[Photo provided to China Daily]

The event is being hosted by the China Cultural Media Group.

Chen Le, the founder of the project, introduced the 10 principles of GobiHeaven, which also represent the values of the event, at a media conference in Beijing recently.

The principles include encouraging friendship, unplugging and waste disposal and rejecting complaining and materialism.

"We intend to make GobiHeaven more than simply a camping activity, but a brand that centers on creating experiences and applauds communication, kindness, simplicity and creativity," says Chen.