PROJECT 34

Since launching in June 2020, Passerby has been taking millions of people around the world on a musical journey across the region. This unprecedented project serves as an emotional bridge between China and the world, cultivating a cross-over concept between culture, tourism, and media. While doing that, Project 34 became a wide-range collaboration with several national bodies throughout China.

Every month for 34 months, Passerby releases a new mutual collaboration song and music video which praises each of China’s individual 34 regions, while emphasizing on its local culture, heritage, beauty, landscape, and people. As part of an endless circle of inspiration, the project also features unique collaboration with local artists who hail from each region.

During the past 17 months, Project 34 released videos gained millions of views in and outside of China, through the major platforms such as Tencent, Weibo, Youtube.
Also, Every new release resulted with media articles on main the media channels in China and on global platforms, Creating a global hype And attention for Project 34.

Passerby’s vision for project 34 is for it to become a lasting portal of exploration to China’s inner beauty, allowing all that enter to experience it’s multi layered beauty with all senses.
Beyond triggering a physical journey for the many unrevealed treasures, Passerby aims to build the bridge towards China’s heart and spirit, Connecting the dots between east and west with sound and visual waves of creation, focusing on the personal story we all share.