XI'AN, CHINA - Media OutReach Newswire - 29 June 2026 - The world's first commercial multimodal large language model (LLM) for cultural tourism, called BoGuan, has entered broad application in Xi'an, China. This model generates commercial returns by supporting the creation of digital IP for intangible cultural heritage, the development of cultural tourism applications, and the improvement of short drama production. This is injecting new momentum into both China's heritage preservation initiatives and the cultural tourism industry.
Xi'an is one of China's oldest cities and one of its most popular international tourist destinations. Shaanxi Culture Industry Investment Group (SCG) is working with partners like Huawei, China Telecom Shaanxi, and China West Airport Group (CWAG) to promote cultural tourism using digital technologies including AI and 5G-A.For example, BoGuan is used to support a new AI travel companion agent that had been made available to over 4 million users by March of this year.
In September 2025, SCG and Huawei unveiled the BoGuan Large Model, the world's first commercial multimodal LLM for cultural tourism. It is also China's first industry-specific model dedicated to the preservation of cultural heritage. This model is built on intelligent computing infrastructure and a high-quality dataset. The dataset has over 1.2 PB of data, including 31 million images, 4.4 million minutes of video footage, 2.18 million minutes of audio recordings, 510 3D models, and 960 million pieces of structured text.
BoGuan can generate highly-accurate multimodal content, such as museum-quality content about cultural relics. This allows it to support the creation of new digital relic presentations, the digitalization and preservation of traditional craftsmanship, and the creation of digital IP for intangible cultural heritage. Zhang Beiyuan, a dough sculpture artisan, said, "With this model, I can complete a dough sculpture that used to take two or three months in less than a week." BoGuan is also used to create digital IP like the popular cartoon character Tang Biaobiao, which is designed by integrating local cultural heritage elements with the stone carvings of the Six Steeds of Zhao Mausoleum. The sales of related digital collectibles and creative products have exceeded CNY2 million.
In addition to supporting cultural heritage preservation, BoGuan has been used to develop a range of cultural tourism apps, such as AI photography and AI travel companion agent. Visitors can directly talk with this agent on the GO-SHAANXI app to create and adjust travel itineraries and get real-time performance recommendations at attractions. The Zhiying Camera mini program provides paid services that instantly integrate user photos with AI-generated scenes from history, allowing visitors to "travel back to ancient times." These new consumption options unlock the business value of quality cultural tourism data. Furthermore, SCG is using BoGuan to integrate short drama production with cultural tourism and improve production efficiency and quality in Xi'an, a renowned short drama hub.
Additionally, China Telecom Shaanxi and Huawei have deployed a 5G-A network based on three component carrier aggregation (3CC) technology at Xi'an's Grand Tang Mall, a popular tourist attraction. The network delivers peak uplink and downlink rates of 600 Mbps and 3.5 Gbps, respectively, about 10 times faster than common 5G networks. During the 2026 May Day holiday, this network supported concurrent access for 23,000 users, guaranteeing smooth video watching and social media experiences. Furthermore, 5G-A-powered HD live streaming at the Grand Tang Mall has become an important way for the attraction to bring in new visitors. According to public data, the average user dwell time of these live streams has nearly doubled and the average transaction value has increased by 62%.
Edric Chu, General Manager of Huawei's Shaanxi Rep Office, giving a speech
Edric Chu, General Manager of Huawei's Shaanxi Rep Office, said, "Artificial intelligence is not simply a stack of technologies. It has become a key enabler that can activate thousands of years of cultural heritage, reshape travel experiences, and inject new momentum into the industry. Moving forward, Huawei will continue working with our partners to enhance cultural heritage preservation with digital and intelligent technologies, and stimulate development within the cultural tourism industry."
Hashtag: #Huawei
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A visitor tries out the BoGuan-powered AI photography app
From Haute‑Provence to the World, a New Chapter Where Beauty Connects People, Communities and Nature
KUALA LUMPUR, MALAYSIA - Media OutReach Newswire - 30 June 2026 - L'Occitane en Provence celebrates its 50th anniversary in 2026, marking a major milestone in its journey from the fields of Haute‑Provence to becoming a globally recognised beauty Maison. Entering this new chapter, L'Occitane unveils a global reinvention of its brand, product collections, and customer experience, while bringing its purpose of "Crafting Life Ties" to life through meaningful local activations, including the "Maison Surprise" campaign in Malaysia.
L'Occitane en Provence 50 Years of Crafting Life Ties
From Provençal Soil to a Global Beauty Maison
"The day L'Occitane en Provence was born, there was an alembic, a fire, some rosemary, and many doubts... I did not create a company - I made a gesture." — Olivier Baussan, Founder
Founded in 1976 by Olivier Baussan, L'Occitane began with the simple distillation of rosemary essential oil, sold at markets in Haute‑Provence. What started as a humble, instinctive gesture rooted in respect for nature has grown into a global beauty brand present in over 90 countries, with more than 3,000 points of sale and 8,500 employees worldwide.
