This study explores the conceptual metaphors used in the official news discourse of China’s reform and opening-up. The BCC People’s Daily Corpus is selected as the database from which concordances of the Chinese word gaige (reform) are retrieved and collected to build a reform-themed concordance corpus. The analysis of metaphors identified from the structure “gaige + shi” has revealed that journey is the predominant source domain of reform metaphors. The source, goal, path, and mode elements of the journey schema are also analyzed in detail. It is found that these elements are mobilized by the state media as important strategies in calling for more people in joining the reform and keeping it moving forward towards destinations one after another.