The village of Momchilovtsi, the Rhodopes, Pamporovo and the Smolyan region were present with a pavilion at a tourism exhibition this autumn in Ningbo, China. Speaking to BTA, Momchil Karaivanov, a representative of the Bulgarian-Chinese Society "Friends of China", noted that the mountain region has been introduced to the market in the Asian country after the name Momchilovtsi became popular in China thanks to its dairy products, which have been promoted since 2009.

The advertising campaign aims to present a comprehensive tourism product, turning the "Milk Road" into a long-term route after the Bulgarian pavilion received an award for international cooperation at the exhibition. The tourism exhibition highlighted Pamporovo as a ski destination, the spa centers in Devin and Banite, as well as the cultural and historical tourism sites. The campaign was promoted under the brand "Rhodopes – A Mountain Closer to the Stars", which included showcasing the emblematic Rhodope song "Izlel e Delyo Haidutin", the sounds of the "101 kaba bagpipes", the National Astronomical Observatory Rozhen, the Thracian heritage and Orpheus, as well as the negative ionization characteristic of the Smolyan Lakes, Momchilovtsi and Pamporovo. The information campaign in the Asian country is also based on a number of other Bulgarian symbols and tourist sites.