Ambassador of the League of Arab States Visits ZENCO CASA, Witnessing the Splendor of Sino-Arab Cultural Integration TogetherZENCO CASA

From May 22 to 24, 2026, His Excellency Ahmed Mustafa Fahmy, Ambassador of the Arab League to China, paid a renewed visit to Chongqing. This marks his third trip to the city since 2011. He once described Chongqing’s leapfrog development and remarkable transformations as incredible, and spoke highly of the vigorous vitality the city demonstrates in advanced manufacturing, economic and trade innovation and international cooperation. As a key inland opening-up hub in western China, Chongqing has neither coastlines nor land borders. Nevertheless, relying on major international logistics corridors including the New International Land-Sea Trade Corridor and China Railway Express to Europe, it has built an integrated multimodal transport network covering railway, highway, waterway and air transportation, emerging as a pivotal hub linking the domestic and international dual circulation.

As a major national base for advanced manufacturing, Chongqing is accelerating the development of a modern industrial system. It pushes forward the quality improvement and upgrading of traditional manufacturing sectors while vigorously fostering emerging industries including intelligent connected new energy vehicles, next-generation electronic information and artificial intelligence. This delivers coordinated progress between old and new growth drivers and facilitates the sustained high-end and green transformation of the industrial structure. Deeply involved in the joint development of the Belt and Road Initiative, the city keeps deepening economic and trade exchanges and industrial cooperation with Arab states and other participating countries. It has showcased strong development resilience and broad cooperation potential in the process of inland opening-up and international collaborative growth. Benefiting from Chongqing’s solid industrial foundation and open environment, high-quality local manufacturing enterprises have thrived, among which ZENCO CASA is a prominent representative. Having dedicated itself to the high-end hotel furniture sector for decades and upheld traditional Chinese woodworking craftsmanship, the company welcomed this far-reaching on-site inspection and exchange.

During the subsequent visit, His Excellency Ambassador Ahmed Mustafa Fahmy and his entourage toured ZENCO CASA’s modern production base and product exhibition hall. They observed the full production workflow from raw material processing to finished product assembly on site, and got well acquainted with the precision manufacturing capacity of high-end processing equipment and the operation of the green production system. In the exhibition area for finished products, the ambassador expressed appreciation for the furniture pieces that blend traditional mortise and tenon craftsmanship with modern design. Throughout the tour, he was deeply impressed by ZENCO CASA’s development model that takes root in traditional culture and empowers modern sophisticated manufacturing. By integrating the profound heritage of Oriental cultural lineage into the modern production system, the company aligns itself with international manufacturing standards while preserving unique local cultural features. It has achieved mutual advancement between craft inheritance and industrial innovation, which earned full affirmation and high recognition from the ambassador.

ZENCO CASA’s core competitiveness derives from its dedication to Chinese woodworking culture spanning over thirty years and the artisan spirit handed down through generations. Since 1992, its core team has been engaged in furniture R&D and manufacturing for more than three decades. Following the establishment of the ZENCO CASA brand in 2005, the company has served over 1,000 star-rated hotels in total. Its project footprint covers more than 30 provinces and municipalities across China and extends to Asia, Africa and Europe, forming a global service network. Drawing on years of in-depth industry experience and a sophisticated lean production management model, ZENCO CASA has developed highly competitive cost control capabilities while maintaining consistent high-end craftsmanship and quality standards, thereby building solid core strengths in the marketplace.

Inside the 100,000 square metres of standardized factory buildings, traditional woodworking craftsmanship is deeply integrated with the modern production management system, enabling every piece of furniture to combine the precision of industrial manufacturing with the human touch of hand finishing. During the visit, His Excellency Ambassador Ahmed Mustafa Fahmy fully endorsed ZENCO CASA’s development model. Rooted in the essence of traditional woodworking, the company streamlines workflows and boosts efficiency by adopting modern production organization methods, always staying true to artisans’ original aspiration and uncompromising standards for fine craftsmanship. The ambassador remarked that the philosophy of craftsmanship as the foundation and manufacturing as the vehicle represents the optimal path for traditional crafts to thrive anew in contemporary times. For more than thirty years, supported by an R&D and design team of over 100 members and more than 500 seasoned skilled workers, ZENCO CASA has long provided international hotel groups including InterContinental, Hilton and Accor with one-stop full-chain solutions ranging from detailed design to on-site installation. Its Chongqing-made high-end furniture has built an industry benchmark with reliable quality and professional services. The ambassador also spoke highly of Mr. Liao Tianhong for his original aspiration and perseverance in devoting himself to the real economy and staying committed to the woodworking sector over decades.

