’ as the Amazing Thailand Ambassador, who will showcase Thailand’s tourist attractions and the feelings evoked on each visit. The campaign aims to ‘enhance quality’ while distributing revenue and tourists to new potential areas. TAT cordially invites all Thais to be ‘good hosts’ and share memorable Thai travel experiences.
TVC ‘Feel All The Feelings‘ by TAT portrays unseen attractions and diverse emotions awaiting tourists to discover and experience in Thailand. The story’s inception was inspired by tourists’ desire to seek a range of experiences that fulfil them emotionally and spiritually, helping them ‘Feel Alive’ again. TAT is confident that Thailand can be the answer and add vivid hues to tourists’ lives, as we are a land of diversity, colour, and vitality, ready to offer an exceptional experience for visitors to feel every emotion, from happiness, serenity, excitement, and challenge, to the warmth of smiles and hospitality, the intriguing mystery of new places, and the wonder of unseen locations. We believe that every area and every journey in Thailand will not only create impressive memories but also deliver ‘feelings’ that greatly enrich the travel experience.”
In this ad, Lalisa ‘LISA’ Manobal, in her role as the Amazing Thailand Ambassador, invites everyone to experience the ‘feelings within Thailand’. LISA is often asked, “What does Thailand feel like?” and she reveals the feelings she experiences while resting and recharging in Thailand in the commercial, through every emotion, every feeling, and every rhythm of Thailand’s beauty, which is unlike anywhere else in the world. The production also features renowned stars and actors such as Win – Metawin Opas–iamkajorn, Gulf – Kanawut Traipipattanapong, and Blue – Pongtiwat Tangwancharoen, who join the journey and convey these feelings together.
The TVC showcases beautiful locations nationwide, starting with the captivating beauty of the Lanna Candle Ceremony (Phang Prateep) at Wat Chedi Luang in Chiang Mai province, followed by a spectacular view of the ‘floating pagodas’ in Lampang province. Viewers can marvel at the sea of mist at Phu Langka in Phayao province. The ads also features attractions in other regions to show that, wherever you are, there is always something to discover. Examples include experiencing the beauty of the first light of dawn at Wat Arun in Bangkok, the splendour of the Red Lotus Sea in Udon Thani province, or experiencing the sound of the cascading waters of
Thi Lo Su Waterfall in Tak province.
Furthermore, the “Feel All the Feelings“ campaign aims is to shift tourists from popular landmarks to hidden-gem destinations, increasing the quality of their spending and the value per trip, in line with the “Value over Volume” strategy.
Join “LISA“ on her journey as the Amazing Thailand Ambassador and discover feelings awaiting tourists in Thailand with the “Feel All The Feelings“ campaign. The “Feel All The Feelings“ TVC is currently available at official Amazing Thailand channels:
Youtube: https://youtu.be/wDMv1KujSGc
X (@AmazingThailand) : https://x.com/AmazingThailand/status/2016507144783487483?s=20
Facebook: https://web.facebook.com/share/v/14RnwfmwTTW/
Instagram: https://www.instagram.com/reel/DUDnoOziPCp/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
TikTok: https://www.tiktok.com/@amazingthailand/video/7600405546558131476
Contact Information
International Public Relations Division
Tourism Authority of Thailand
Tel: +66 (0) 2250 5500 ext. 4545-48
Fax: +66 (0) 2250 0246
E-mail: [email protected]
Website: www.tatnews.org
Media contacts:
- Khianthong Ngernphum (Thonghom) PR Executive, VERVE Public Relations | E-mail: [email protected] | Tel: +66 80 561 9511
- Jirachaya Jaiyen (Linda) Senior PR Executive, VERVE Public Relations | E-mail: [email protected] | Tel: +66 94 876 4938
Hashtag: #AmazingThailand #AmazingThailandAmbassador #AmazingThailandxLISA #FeelAllTheFeelings #FeelAllTheFeelings_TVC
The issuer is solely responsible for the content of this announcement.
The Group was also ranked third in Thailand under the international “Best Place to Work in Thailand 2025” certification, reinforcing ONYX’s commitment to sustainable people management and a strong corporate culture.
BANGKOK, THAILAND – Media OuReach Newswire – 30 January 2026 – ONYX Hospitality Group has been recognised as the seventh Best Place to Work in the Asia-Pacific region for 2025, awarded by Best Places to Work, an internationally recognised organisation specialising in workplace assessment and employee experience benchmarking. The recognition reflects the Group’s people-centric workplace practices and a culture that places equal emphasis on employee development and service excellence, and is further reinforced by ONYX’s third-place ranking in Thailand under the “Best Place to Work in Thailand 2025” certification, highlighting the Group’s long-standing focus on sustainable people management and a strong, values-driven corporate culture.
With a diverse portfolio spanning hotels, resorts, serviced apartments, and luxury residences under well-established brands including Amari, OZO, Shama, and Oriental Residence, ONYX Hospitality Group continues to strengthen its position across key strategic markets in the region. As the Group approaches its 60th anniversary in 2026, these accolades further highlight ONYX’s long-standing commitment to building a resilient organisation powered by engaged and capable people.
The “Best Places to Work” certification is an internationally recognised programme that benchmarks organisational excellence in human resource practices and employee engagement. Certification is awarded through a comprehensive evaluation covering employee engagement, employee experience, and the effectiveness of HR policies and practices. In this year’s assessment, ONYX Hospitality Group demonstrated strong performance across multiple dimensions, including a supportive work environment, an open and inclusive corporate culture, and a people development strategy closely aligned with the Group’s regional business direction.