For five decades, L'Occitane has built its identity on meaningful ties - between plants and people, craftsmanship and science, Provence and the world. From Lavender and Shea Butter to Almond and Immortelle, the Maison continues to transform natural ingredients into sensorial, effective, and responsible beauty experiences.
2026: A Pivotal Year of Reinvention
As it celebrates 50 years, L'Occitane enters a new era defined by creative renewal, product transformation, and cultural expression.
"Half a century ago, L'Occitane was born from a simple gesture... Today, we look ahead with pride and excitement for what we will continue to build." — Adrien Geiger, CEO, L'Occitane en Provence
Reimagining the Brand and Creative Vision
Rooted in the dual heritage of nature and culture, L'Occitane reinterprets its Provençal identity through:
- A renewed creative direction across campaigns and retail
- A deeper dialogue with art and cultural expression
- The launch of initiatives such as the Prix Cultures, supporting emerging creative talents linked to Provence
In parallel, Founder Olivier Baussan unveils a new book, sharing a poetic reflection on the human and sensory journey behind the Maison's origins.
A Complete Product Reinvention (2025–2027)
L'Occitane is undertaking a full redesign of its product portfolio, enhancing sensoriality, performance, and design.
Key Transformations
- Fragrance Relaunch: Flora Orchestra introduces a new olfactory identity
- Body Care Icons Reimagined:
- Karité Confort (Shea Butter)
- Amande Sublime (Almond)
- Home Collection Redesign: Apothecary-inspired soaps and diffusers
- Future Innovation (from 2027):
- Divine Cream
- Reset Serum
- Repairing Shampoo
- Karité Confort (Shea Butter)
- Amande Sublime (Almond)
- Divine Cream
- Reset Serum
- Repairing Shampoo
This transformation reflects L'Occitane's continued commitment to combining botanical expertise, advanced science, and elevated sensorial experiences.
A Renewed Identity and Experience
Beyond products, L'Occitane is reimagining:
- Store and spa concepts
- Digital and campaign identity
- Global retail experiences, including Provençal-inspired pop-ups
These initiatives bring to life the sensory richness and art de vivre of Haute-Provence in a more immersive and contemporary way.
A Stronger Commitment: Crafting Life Ties
At the heart of this reinvention is L'Occitane's reaffirmed purpose: Crafting Life Ties.
This commitment focuses on strengthening:
- The relationship between people and communities
- The connection between humans and nature
- A more responsible and regenerative approach to beauty
Backed by decades of action from fair-trade sourcing and biodiversity preservation to circular packaging and B Corp™ certification - the Maison continues to drive positive impact globally.
2026 also marks:
- 20 years of the L'Occitane Foundation
- 25 years of L'Occitane Spas
Celebrating 50 Years in Malaysia: Maison Surprise by L'Occitane
In Malaysia, this global milestone comes to life through "Maison Surprise", a nationwide celebration designed to thank and engage the L'Occitane community.
Activation Highlights
- 20,000 complimentary gifts distributed to members
- Available to new and existing members, no purchase required
- Activated across 6 key locations:
- 1 Utama
- Sunway Pyramid
- IOI City Mall
- The Gardens Mall
- AEON Tebrau City
- Gurney Plaza
- 1 Utama
- Sunway Pyramid
- IOI City Mall
- The Gardens Mall
- AEON Tebrau City
- Gurney Plaza
At the heart of the campaign are interactive vending machines, transforming everyday retail moments into unexpected, joyful experiences.
Each interaction offers:
- Complimentary L'Occitane products
- Exclusive vouchers for continued discovery
A Celebration of Community, Generosity and Connection
More than an activation, Maison Surprise reflects the values that have defined L'Occitane for 50 years:
- Generosity
- Human connection
- Community engagement
It celebrates the Malaysian community that has been part of the brand's journey while reinforcing its purpose of bringing people closer to one another and to nature.
Looking Ahead: The Next 50 Years
As L'Occitane enters its next chapter, it does so with a renewed ambition: to create beauty that is not only sensorial and effective, but also a force for connection, empowerment, and positive change. From Provence to Malaysia and beyond, L'Occitane continues to build a world where beauty becomes a bridge between people, cultures, and the natural world.
Hashtag: #LOccitaneMY #LOccitaneEnProvence #50Years
https://my.loccitane.com/
https://www.tiktok.com/@loccitanemy?lang=en
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L’Occitane en Provence
L'Occitane en Provence is a premium beauty brand founded in 1976 in Haute-Provence, France. Inspired by the region's rich biodiversity and culture, the brand creates skincare, fragrance, body care, and home products using high-quality botanical ingredients.
- 3,000+ boutiques worldwide
- 100 spas
- 2,500 partner hotels
- Le Couvent des Minimes, its flagship hotel and spa
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