When the supporters of Auxerre Football Club stream into the stadium area ahead of kick-off, they are not normally greeted by a Chinese lion dance. Usually, the pre-match food on offer is hot drinks and chips from the food vans washed down by cups of coffee or pints of beer.

Not sticky dumplings or Chinese sugary sweets accompanied by a traditional cup of Chinese tea. But January 29 marked China Day, when French football celebrated the Lunar New Year.

The goal of the 'China Day' initiative is to highlight the breadth of Chinese culture, and link two of the world's most influential countries with the world's most-popular sport.

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Auxerre's home match against Montpellier had a distinctive Chinese flavour, with lanterns and other decorations strung around the stadium, the big screens lit up to mark the Year of the Rabbit, and the match day program partly written in Mandarin characters.

Alongside the kiosks selling Chinese food and drink, there was a display of calligraphy, Chinese musicians serenaded the football fans, and there was a stall promoting tourism. China's big attractions are now welcoming foreign visitors again following the removal of COVID-19 restrictions.

The Chinese ambassador to France - well wrapped-up with a big scarf against the cold January wind - attended the event.

"Tourists play a role as ambassadors of friendship between the two countries because lots of Chinese tourists come to France and lots of French visitors go to China," said Ambassador Lu Shaye. "So the two nations, the two peoples, can get to known each other better, and can understand each other better. I hope to see Chinese tourists coming to France very soon."

Auxerre FC have been struggling at the wrong end of the Ligue 1 table this season, being drawn into a relegation battle. The golden period for the club was almost 30 years ago.

Auxerre won the league title and two French Cups during the 1990s.

Businessman James Zhou took over the team in 2016, making Auxerre the only club in France's Ligue 1 that are Chinese-owned.

"I believe, with more on-air exposure of Auxerre in China, Chinese audiences will get to know more about French football and French Leagues," he said. "We are also promoting Chinese culture to our French audiences.

"Of course, there's still distance between Chinese football and French football. But I think, with more communications happening between the two countries, and between the two countries' football sectors, that distance will be reduced."