One of the key pillars supporting ONYX’s evolution as a trusted workplace is ONYX Academy, the Group’s comprehensive learning and development institute. ONYX Academy delivers structured programmes spanning foundational skills training, advanced role-specific competency development, and clearly defined career pathways for employees at all levels. By prioritising both future-ready capabilities and practical, applicable skills, the Academy equips team members for sustainable personal and professional growth.
The effectiveness of ONYX Academy has also been recognised at an industry level through multiple honours at the EXA: Employee Experience Awards 2025, including awards for the General Manager Development Programme (GM Track), the NextYou Initiative, the HR Leadership Enhancement Programme, and the Group’s ESG initiatives. These accolades further underscore ONYX Hospitality Group’s long-term and focused commitment to meaningful employee development.
Alongside capability building, ONYX Hospitality Group continues to foster a corporate culture rooted in openness and dynamism, encouraging employees to think creatively, experiment, and contribute new ideas. The Group actively supports agility and adaptability by creating space for diverse voices across the organisation. Employee well-being is also prioritised through the ONYX Cares programme, which holistically supports physical and mental health, relationships, and team engagement—contributing to a work environment that nurtures both individual fulfilment and organisational growth.
Saranya Watanasirisuk, Senior Vice President, Corporate Human Resources, commented: “At ONYX Hospitality Group, we believes that our people are the foundation for delivering exceptional experiences and service. Our success in human resource management is driven by strong leadership support at every level, enabling employees to grow across all dimensions. This commitment spans from recruitment and holistic learning systems to cultivating an environment that encourages creativity, experimentation, and the full expression of individual potential. These efforts have positioned ONYX not only as an employer of choice, but also as an organisation trusted by partners and guests alike.”
Receiving the “Best Place to Work” Certification at both national and regional levels marks another significant milestone for ONYX Hospitality Group. The achievement reinforces its commitment not only to being a regional leader in hospitality management, but also to being an organisation that genuinely values its people.
Looking ahead, ONYX remains dedicated to continuously enhancing the workplace environment and delivering meaningful employee experiences that support long-term growth and sustained competitiveness.
For more information about ONYX Hospitality Group, please visit www.onyx-hospitality.com.
Hashtag: #ONYXHospitalityGroup
https://www.linkedin.com/company/onyx-hospitality-group/
https://www.facebook.com/ONYXHospitalityGroup
https://www.instagram.com/onyxhospitalitygroup/
The issuer is solely responsible for the content of this announcement.
About ONYX Hospitality Group:
ONYX Hospitality Group, a reputable force in Southeast Asia’s hospitality industry, operates a collection of comprehensive yet complementary brands – Amari, OZO, Shama and Oriental Residence – catering to the distinctive needs of discerning business and leisure travellers in Southeast Asia where their expertise lies. In addition to its brand portfolio, ONYX Hospitality Group also operates additional hospitality services across spa and food and beverage. With over five decades of management experience, the company extends its innovative solutions throughout the region, upholding internationally recognised standards and ensuring optimal operational manoeuvrability. By fostering enduring relationships with like-minded business partners, ONYX Hospitality Group delivers unparalleled experiences in a dynamic and competitive market, meeting the ever-evolving demands of travellers.
More information: 
www.onyx-hospitality.com
Media OutReach
SCOPE’s Ultra-Luxury Residential Performance Underscores Strong Investor Confidence in Thailand’s Prime Market
Despite global headwinds including escalating trade disputes, rising commodity prices, and shifting monetary policies, Thailand’s prime residential market remains structurally strong. Bangkok, in particular, continues to attract foreign buyers seeking long-term residential assets that combine lifestyle quality with capital stability. Demand in this segment has been driven less by short-term speculation, and more by purchasers prioritizing quality, identity, and long-term livability.
Commenting on the market outlook, Mr. Yongyutt Chaipromprasith, Chief Executive Officer of SCOPE Company Limited, said: “Thailand offers exceptional value when compared with global cities, not only in pricing but also in quality of life, project standards, and long-term livability. Many international investors view Thai ultra-luxury residences as a safe haven asset, supported by competitive rental yields, lower holding costs, and a lifestyle proposition that few markets can replicate.”
Among its flagship developments, SCOPE Langsuan recorded over 90% sales completion within 2025, reflecting strong demand from discerning buyers. The project’s success highlights a clear shift in buyer behavior: ultra-luxury purchasers are increasingly focused on authenticity, design integrity, and long-term residential value rather than speculative gains.
Central to this appeal is SCOPE’s collaboration with internationally acclaimed designer Thomas Juul-Hansen, whose portfolio includes prominent residential development in New York, notably along the iconic “Millionaire’s Row.” By engaging designers of this caliber, SCOPE reinforces its role as a developer of globally competitive, non-replicable residential projects, rather than locally derivative offerings.
This approach further emphasizes the “value for money” proposition of Thailand’s luxury market. Achieving equivalent design pedigree and spatial quality in global financial capitals would require significantly higher development and acquisition costs.
This philosophy guides every stage of development — from spatial planning and material selection to service design and community environments — ensuring that residences are built to support genuine, long-term living.
From curated common spaces designed as well-being hubs, to personalized residential services and collaborations with world-class architects and designers, SCOPE aims to establish new benchmarks for service-driven, timeless luxury in Thailand’s residential market. This evolution reflects a broader industry shift from competing on physical specifications alone to competing on holistic living experiences.
Looking ahead, Thailand’s ultra-luxury real estate market is transitioning from price-based competition toward differentiation driven by design excellence, development standards, service quality, and long-term livability. This shift strengthens the country’s positioning on the global stage and reinforces ultra-luxury residential assets as stable, long-term investments amid ongoing global uncertainty.
Hashtag: #Scope #Scopecollection
https://scopecollection.com/
https://www.facebook.com/scopecollection?locale=th_TH
https://www.instagram.com/scopecollection/
The issuer is solely responsible for the content of this announcement.
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