Delving deep into China's millennium-old woodworking techniques inscribed on the list of intangible cultural heritage, ZENCO CASA consistently integrates authentic traditional mortise and tenon craftsmanship into modern intelligent furniture manufacturing processes, striking a balance between the intrinsic value of traditional crafts and practical demands of modern usage. As the core craft of Chinese woodworking, mortise and tenon structures take shape purely through the precisely fitted concave-convex interlocking of timber, with no metal fasteners required for connection. Capable of adapting automatically to changes in ambient temperature and humidity, this craft effectively absorbs and disperses external impact. Products built with such joints are resistant to deformation and loosening. Combining rigorous mechanical principles, natural ecological attributes and distinctive Oriental aesthetic appeal, it embodies the millennia-old wisdom of traditional Chinese artisanal creation.

At the inspection site, His Excellency Ambassador Ahmed Mustafa Fahmy paused to appreciate the furniture and gently ran his hands over the joint details, voicing continual praise for this ancient woodworking craft boasting a profound cultural heritage. The exquisite matching of each mortise and tenon embodies the traditional Chinese philosophy of Yin-Yang harmony, fully demonstrating the profound wisdom inherent in traditional Chinese woodworking. By revitalizing millennia-old artisan techniques with modern manufacturing, ZENCO CASA adapts time-honored crafts to contemporary residential aesthetics and creates artistic resonance that transcends regions and civilizations. It showcases the precious beauty of handcrafted works, a wonderful gift that Oriental woodworking culture has bestowed upon the present age.

During this in-depth inspection, His Excellency Ambassador Ahmed Mustafa Fahmy, who hails from Egypt, shared a comprehensive overview of the broad market opportunities across the Middle East and North Africa based on Egypt’s current development landscape and the overall industrial trends among the 22 member states of the Arab League. Led by Egypt’s cultural and tourism revitalization plan and Saudi Vision 2030, numerous Arab League member states including Egypt, Saudi Arabia, the United Arab Emirates, Qatar and Kuwait are pressing ahead with economic diversification and urban cultural and tourism upgrading. They are vigorously developing iconic cultural and tourism landmarks, international commercial complexes and high-end hospitality projects, continually expanding the supporting system for luxury five-star hotels across the region and fully unleashing new growth momentum in the cultural and tourism economy of the Middle East and North Africa. With the hosting of international events and the vigorous expansion of cross-border cultural and tourism industries, the high-end hospitality market throughout the Arab League keeps growing. There has been a sharp rise in demand for custom-made hotel furniture featuring exquisite workmanship, Oriental design aesthetics and profound cultural heritage. Boasting tremendous blue-ocean potential, this market has opened up brand-new avenues for high-end manufacturing brands from China and other countries to conduct cross-border cooperation and tap into the Arab market.

At present, ZENCO CASA has long focused on the global high-end hotel furniture sector and served world-famous international hotel groups. Its product layout centers on established overseas markets, while it has not yet entered the high-end hotel market of the Arab League and the Middle East. The visit and market briefing delivered by His Excellency Ambassador Ahmed Mustafa Fahmy align closely with national development plans across the Middle East such as Saudi Vision 2030, acting as a vital bridge for the company to open up industrial cooperation channels between China and Arab states and tap into the blue-ocean market of luxury five-star hotels in the Middle East. Leveraging Chongqing’s pivotal geographical advantages as a hub linking the Belt and Road Initiative, as well as the mature industrial chain and robust lean manufacturing capabilities accumulated since its founding in the Sichuan-Chongqing region and its long-term development in Guangzhou, China’s renowned furniture capital, ZENCO CASA will take Oriental mortise and tenon craftsmanship and international sophisticated manufacturing standards as its core strengths to accurately cater to the construction demands of high-end cultural and tourism projects in the Middle East. Taking this international exchange as an opportunity, the company will proactively seize opportunities brought by the upgrading of the Middle Eastern market and actively build bridges for cross-border cooperation. It will export premium Chongqing-made furniture to the Middle East to support the development of high-end hospitality facilities overseas. Taking craftsmanship as a bond, ZENCO CASA will further deepen cultural integration and industrial coordination between China and Arab states, and continuously elevate the international profile of local high-end manufacturing.