Israeli singer-songwriter Gilad Segev has dedicated himself to an ambitious project to present different perspectives of China via music, because of his love for the country.

In June 2020, Segev launched Project 34, a project in which Segev plans to write one original song for each of the 34 provincial-level regions in China every month, with every song encapsulating each place's characteristics and performed with notes that fuse Chinese music and global folk music.

It will grow was inspired by the richness of nature in Jilin province and the sounds of suona, a double-reed horn.