The very heart of the Rich-Lush Continent. Many people have gone in search of it because of how powerful it is and how much it can improve your cultivation base.
Unfortunately, it is located deep beneath the Continent, at the centre of a maze made purely of primal-chaos vital energy, full of traps, naturally occurring spell formations, corpses and even treasures.
It is said that along with the Heart fragment, there is also an ancient teleportation spell formation there that can send you to much higher planes of existence. Which is also another big reason for people to attempt to travel there, so they can reach higher planes.