Submit your entry online—act now!
Call for submissions until August 31
Since the activity launched on July 18, the topic #Treasure Shandong Travel Guide has continued to gain popularity across the web, appearing on multiple trending hot search lists and becoming a popular summer culture and tourism topic. This event is centered on people’s co-creation: whether you’re a travel influencer, someone working in the culture and tourism industry, a student traveling during the summer, a parent-child family, or a local who enjoys a day-to-day city micro-vacation, you can find a creation track that suits you.
The event features ten major creative directions, covering play experiences across the entire region. Whether it’s a coastal self-drive road trip along mountains and seas, tracing the cultural thread in an ancient city, roaming through the hustle and bustle of city streets and alleys, or niche and trendy experiences like intangible heritage, Shandong-style delicacies, parent-child learning, camping and hiking, and more—everything can become creative material. Submission formats are also highly flexible: heartfelt original photo-and-text (hand-drawn) guides, original short videos, or a combination of “photo-and-text + video” are all welcome.
Currently, the campaign to collect submissions is in full swing. A large number of high-quality entries have helped many treasure destinations and ways to play break out of niche circles. They cover diverse travel scenarios—some creators recommend in bilingual format, unlocking hidden ways to explore hospitable Shandong in all directions and from multiple angles. Some share Hanfu check-in攻略 (guides), others record local old stores tucked away in alleys, and tourism practitioners provide professional city or route travel guides. These authentic, vivid, and down-to-earth guides offer real references for summer and future visitors to travel around Shandong.
There are generous activity benefits! Three categories—Professional Group, Influencer Group, and Visitor Group—will each select treasure guides (1 winner), with a bonus of 5,000 yuan per person; premium guides (3 winners), with a bonus of 3,000 yuan per person; high-quality guides (5 winners), with a bonus of 1,000 yuan per person; and creative guides (10 winners), with travel gift bundles as rewards. In total, the campaign will select excellent guides—no fewer than 100 entries—and will promote them across all platforms.
Everyone can search the “Discover Treasure Shandong” tourism guide creation by the whole people campaign special in the Qilu Yidian app, scan the QR code to enter the activity page and submit their work. You can also share your submission simultaneously on major social platforms such as Douyin, Xiaohongshu, Weibo, etc., using the hashtag #TreasureShandongTourismGuide# to join an all-platform coordinated campaign, increasing the visibility of your work and greatly boosting your chances of winning.
KFC “Discover Treasure Shandong”
The themed restaurant opens at Daming Lake
Recently, by the lakeside at Daming Lake in Jinan, near the Quehua Square, a newly opened KFC outlet in a traditional-style building has become a popular new destination for culture-and-tourism check-ins.
As one of the co-organizers of the “Discover Treasure Shandong” tourism guide creation by the whole people campaign, KFC built and launched the “Discover Treasure Shandong” themed restaurant by Daming Lake in late August. The restaurant brings the scenery of Qilu indoors, combining immersive experiences such as offline guide displays, collection of submissions, an AI tour companion, and fun check-in activities. Along with KFC’s diversified businesses—including KFC’s Kever Coffee, KPRO light meals, and the services provided by CheSu (Speed Service)—all move forward together, forming a travel replenishment stop that combines rest, check-ins, and reference for guides. Whether you want to stop and recharge for a break, or you’re looking for your next destination, KFC is your always-on “all-around travel companion” nearby.
Stepping into the KFC “Discover Treasure Shandong” themed restaurant, you’re immediately surrounded by rich Shandong culture and tourism elements: table placards feature Jinan sightseeing guides, detailed down to routes and attractions; the ordering counters display cultural and creative items, color-matching stamps, and an AI tour companion interactive device—just tap your phone to instantly get your own “AI tour guide.” In addition, the restaurant has an entire wall dedicated to activity participation, including how to take part in the “Discover Treasure Shandong” tourism guide creation by the whole people campaign, and KFC’s “Treasure Shandong Food Map”… Right around noon, many local residents and tourists came in to rest and dine. Some took photos for their check-ins, while others were curious and looked into the activities.
“This activity is quite interesting—the reward mechanism and the creative content are very appealing to us.” Ms. Ning, a visitor, and her friend came to Daming Lake to visit. The moment they entered the restaurant, they noticed the collection wall for the “Discover Treasure Shandong” tourism guide creation by the whole people campaign. The two planned to check in and take photos within the scenic area before participating. “This summer, we’ll travel to other places too—then we’ll upload our guides.” Ms. Ning said.
The AI tour companion feature in the restaurant also impresses many people. Ms. Zhang, a tourist, tapped her phone to the NFC sensing area for the AI tour companion, and the phone screen immediately popped up recommendations for nearby travel attractions. “There are attractions and cultural heritage museums—there’s navigation, explanations, and even 3D models of relics. It’ll be much more convenient to travel in the future,” Ms. Zhang said with a smile. The AI tour companion is a tourism-and-cultural digital service product developed by Shandong Digital Culture Group based on the Qilu cultural large model. By scanning a QR code or tapping an NFC tag with your phone, you can get tourism and cultural information for all 16 cities in Shandong. With the AI tour companion in hand, your trip comes with your own smart tour guide.
The collection for the “Discover Treasure Shandong” tourism guide creation by the whole people campaign is still ongoing. If you have your own exclusive treasure way to play, feel free to organize it and upload it. Who knows—one day, your guide might appear in the KFC “Discover Treasure Shandong” themed restaurant by Daming Lake, seen by another resident tourist. Following your guide, they’ll unlock the Treasure Shandong seen from your perspective.
From late summer into autumn, even the lingering heat carries a hint of coolness, and Treasure Shandong arrives at the season most perfect for strolling around. Right now, the “Discover Treasure Shandong” tourism guide creation by the whole people campaign is in full swing, and high-quality original guides continue to be posted. With less than a week left before the submission deadline, we warmly invite visitors from across the country, local residents in Shandong, and tourism culture enthusiasts to seize the time, share your exclusive ways to play, and unlock an even more unique Treasure Shandong together.
Reporter Sun Yuanming, Jinan
Inside the KFC “Discover Treasure Shandong” themed restaurant, an activity submission wall is set up, with table placards packed with travel guides.