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Belt and Road boosts Chinese culture industry

Posters of the movies The Super Wings and Back KomCREDIT: PROVIDED TO CHINADAILY.COM.CN

Zhang Xingjian

Beijing symposium highlights the opportunities for expansion of China-based enterprises in a range of fields, including cartoon animation, ice acrobatics and tea

Asymposium setting out to better implement the Belt and Road Cultural Development Action Plan (2016-20) by the Ministry of Culture and Tourism, and support key projects and enterprises through lectures and presentations, was held at the Beijing-based Central Academy of Cultural Administration on 23-27 April.

During the seminar, more than 40 key projects, covering many fields of the creative cultural industry, were chosen as finalists to give presentations on their projects. interviewed five project managers who shared their enterprises’ understanding of the Belt and Road Initiative.

Big chance for Chinese cartoons going global

Jiang Cong, director, president’s office, Guangdong Alpha Animation and Culture

“As one of the pioneers in the Chinese animation industry, Alpha founded an overseas project department as early as 2000. Through attaching great importance to global market expansion as the core strategy of the company, Alpha has strived to promote international cultural trade co-operation.

“Alpha has made exchanges with more than 20 countries that participate in the Belt and Road Initiative in the fields of animation broadcasting, toy sales, intellectual property authorisation, project research and development.

“Cultural confidence not only refers to the behaviour of going out, but bringing in. Alpha not only helps China-made cartoon character Super Wings reach more audiences in the overseas market, but introduces iconic cartoon characters and their derivative products to China, SpongeBob and Peppa Pig included.”

Time to show the charm of ice acrobatics

Xue Jinsheng, general director, Heilongjiang Acrobatic Troupe


“President Xi Jinping once said invaluable assets not only include clear waters and lush mountains, but the frozen and snow-covered land in Heilongjiang province. Therefore, Heilongjiang Acrobatic Troupe makes full use of its geographic advantages and integrates Chinese traditional acrobatics with ice and snow performance, and it works well.

“Acrobatics on ice is a scarce resource in the performing market. The art has distinct regional characteristics and great potential for market expansion, both at home and abroad. In recent years, the troupe has toured in the United Arab Emirates, the United States, Japan and Portugal, and its performances are well received in each country. We have confidence that more countries will see the charm of ice acrobatics.

“In 2019, Heilongjiang Acrobatic Troupe is about to start a new world tour. Through brilliant performance and cultural expression, ice acrobatics will show the world Heilongjiang, and demonstrate Chinese culture as a whole.”

Better understanding of Chinese tea culture

Ma Yinji, manager, foreign trade department, Anhui Keemun Black Tea Development

Black tea epitomises traditional Chinese culture CREDIT:PROVIDED TO CHINADAILY.COM.CN

“As a modern enterprise integrating tea research, planting, production, sales and tea culture inheritance, the Anhui Keemun Black Tea Development company has risen to be an exhibition site to show the culture of Keemun black tea, identified as a national intangible cultural heritage.

“The bond between Chinese people and tea is close. As an integral part of Chinese tea, Keemun black tea has many stories, especially for foreigners. Therefore, the company has decided not only to offer the taste of black tea, but tell the stories behind the tea.

“The company’s products and services are provided to overseas consumers through close co-operation with business partners in more than 10 countries and regions, such as the European Union, the United States, Canada, Japan, Russia, Uzbekistan, Georgia, Guinea and Togo.

“In the future, the company is willing to conduct more business and cultural exchanges with counterparts from more countries and regions, thanks to the policy support of the initiative.”

Combining old wood painting art with modern characters

Yan Zhiguo, vice-president, Hebei Bainianqiaojiang Cultural Communication


“The enterprise uses Chinese traditional handicraft techniques such as mounting, pyrography, carving and coloured drawing, creatively combined with modern technologies, to develop wood mosaic painting art, suitable for art collections in both personal and public spaces.

“In 2016, the company signed an agreement worth $35m with its American counterpart. The two sides agreed to set up a joint-stock culture company to build a cultural creative product exhibition centre at the Hollywood Walk of Fame, providing a platform for Chinese traditional culture and creative products.

“In recent years, China has upheld the spirit of craftsmanship to boost manufacturing industries through innovation and the making of high-quality products. As a practitioner of this spirit, the company has eyes on the global market and plans to co-operate with more countries and regions that participate in the Belt and Road Initiative.”

Reviving traditional silk culture

Zhang Xingwu, project manager, Wujiang Dingsheng Silk


“In 2015, the company was invited to participate in the 42rd Milan Expo and Milan Fashion Week. The company’s brand Saint Joy Songjin has attracted attention from the European fashion industry. One of the event organisers, the European Design Centre, was very interested in Chinese Song brocade products. Our company also longs to open up the overseas market, introducing advanced fashion design and brand promotion ideas to China. Therefore, we agreed to be partners.

“On 30 August 2016, the Saint Joy Songjin European Design Centre was established. Through co-operation between domestic technicians and overseas designers, international fashion elements have been added to traditional Chinese Song brocades products.

“As small and-medium-sized enterprises, overseas channels are limited to us. To this end, we actively participate in the Belt and Road Initiative. We are honoured that our products are national gifts presented to other countries on many formal diplomatic occasions. I think it is a once-in-a-lifetime opportunity for the world to know more about Chinese Song brocades and the industry.”

This article was originally produced and published by China Daily. View the original article at


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