MILAN, Italy - The event "Experience western China" kicked off in Italy's Milan on Sunday to help people know more about China, especially the northwestern part of the country.

The event, co-organized by the State Council Information Office of China, China's Embassy in Italy and China's Consulate in Milan, started with an ethnic dance and song show held in the Italian northern city.

Highlights of the event, which will move in the next days to Frankfurt and Stuttgart, Germany, will include stage performances, documentary screenings, exhibitions and conferences to present the intangible cultural heritage of western China.

Western China is located at the center of the Eurasian continent, in the heart of the world-famous ancient Silk Road, said Cui Yuying, deputy director of the State Council Information Office, in her opening address.

It was in this intersection that the Eastern and Western civilizations encountered each other in the past to give life to a variety of cultures and art forms, Cui said in the presence of local authorities and experts.

Cultural exchange is fundamental also when doing business, Pier Luigi Streparava, President of the Milan-based Italy-China Chamber of Commerce, explained to Xinhua in an interview on the sidelines of the event.

Streparava noted that awareness about the China-proposed Belt and Road initiative and its many benefits is gradually growing in Italy.

"The Belt and Road concept still needs some time to consolidate here, and culture-related events such as this one are also fundamental to convey the initiative by arousing interest in China and in its many different places," he said.