The 3rd China Arts Festival in the EU was officially launched on May 17, 2017, during a press conference taking place at the China Cultural Center in Brussels. Atlas International Culture took care of the whole event, including: invitation to the press and to partner institutions, organization of the live demonstrations, live interpretation, set up and management of the team of volunteers to support the event, production of a press kit, press relations for an effective media coverage, etc. The guest speakers for the press conference were:
- Mr. LI Jianmin, Minister-Counselor of the Mission of China to the EU, in charge of Culture and Education
- Mr. ZHANG Yu, Vice-President of the Inner Mongolia Autonomous Region Federation of Literary and Art Circles
- Ms. Orsolya Hegedus, Co-President of the Committee of the China Arts Festival in the EU and Managing Director of the One Belt One Road Culture and Tourism Committee
- Mrs. Julie Patterson, Co-President of the Committee of the China Arts Festival in the EU
About 40 representatives of the press and of partners institutions to the festival attended the press conference and enjoyed some live demonstration of a few UNESCO Intangible Cultural Heritage, performed by artists from Inner Mongolia. The same artists also performed the next day, during the prestigious Gala Show “The Sound of Grasslands”, opening event of the 3rd China Arts Festival in the EU.