KUALA LUMPUR (THE STAR/ASIA NEWS NETWORK) - The Malaysia International Durian Cultural Tourism Festival 2017 will be held in Bentong, Pahang, on Nov 25 and 26, says Malaysian Chinese Association (MCA) president Liow Tiong Lai.

The event, organised by MCA's Belt and Road Centre and executed by Mango Entertainment of China's Hunan Broadcasting System Company, hopes to attract at least 50,000 visitors to Bentong.

The thorny King of the Fruits was more than an agricultural product, Mr Liow said, as it played a unique role in the friendship and diplomatic relations between people of Malaysia and China.

"Bentong, which is famous for Musang King, was chosen as the venue to host this festival. This will elevate Bentong as a charming international eco-tourism spot," said Mr Liow, who is Bentong Member of Parliament.

Riding on the wave of China's Belt and Road Initiative, the festival would further promote Malaysia and its durian in China, and strengthen bilateral cooperation in trade, tourism, culture and education, Mr Liow added.

Hunan TV is well-known for reality shows such as Where Are We Going, Dad? and Super Voice Girls.

Mango Entertainment deputy chief executive officer Wang Pingbo said Hunan Broadcasting System would reach out to its audience to promote the festival via various channels, including social media, radio and TV stations.

Besides durian and durian-related products, the two-day festival will also feature other tropical fruits and agro products, such as Bentong ginger.

At the event, MCA's Belt and Road Centre will also sign a strategic partnership agreement with Mango Entertainment for collaboration on trade, tourism and culture for the next five years.